Tech Pacific has partnered with a marketing company to provide its resellers with a library of promotional material from leading vendors. The Intersell service will help resellers compete on a level playing field with each other and direct dealer, Dell.
The Web-based Intersell application has been exclusively licensed to Tech Pacific and will be available to resellers through the distributor's TechLink website.
It allows resellers to rebuild vendor marketing campaigns, replacing contact details and pricing with relevant details for their customer base. The campaign can then be faxed, emailed or posted out to potential customers.
"It's all about building reseller capability to do more sophisticated marketing," Intersell general manager, Wayne Troy, said. "We are bringing the process down to a point where it is relevant to the SME reseller."
Launched this week, the service is being trialled for the first three months and Troy is hoping to get plenty of feedback from the channel.
"Over the years, there has been a real issue for resellers around how they use a vendor campaign for their own business without spending a lot of time and money making it relevant for their customers," he said.
"With Intersell, a vendor can launch a campaign in the morning and a reseller can have it rebranded and out to customers on the same day."
Tech Pacific managing director, Kerry Baillie, predicted the service would be a real boon for the channel - particularly smaller resellers.
"It will enable them to send out branded marketing that looks just as good as Dell's, is just as fast in getting out to market and just as cheap," he said. "For many, it will be the first time they have been able to send out decent material."
Although primarily aimed at smaller resellers, Baillie said there was no reason why a large integrator couldn't use the Intersell service to target government departments.
And despite Tech Pacific being recently acquired by its largest competitor in the local market, Ingram Micro, Baillie said he did not think this would impact on the Intersell announcement.
"The combined entity [of Ingram Micro and Tech Pacific] will keep what's good from both sides so I can't see there being any change to the Intersell arrangement," he said.
"It is fitting that this initiative has come from the Tech Pacific side because the TechLink website has become a resource used by people in the industry regardless of whether or not they buy from us.
"Resellers believe they own TechLink and this will just make it an even better offering."
The service should also be welcomed by the vendor community as it will see the channel approaching potential customers with professional marketing material that doesn't dilute the original message.
"We can also track take-up and rebranding," Troy said. "That will give vendors very useful feedback on which marketing campaigns their resellers liked and which ones they didn't use."
Privacy laws mean Intersell will need permission from individual resellers to pass this information on to the relevant vendor.
There are also plans to add more functionality to the system, according to Troy.
One initiative could see the company bringing on a telemarketing partner to offer a follow-up call service to dealers once a marketing campaign has been distributed.
He said there were other areas where the Intersell model would work just as well. The company would explore those once the partnership with Tech Pacific was running smoothly.
"We have licensed exclusively to Tech Pacific as far as the IT channel is concerned but it could be a huge reference site for us when we try to sell the model into other areas," he said.
"It will work well in any industry that operates a channel such as financial services or travel."