HP ESSN SERVER REFRESH CAMPAIGN

CASE STUDIES

The Opportunity

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.

The Approach
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 Result

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.