Campaign Spotlight: P3 Reseller Launch

The goal of this campaign was to increase sales via Samsung’s newly designed, benefit-driven Power Partner Program (P3 Program).

Clear objectives were outlined at the start of this initiative:

1. Reposition & clearly communicate the benefits of the new P3 program
2. Increase activity within existing P3 members-community
3. Attract additional resellers to the program to increase sales of Samsung IT products

Utilizing Print Advertising, Collateral and Direct Response efforts helped this campaign to reinforce the benefits derived from being part of Samsung’s P3 Program.

Samsung is one of the few organizations to offer dedicated sales support for their Reseller partners. There are now 3 levels of service associated with this program. Even if you achieve the first level of qualified sales, Samsung will assign a dedicated inside sales person. This is a proven unique and key differentiating factor for Samsung in the highly competitive peripheral Reseller market.

Campaign Results

• 20% revenue growth for Q1 2007 vs. Q1 2006
• 234 new P3 members in Q1 2007
• Average of 1,025 P3 users per month, surpassing the total average active users of 880 per month
• 25,435 opened P3 email communications in Q1 2007- with continually increasing totals per month
• Approximately 80 resellers moving from Bronze to Silver, 12 Silver moving to Gold, and 4 Gold moving to Platinum in Q3 2007

Chris Georgieff
Account Director
Cheil Communications Irvine