Almasa launches innovative new web publishing scheme for partners

Almasa distribution is set to roll out a new web-based application that will allow reseller partners to create their own marketing magazines

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By  Mark Sutton Published  March 30, 2003

Almasa Distribution has announced an ambitious new marketing initiative for its resellers. From May, the distributor will be offerings it preferred resellers a new, web based service to allow them to create their own sales magazine for their customers.
The magazine will be based on Almasa’s own Business Partner magazine, and is intended as a marketing tool for resellers to give to end users.

“Vendors are doing marketing, distributors are doing marketing, but when it goes all the way to the end user, you don't see enough one-to-one marketing, where you have a strong sales message, and end-user prices. They are the ones we are targeting,” explained Frank Albadi, marketing and communications manager, Almasa.

The scheme will give resellers access to a web-based application, Web To Print, that will provide them with templates for a Business Partner-style magazine. When the reseller logs in, their contact details, logo and other personalised information will automatically be entered into the template.

From there, the reseller will then be able to choose which vendors and products they want to include, amend the end user price and even select which language the magazine will be printed in, from a choice of English, Arabic or Farsi.

“Whatever we do for vendors like HP, Intel and Maxtor will be there, there is no need for the resellers to have to wait to get approval as the magazine will be designed according to the vendors corporate guidelines. The whole thing is wizard-based, it is very quick, and it can all be done in a matter of clicks,” he said.

The application will be linked to a multi-vendor loyalty scheme. Resellers will earn points based on sales, and the points can then be spent on printing however many magazines the reseller requires.
To finish the offering, the resellers will either be able to burn the finished templates to a CD and take them for printing, or send the online documents to Almasa, who will then print the magazines and ship them back.

“Business Partner is very, very sales oriented, rather than just another source of information for the channel. I believe I will not add any more value if I adopt a model used by hundreds of other information magazines, I need to give the resellers an opportunity to sell more,” Albadi explained.

At the back end, the vendor project managers will eventually be given access to the system so that they can automatically update product details, and there are also plans to develop the concept to print a networking guide in the near future.

“Many vendors have marketing collateral just sitting in their warehouses, but by putting all the elements online, we aim to give the resellers a sales tool they can really use,” Albadi said.

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