Hewlett-Packard (HP), the technology solutions provider, has signed on Interface
Interactive to handle its below-the-line (BTL) business. For those not in the know, Interface Interactive is the direct marketing and interactive division of Interface Communications, a member of the Interpublic Group.
Interface Interactive is the second agency to be empanelled for BTL besides BTL specialist, Solutions. As for the above-the-line part of the business, Publicis continues to service the account.
As per the deal, Interface will conceptualise, strategise and execute programmes for channel partners, on-line and off-line loyalty programmes, along with events and roadshows. Analysis of the buying behavior and customer response to various offers from HP would also be in important component of Interface's assignment.
Elaborating on the task at hand, Niteen Bhagwat, CEO, Interface Communications, says, "Interface will help HP channel partners in not only selling HP products effortlessly but also create a favorable image for the brand in the market. We will assist HP in maintaining a strong feeling of motivation and achievement among HP channel partners using various motivational tools and programmes."
To that end, Interface would also conduct periodic checks to evaluate training inputs to channel partners and provide modifications and improvements. This would help the company map its retail branding/training needs and provide marketing support in developing specific inputs for sales planning.
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