EMC Velocity2 Partner Program
About EMC
EMC Corporation (NYSE: EMC) is the world’s leading developer and
provider of information infrastructure technology and solutions that
enable organizations of all sizes to transform the way they compete and
create value from their information. The Velocity2 Partner
Program focuses on developing mutually rewarding partnerships through
opportunity development and incentives, ease of doing business, access
to a high-quality portfolio of solutions, and partner loyalty.
Business Challenge
EMC’s Velocity2 team needed to make their North American
partners aware of a significant update to a product that previously
hadn’t performed to expectations. The team wanted to gain acceptance and
excitement from the partners so that they would be inclined to generate
sales momentum. In order to do this, EMC first needed to get their
attention and captivate them to deliver the product’s latest features
and benefits.
Hart-Boillot Strategy
Alongside the Velocity2 marketing team, Hart-Boillot designed
a “desk bomb” – a piece of unmistakably noticeable marketing collateral
– to garner attention from the partners. Hart-Boillot determined that
an old-school approach with low-tech mechanics would stand out and gain
the undivided attention of the audience for 20-30 seconds.
The Hart-Boillot team developed a simple box containing a ViewFinder
with nine slides, each with an important feature or benefit of the
product updates. The ViewFinder was supported by multiple sets of cards
containing the same features.
Results
- The ViewFinder “desk bomb” created immediate awareness and sales from North American partners
- A YouTube video was created to articulate the uniqueness of the idea and the information transfer – It has received over 5000 views
- EMC outposts from across the globe requested opportunities to create a similar kit based on its proven effectiveness and creativity
