Channel marketing refresh

Channel partner adoption of the Genetec EMEA Digital Advocacy Platform was low and stagnating. A new approach was needed to communicate the benefits of participation. 

The Brief

Genetec had invested in a Digital Advocacy Platform to support its EMEA channel partners. Early adopters witnessed remarkable results in terms of increased brand awareness and traffic to their websites. However the vast majority of partners were not making use of it.

Solution

Say reviewed the current promotional activities & identified a pervasive use of marketing jargon & lack of comms about tangible business benefits as key barriers to adoption of the new platform.

We took a radically different approach, starting by developing a success story & infographic that humanised the programme, and highlighted real benefits, using jargon-free language.

This peer-to-peer story was disseminated with highly personalised emails, which teased 40+ partners forecasting the potential reach, follower growth, traffic and return on  advertising spend that each partner could achieve by joining the programme.

The Results Are In…

+150% Increase in demo requests and sign ups to the programme
SOLD OUT Flyers of the case study printed at a channel partner event

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