Making the Most of Marketing Development Funds
Target Audience: Small and Mid-Size Business Offices
CleanTech Offer: Energy Star Printers, Remanufactured Toner, Energy Audit
Learn how two mid-size Printing & Imaging Value Added Resellers nurtured prospects and informed their customer base of eco-friendly office equipment and supplies through monthly newsletters that generated open rates between 25% and 40% every month using marketing development funds provided by HP, Konica Minolta and Copystar.
As an HP Elite Partner and Authorized Dealer for Konica Minolta and Copystar, ALT and GemLaser, were given Marketing Development Funds (MDF) each quarter to spend on marketing. The manufacturers encouraged VARs to use the funds to reach out to prospects and customers through marketing campaigns, events or for sales training. However, the VARs often did not have the time or the resources to implement and track marketing campaigns so the funds were used for other purposes or not used at all, so they reached out to ecoImagine Group.
Steps to Achieve Goal
ecoImagine Group knew that the client had a fixed amount to spend each month and that these campaigns need to be tracked and reported in order for the clients to be reimbursed, so an integrated marketing campaign was created that could be implemented three times a quarter and be tracked using inexpensive email management software. ecoImagine met with the client once a week by phone to brainstorm content and promotions for the following month's campaign.
ecoImagine group created monthly newsletters that educated their audience on the latest printing and imaging technology, offered tips and tricks, shared current rebates and promotions and featured an employee of the month. Rebates and promotions were also posted on the client's web site in order to drive customers online where both clients featured an online store.
Each month, ALT and GemLaser targeted several thousand customers and prospects with their custom branded newsletters. Each month, open rates averaged between 25 and 40% leading to a predictable flow in inbound calls form prospects and customers. Web site traffic also spiked substantially following each monthly newsletter.
“The ecoImagine Group was an exceptional marketing partner for ALT. They listened to our needs, managed our customer email and print communications AND handled the entire management of the HP MDF program quarter after quarter.