3Com reseller Cedric Ng of Melbourne-based Hexatec Service Centre is the first winner of the networking vendor's reseller promotion. His reward for buying a special four-pack counter unit of the 3Com US Robotics 56K V.90 Voice fax-modem is one of seven brand new Toyota Starlet vehicles.
The reseller promotion, which started mid-October will run for seven weeks until all seven Starlets are drawn.
According to Andy Hurt, 3Com's marketing director, the promotion is one of a number of strategies the vendor is employing in a bid to increase its share of the Australian modem market to 30 per cent by the end of the financial year.
Hurt said these sorts of promotions have resulted in strong reseller alliances for 3Com and heightened brand profile in the channel.
"This particular promotion has been designed to stimulate the interest of the resellers and to continue 3Com's education program," Hurt said.
Even though 3Com's four pack is more expensive than some others, Hurt believes that resellers are beginning to sell more value added services and understand that cheaper is not necessarily best.
"Selling a brand is important in this market climate," he said.
This is the first of many similar publicity strategies in an attempt to capture a larger slice of the lucrative modem market. Hurt anticipates that 3Com's marketing direction will attempt to involve the entire channel and that the focus upon resellers in this instance is just the beginning, there will soon be a strong drive into the retail sector as well.