Intel unveils marketing programme for channel

Chip giant Intel has announced a new global tool to aid Middle East resellers in their marketing efforts by collaborating with Google.

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By  Dawinderpal Sahota Published  April 29, 2007

Chip giant Intel has announced a new global tool to aid Middle East resellers in their marketing efforts by collaborating with internet search engine Google. The vendor has created a new virtual marketing storefront for its reseller channel and is also rolling out an advertising programme, which allows resellers to easily place online advertisements with Google. The online marketing storefront allows select resellers to place print advertisements, order merchandise and services, and easily customise collateral with their company information or logo. The initiative with Google allows resellers to identify keywords, which when typed into the search engine, will display an advert providing a link to the reseller’s website alongside the Google results. Intel reckons the key element of the programme with Google is relevancy of message, which allows resellers exposure to the appropriate end-users. According to Donald MacDonald, VP sales and marketing and global marketing general manager at Intel: “It’s a bit like ordering skis in summer — nobody’s looking to buy skis when they’re advertised in the summer, it would be better to advertise them six months later when its on everyone’s minds,” he said. “Similarly a reseller in one country may be focused on healthcare, for example, and this initiative allows resellers to target those people browsing the internet for healthcare related IT products.” Intel reckons that the Google initiative means less by way of up-front investments from resellers, a key element of its new Intel Inside Track Two channel programme. MacDonald admitted that although most people do not pay heed to the ads, the sheer number of Google visitors, coupled with the wording and layout designed by the Google team, has contributed to the high expectations Intel has for the scheme. “For an initiative like this, 4% is considered to be a good response rate,” he confessed. “96% of people who saw the ad pay no attention to it. But you're dealing with such large numbers and the key is that 4% who care about it. The beauty of the scheme is partners only pay if the consumers use it.” Steve Dallman, worldwide reseller channel organisation general manager at Intel, revealed he was sceptical of this initiative at first. He told Channel Middle East: “I thought who could possibly want to do this? It can’t work,” he confided. “But when we tested it with our channel accounts, every single one of them came back to us wanting more. They were getting great results from the initiative and were really excited by the tool. Some of their websites that had 270 hits before the initiative were starting to receive hits in the region of 17,000,” he claimed.

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