Cellnet cans Inov8 roadshow

Cellnet cans Inov8 roadshow

Distributor cancels products roadshow just weeks before first event

Cellnet has axed its annual product roadshow, Inov8, to focus on more tailored, state-based marketing programs.

Newly installed managing director, Mark Bloomer, said it had weighed up the pros and cons of running the show and decided against it. The roadshow was due to kick off in Adelaide on June 5.

Most of Cellnet's vendors had been supportive of its decision, he said.

"The strong consensus when we discussed it internally and with vendors was that [Inov8] was not the best way to spend our marketing money," he said. "We can do a better job with more focused initiatives that are state driven."

Bloomer claimed it had not outlaid any significant sums on the event.

The Inov8 roadshow was one of many marketing initiatives being driven by former Cellnet managing director, Adam Davenport, and general sales manager, Martin Bicknell. Both resigned from the distributor in the past week. Alongside Adelaide, the roadshow was scheduled to run in Perth, Townsville, Mackay, Melbourne, Sydney and Cairns before heading to the distributor's home town of Brisbane. Cellnet chairman, Reg Clairs, said the the costs of holding the event outweighed the value of it.

"Our events also followed six weeks after the opposition's [Ingram Micro] expo, which made it difficult," he said.

Cellnet vendor partner, Lenovo, was a silver sponsor of Inov8 and had put down $15,000 in marketing collateral.

"We were looking forward to it and are disappointed it has been cancelled," spokesperson, Heather Jones, said. "But we understand it was an initiative that Adam and Martin were driving. The new team has chosen to spend the money elsewhere."

Jones said Cellnet state managers were now tasked with developing more tailored vendor marketing programs. The distributor hoped the new plans would deliver a better return on investment to vendor partners, she said.

"We have asked for a proposal on how they plan to spend the marketing dollars we provide and hope we will see more targeted activity," Jones said. "We'd also like to ensure our full marketing spend is there for future plans."

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