Background...

Vantex, a subsidiary of leading international IT product distributor Ingam Micro briefed SAM to manage a monthly direct mail product catalogue program to target resellers.

The brief...

The catalogue had to be produced each month quickly and cost-effectively for mail and email. Product profiles had to be presented to clearly outline the benefits to end-users as well as the reseller.

Execution...

SAM recommended that Vantex fund the direct marketing program via supplier contribution. Pages were divided by quarters and suppliers were given the right to book for page space for each edition. SAM was provided with a skeleton brief each month and was required to research the products, write copy and design hard-hitting adverts and visually appealing page layouts and coordinate print production and postage to a database of x 4000 resellers.

Results...

Big brand suppliers welcomed and jumped at the opportunity to book full-page adverts in an affordable trade catalogue. Resellers eagerly awaited their monthly printed and electronic catalogue copies and the opportunity to communicate a range of promotions to their own database customers. Feedback from the Vantex sales and marketing teams indicated that a combination of traditional mail and email marketing worked very well to drive trade sales and increase loyalty.

Footnote...

SAM's email marketing software enables subscribers to view campaign results in real-time and to maintain up to date database records. Sales teams can identify and focus on those customers and prospects that regularly open email marketing bulletins.