Yeager Marketing has partnered with Dell marketing teams to achieve many great outcomes.
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Dell approached Yeager for help in motivating their top partners to participate in the Dell incentive program. To give the new program some traction, Dell needed to create a central place for their preferred partners to learn more about their Precision products and stay up-to-date on sales incentive news.
Yeager created an email campaign that drove target partners to a gated microsite with essential program and product information based on the role a partner sales rep holds in the company. Partners were invited to the site via a multi-touch email campaign driving the top partners’ sales teams and technical specialists to sign up for the program. The email campaign was designed to continually drive registrations by introducing the program and then nurturing interest with updates and reminders to visit the microsite to existing partner rep participants.
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The site contains a variety of assets that could only be accessed through the site as well as an auto-updated leaderboard that tracked which partner companies were selling the most Precision products, stoking the competitive spirit among partner groups participating in the program. Yeager added a prize wheel, that participants could virtually spin for prizes. Yeager also produced real-time reporting that tracked individual sign-ups for the program, any downloads these individuals made, and their overall engagement and time on the site. The program was a huge success and is still running in use.
Yeager reformatted the WRxD site and all associated content, quarterly programs/incentives, and promotional emails to address the specific challenges outlined by the Dell team:
The primary goal was to increase the subscriber base to 3,000 (50 new subscribers) within a 1-2 month period. Yeager rebuilt the custom site with an emphasis on user content engagement. The Dell team needed the project to be accelerated from a 12-week build to a 6-week build in order to launch before the end of 2022. Yeager built a roadmap to develop the site in phases due to timeline and budget in order to accommodate this.
The restructuring of the site made a significant impact on the engagement level for new and existing partners.
Yeager scripted micro experiences that allowed a user to choose which grade levels they were most interested in as each grade level offers different capabilities for applying the technology in the classroom. Each classroom experience is roughly 5-8 minutes in duration and is self-guided by the user so they can focus on the products that interest them most.
Dell used the VR experience to educate partners on the capabilities of Dell products in the classroom, and then as a follow-up effort to help partners sell to customers, the experience was loaded onto Dell Alienware and Precision products that were shipped to partner companies for use at customer meetings or events.
To help partners extend the VR experience, Yeager produced an “after VR experience” lead generation campaign that was sent to the partners’ customers who experienced the VR. A few days after seeing the VR customers were put into a series of three emails that directed them to a microsite replicating the VR experience. In this setting, customers could re-visit their different classroom levels with associated products and then “build their own” virtual classroom with Dell products—forming a classroom blueprint of Dell products. After creating their own classroom, their products could be placed in a cart and emailed to the user interested in learning more about the future-ready classroom products available. Partner sales reps received the list via email and could use the information to further customer conversations.
Dell is seeing a tremendous amount of traction from providing the VR campaign kits to partners, in both partner adoption of Dell products as well as from the kits helping partners sell. The VR experience has now been adopted by top Dell partners and additional modules were created that integrate an eSports component into the experience.
The Dell team responsible for the Dell Work Reimagined Partner site was seeking a more engaging way to interact with partners and drive more visitors to and through their partner portal. Yeager created a virtual escape room experience that embedded multiple brand resources to provide users with an exciting alternative to scrolling through new content.
Dell and Yeager conceived an incentivized virtual ‘Escape Room’ experience that immersed partners in a virtual coffee shop where their mission was to collect a handful of clues in order to escape their current environment, earn a $25 coffee gift card and enter the Work Reimagined website.
The primary goal of this digital experience was to create a unique, new experience that would encourage existing partners to return to the site and new users to engage for the first time.
The project resulted in a significant improvement in engagement, with more than 800 partners completing the escape room experiences. The Escape Room also re-engaged dormant partners with the Dell/Intel/Microsoft brands as they took a break to participate in this quick 15 min digital experience.
Hello! I’m Mark Yeager, President of Yeager Marketing. Our team is excited to help you launch your next initiative. Please use the form below to tell us about your project and our team will contact you for a free consultation.
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