Technology Provider: Gratitude Pays Off

Pure Storage, a leading provider of storage solutions, reinforces loyalty in their top-performing partners with an award-winning program.

The Client and Their Past State



The Client

A globally distributed provider of IT services with a long-running incentive program, Pure Storage.



The Audience

Account Executives and Sales Engineers, indirect sellers of the client’s offerings.



The Objectives

Inspire brand loyalty and show appreciation for top partners
Elevate transactional loyalty to emotional loyalty
Drive partner retention



The Challenges

During the COVID-19 pandemic, the client was concerned that their top customers were not being appreciated enough for their loyalty, which might lead them to buy less in the future.

The Client’s Current State and Key Results

Above and Beyond

The program has enabled Pure Storage to gain more mindshare in the market, while recognizing channel partners for creating new opportunities and loyalty.



Highly Engaged

Overall program communications had an open rate of 60%, almost 3x the industry average for B2B communications.



Award-Winning

Winner of Hermes, MarCom, Communicator Awards, and B2 Awards for Channel Marketing Strategy.

“The quality and creativity of the agency’s marketing campaigns as well as the professionalism and service level of their organization enhances our brand and makes us proud to partner with their team.”

“HMI’s deep expertise and unparalleled creativity has enabled us to deliver a global program that our channel partners love and are truly proud to participate in.”

Brad Lipscomb, Senior Director Channel Operations, Pure Storage

“I really have to say, Pure is head and shoulders above any business partner I’ve worked with in showing their mutual partners real, tangible appreciation for the partnership and business that’s done through the relationship.”

Pure VIP Rewards Program Participant

How They Got Here

Marketing

Program Design

To recognize their longstanding partnership and continued loyalty, Pure Storage invited its top performing partners to join its Pure Rewards VIP Program. Invited participants were given the chance to achieve “VIP” status for meeting their channel-led deals and revenue goals, which came with substantial benefits. These included reward credits, swag, and surprises.

Reward Opportunities:

Rewards catalogs varied by country, but included some or all of the following:

- VIP merchandise rewards options, featuring the most popular brands in each category
- Virtual events
- VIP concierge experiences
- Additionally, as an extra way to say “thank you” and keep the program top of mind, participants received a custom branded swag box full of high-value surprise rewards.

Orange Ticket Adventure Promotion: to further boost engagement within the program, HMI and Pure Storage worked together to design a highly successful, layered sweepstakes promotion, the Orange Ticket Adventure. Participants were offered the chance to earn “Orange Ticket” entries for engaging in particular preferred activities with Pure Storage and the VIP program. These entries were put towards a sweepstakes for a once-in-a-lifetime experience in one of several premiere destinations, such as the 2022 Qatar World Cup.

Strategy and Implementation

Engagement: To keep the audience engaged in the program, an award-winning marketing plan was conducted monthly, quarterly, and ad-hoc to keep the program top of mind.

- Ongoing communications to thank and reward partners for their loyalty and remind them of their benefits of VIP
- Gamification, including a “VIP Open” golf game for higher-tier partners as an opportunity to earn extra rewards
- Program overview and premium catalog mailed to house
- Surprise and delight boxes and bonus credit communications to thank them
- Behaviorally triggered communications (eg, for participant birthdays or website activity)
- Special statuses, recognition, and rewards to distinguish partners who earned VIP status multiple years in a row