MARKETING MATTERS

We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).

AZLAN

by BGL Communications on June 23, 2017
Azlan-logo-300x124 AZLAN

AZLAN

Azlan is one of the world’s largest IT distribution companies. They supply a vast range of computer software and hardware from global vendor brands, including HP, Cisco, Microsoft, Citrix and so on. We were commissioned to provide email marketing support to share key vendor information with various sales distribution channels. The process involved developing design templates that were relevant to both the client’s brand and the vendor’s products. We were given top line information on what articles were required, and left to our own devices to create relevant and informative copy. We had to quickly become experts in our understanding of the manufacturer’s products that they wished to promote to their supply chain. This involved online research to enable us to identify features and benefits to the end user and to the distribution channel. We created short copy for the email newsletter and long copy for hyperlink pages.

Once the copy was approved, we designed the e-newsletter and article pages. The next stage in the process was to create HTML code for the newsletter and the ‘find out more’ pages. The data was then cleansed and emails sent out to the distribution channel.

The project has seen engagement levels amongst resellers increasing substantially. There were several “calls to action” and the results have indicated a large increase in interest and attendance at product training workshops, seminars and webinars.

 

‘Highly recommended. Abacus were really easy to deal with. I needed to work with a marketing agency that I could trust to just get on with things without needing me to hold their hand every step of the way. This was a tricky project because it needed the agency to quickly get to grips with complex content, and then to generate simple messages and clear creative. Having good project management skills was also important.’

Gemma Stannett
Marketing Manager
Azlan

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BGL CommunicationsAZLAN

IBM

by BGL Communications on June 21, 2017
IBM-Logo IBM

IBM

IBM is one of the largest computer companies in the world. We delivered an award-winning UK channel marketing campaign for their PC division. The aim of the campaign was to promote sales of IBM PCs via their channel sales network, which included distributors, corporate resellers and value added retailers. Our strategy was to create a sales promotion campaign that was highly visible and great fun, as we knew that sales people working in this marketplace were highly remunerated and it was challenging to engage with them unless incentives stood out from the crowd.

Every sale generated a scratch card, and every scratch card won a mystery prize, which could be exchanged for store vouchers, a bottle of champagne, a bunch of flowers to send to a loved one, or for entry into a prize draw. The theme was based loosely on James Bond. Because there were different sizes of business within the channel, we operated a tier system, so everyone had a fair chance of winning one of the quarterly top performer rewards, which was always some form of high octane adventure.

We were subsequently appointed to deliver a pan-European channel marketing campaign. We overcame legal, cultural and taxational issues to deliver a £1m programme that included elements of communication, education, recognition and reward. The most important benefit of the strategy was that – for the first time – it provided IBM with the contact details of sales, service, technical and support staff across their entire European dealer network.

‘We worked together to develop a large sales incentive programme to be delivered across the EMEA region. It was a great success, and we were able to measure sales numbers as well as incentivise a lot of salespeople within our business partners. The agency is customer-focused, creative and great to work with.’

Pernille Loevengreen
Channel Marketing Manager
IBM

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BGL CommunicationsIBM