Channel partner adoption of the Genetec EMEA Digital Advocacy Platform was low and stagnating. A new approach was needed to communicate the benefits of participation.
The Brief
Genetec had invested in a Digital Advocacy Platform to support its EMEA channel partners. Early adopters witnessed remarkable results in terms of increased brand awareness and traffic to their websites. However the vast majority of partners were not making use of it.
Solution
Say reviewed the current promotional activities & identified a pervasive use of marketing jargon & lack of comms about tangible business benefits as key barriers to adoption of the new platform.
We took a radically different approach, starting by developing a success story & infographic that humanised the programme, and highlighted real benefits, using jargon-free language.
This peer-to-peer story was disseminated with highly personalised emails, which teased 40+ partners forecasting the potential reach, follower growth, traffic and return on advertising spend that each partner could achieve by joining the programme.
