HP revs reseller engines with rebates

HP revs reseller engines with rebates

Hewlett-Packard (HP) is hoping its sponsorship of the BMW Formula 1 team will translate to greater speed in the channel, announcing a new incentive and rebate promotion for its server and storage range.

The promotion, dubbed Start Your Engines, comes on the heels of the highly successful 'Need for Speed' strategy.

"We wanted to offer incentives and award resellers coming up to Christmas to show our continued support of our channel partners," said Nicholas Lynch, market development manager for industry standard servers at HP. "Our number one strategy is to support our business partners - that means both large and small resellers. At the moment it is a very competitive market."

HP will offer a $100 rebate on each ProLiant or tc2100 server sold between December 2 and February 14. Compaq and HP-branded tape drives will also attract the $100 rebate, while HP server and storage services will carry a $50 rebate.

Furthermore, HP will triple its rebate offerings between December 9 and December 20.

"It means that for a complete solution you are looking at a $1,000 rebate. We are trying to encourage the reseller to sell infrastructure solutions rather than just a one-off product.

"We know it is a busy time in terms of buying stock in for rollouts in January. We want to offer more advantages for them to order now."

The promotion is aimed at resellers that buy directly from HP and those that source product through its distributors, Tech Pacific, Ingram Micro, Digiland, Exceed, Dicker Data, Express Data and Lynx Technologies.

"You don't need to be the big guy on the block to reap the rewards of the promotion. The rebates will go to the reseller principle, but there are also sales incentives."

HP will also award three "Ultimate F1 Experiences" at the 2003 Melbourne Grand Prix to nominated sales representatives. Each trip is valued at more than $5,000 each and includes airfare, accommodation and three-day entry as an HP guest to the BMW Catering area at the Melbourne Grand Prix in March 2003. Every two weeks of the promotion, HP will also give away 10 BMW teamwear packs.

"Total prizes are worth $18,250 plus the cash rebates. So we are making a significant investment."

Resellers can download the claim form for the promotion at

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