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Capturing the imagination of PFU's resellers

PFU (EMEA) Limited needed to cut through the competitive noise bombarding its channel partners in a crowded market while protecting its market-leading position. OneGTM created a long-running incentive campaign that delivered record partner engagement.

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The Client

Rooted in technological skill, PFU (EMEA) Limited is the wholly owned subsidiary of Fujitsu Limited, responsible for the marketing and sales of Fujitsu document scanners across EMEA.

The Challenge

With PFU (EMEA) having reached 10 million scanner sales worldwide in the summer of 2017, OneGTM wanted to create a campaign that would build awareness of PFU as the market-leading scanner provider.

We wanted to engage resellers to participate in PFU’s Imaging Channel Program (ICP), strengthening relationships and building loyalty, and to drive incremental sales of PFU products and associated revenue.

Our Solution

Our campaign centred around a prize draw for channel partners to win one of eight places on a five-day excursion to Japan – positioned as ‘The trip of a lifetime’.

Crucially, entries to the prize draws were linked to the volume and value of resellers’ sales. The more and the higher the value of their PFU sales during the campaign period, the more entries they gained into the prize draws.

For their sales to be eligible, resellers had to be members of both our reseller engagement programme (the Imaging Channel Program) and our loyalty scheme (Imaging Rewards).

The Results

We helped PFU to build stronger relationships with its existing channel partners, recruit new partners, drive more growth for its partners and grow its own revenue.

The exceptionally positive response of channel partners demonstrated a tangible heightening of the PFU/partner relationship.

The increase in channel engagement was clearly reflected in the surge in the number of units registered. All of which enabled PFU to consolidate its leading market position while achieving a significant boost to revenue.

What the client said...

The targeting, messaging and timing of OneGTM’s integrated campaign maximised our returns by building engagement over the extended campaign period. By creating the right incentive together and delivering it with excitement and innovation, we took incentive-driven sales to new heights.

With a marketing department of only four people working with OneGTM enables us to successfully deliver high volumes of communications – gaining buy-in from our sales teams and elevating our ICP and IR above the industry norm.

Neil Walker - Head of EMEA Channel and Event Marketing PFU (EMEA) Limited

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