Overview

The Challenge

To reach a new audience of potential resellers and capture their details

The Solution

A World Cup themed microsite, with football flash game and a chance to win a 42” plasma TV

Benefit

Corporate Telecommunications received over 2000 potential new resellers details

Intro

Corporate Telecommunications is the UKs fastest growing Plantronics distributor and one of the largest distributors of headsets in the UK.  Telecommunication products range from DECT handsets to wireless headsets selling to call centres and customer facing business through out the UK.  Corporate Telecommunications started off using resellers as a distribution channel but wanted to open a new internet sales model as part of a bid to double their £10 million per year turnover.  Corporate Telecommunications base their business on a strong culture of putting the customer’s needs first and this contributed to their swift growth in the market.

In order to maintain their growth Corporate Telecommunications must constantly recruit new resellers to sell their products.  Marketing to their existing customer list and hoping for referrals is not going to provide the growth they need.

Corporate Telecommunications need to promote their business proposition to new resellers that are of a certain demographic.  Without targeting new resellers the business will not grow and Corporate Telecommunication’s suppliers will funnel their marketing budget to competitors.

Corporate Telecommunications realised that they needed to capture the details of new resellers who were already in a position to sell high volumes of telecommunication equipment.

1000 entries in the first day

Corporate Telecommunications commissioned smARTebusiness to come up with a competition that met its business objectives.  SmARTebusiness proposed a competition that would use the hype surrounding the 2006 World Cup and a great prize to get Corporate Direct noticed.

A microsite was designed that allowed potential resellers to win a 42” Plasma TV.  To enter the competition the resellers had to enter their details and opt in to email marketing.  To draw people into the site smARTebusiness built an addictive Flash game that encouraged viral marketing from send to a friend.  Players of the game had to see how many kick ups they could do and out play their friends. 

Key websites that had the correct user demographic were targeted with competition specific banner adverts.  These adverts grabbed the user’s attention and drew them in with the Plasma TV promotion.

Email marketing was also used to communicate the competition to existing customers who then used the send to friend links to increase the viral marketing effect.

At the end of the promotion Corporate Telecommunications has over 2000 new reseller contacts which their telemarketing team can use to convert into active resellers.

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