CHALLENGE
One of HP’s unique strengths is their extensive partner community across Australia, highly focused on supporting mid-market and SMB segments.
HP wanted to improve how they engaged and empowered their network — by better understanding and addressing partner needs around marketing support to accelerate growth for partners, their customers, and the HP brand.
STRATEGIC SOLUTION
We started by designing a survey to capture HP partners’ views on where the relationship stood and how HP could better support their marketing to drive growth.
Acting on their feedback, we designed a strategic program focused on supporting SMBs through their shift to hybrid work following COVID. It led with a compelling positive insight uncovered during the strategic process: history shows that in times of crisis, SMBs bounce back faster and stronger than other segments — driven by their agility and ability to quickly invest in enabling technologies. This became the foundation for the campaign theme, ‘This is your time.’
The message resonated strongly with HP, partners, and most importantly, customers, as they worked to recover from the disruption of COVID.
We also recommended HP build a relationship with a small business association to establish an authentic in-market presence — an approach that proved highly effective.
OUTCOME
With a short window to Christmas this strategy delivered significant marketing qualified leads and 25% of these leads requested a remote workplace assessment from an HP partner.
This initial success led to a full annual program focused on generating SMB leads for HP partners and has also attracted broader support and investment across different HP business segments.