IT resellers are key audience for IBM; they are an extension of the IBM sales force consulting, selling and distributing IBM hardware, software and services.
IBM launched its smarter planet initiative to this channel audience to demonstrate the vital role that these resellers play in helping to fuel the growth of SMEs.
This media savvy audience hold a deep knowledge of the IT space so opting for a push strategy only in this often cluttered environment would hold little chance of cut through.
360? communication is key to understanding which IT issues are closest to the channels heart, allowing an adaptation of marketing messaging to address pertinent industry topics in real time.
The commitment which IBM has to the channel space pays dividends in terms of insight and customer understanding. Striking up conversations surrounding concerns, such as client security, demonstrates ever important thought leadership in a rapidly expanding digital age.
The Insight
With a wealth of often contradictory information available, the channel are wondering what cloud is and what it really means for their business. Some channel players have already thrown their weight behind it and have invested in cloud but many others see it as a threat to their traditional reseller business.
BIG Idea – Run a live chat room to the channel market- First one ever based on ‘Embracing the cloud’ in the channel
IBM partnered with CRN to invite IT Channel members to an online social chatroom, which was created and hosted through a digital video platform. The chatroom was designed to provide insight and advice for resellers interested in cloud computing and its impact on their business models.
The session gave resellers live as well as ‘on-demand’ access to IBM BPO vice president Jacqueline Davey, as well as industry experts, Tony Lock (Freeform Dynamics) and John McGurie (CEO FreshTL).
IBM was able to demonstrate its thought leadership by engaging with a core business audience in a new and compelling way, while still giving their message tremendous relevance and context.
The current expansion of digital information provides a plethora of different reasoning for any topic which a person cares to search for, so a good new-fashioned debate with industry experts can be priceless.
Spreading the word
‘Thank you for attending’ and ‘sorry you could not attend’ emails with on-demand link were sent out, offering on-demand viewing at www.channelweb.co.uk.
A dedicated report in CRN magazine gave extra depth to the debate, and ensured that the findings were circulated to a wide channel audience.
‘Talking heads’ videos of the experts were created as digital voxpops. This method of creating online messaging around immediate customer feedback increased their relevance to the audience exponentially. Conversational knowledge could then be passed on through more standard routes to market such as pre-rolls and video MPUs.
Results/benefits
Initial results show 123 live attendees of the chatroom, with a lengthy average engagement time of 22 minutes.
Advertising collateral such as the editorial report and on demand resources answers questions at the forefront of the customers mind. This adaptive form of content generation ensures that you aren’t patronising your audience but are still addressing their concerns clearly.
