Samsung

Samsung UK’s IT Division provides notebook PCs, displays and printers to businesses through its IT reseller channel. In support of this non-direct distribution model, Samsung contacted Proctors to develop and implement an ongoing integrated channel marketing programme.

The Proctors response
We have created fully customisable, co-branded toolkits to help resellers market Samsung products. Typical toolkits consist of press ads, direct mail materials, web banner ads and HTML emails, all focused on single product or range. These marketing items present professional, coherent and compelling sales propositions to resellers’ business customers. All carry a strong call to action to contact the reseller. Every item can be personalised to carry both contact details and logo of the specific reseller.

However, creating the toolkits themselves is only half the project. Resellers themselves form a second audience, so to gain their buy-in and make sure they make the most of materials available, we promote toolkits to resellers through regular HTML emails, offering a direct click-through to download the tools. Monthly enewsletters are also targeted at the resellers themselves to keep them engaged with new product developments, launches and to further promote the toolkits. We have also introduced sales packs, containing product collateral, which are sent to the channel on an ongoing basis, to announce the launch of new products.

The results
Samsung has been very satisfied with the results, and not simply for creative execution. The reseller channel can be notoriously difficult to track response – and quality of sales follow-up.

By employing Intimis, our patented 1-2-1 tracking system, on specific campaigns Samsung could identify both responsive prospects AND follow-up sales activity by resellers. Because of this tracking capability it has been able to increase effectiveness of campaigns, and offer sales training to resellers struggling to convert leads.