HP ESSN SERVER REFRESH CAMPAIGNCASE STUDIES
HP had a lot of customers still using Gen 3, 4 and 5 servers, but wanted to migrate them to the new Gen 8. Canadian HP reseller partners needed support if they were going to successfully reach—and refresh—all those end-users. HP already had a relationship with the customers, so if we could simply help put resellers in contact with them, the new-server upgrades would be easier, not to mention smoother. The program needed to be compelling in order to be effective.
AIM worked with HP to develop the kind of buy-in that would garner the biggest ROI. That’s when we developed the Transformer campaign. When resellers registered to participate in it, they were given viable end-user leads. That opened up the lines of communication between those promoting the refresh and those who really needed it. We employed specially created e-blasts, direct mailers, outbound calls and even a custom Flash site.
The success could be measured in hard numbers. About 120 resellers opted into the campaign and HP saw an overall ROI of 68:1. In fact, the Transformer campaign reigns as one of the most successful ones for HP in Canada to date.