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
- Inspire brand loyalty and show appreciation for top partners
- Elevate transactional loyalty to emotional loyalty
- Drive partner retention
The Client’s Current State and Key Results
Above and Beyond
Winner of Hermes, MarCom, Communicator Awards, and B2 Awards for Channel Marketing Strategy.
“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.”
How They Got Here
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
- 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