Every channel vendor wants to do more with less, particularly in this economy. One way of achieving that is by being more efficient: cutting out waste, running lean, and employing talented, versatile individuals who can self-motivate and multi-task. When it comes to the channel, self-motivation takes on a whole new meaning in terms of getting channel partners to act and share sales strategies. There has to be a benefit for the partner. That’s why incentive programs are key in pushing partners to act.

It was only fitting that Eaton Corporation, known worldwide for their power management solutions, asked Strategic Insights to develop a contest website to promote the concept of “Efficient Uptime” to its channel partners. Efficient Uptime has been a theme of Eaton’s for a while now—this was the next step in engaging the partners to become part of the message.

“The goal is two-fold,” says Eaton Global IT Manager Brooke Lang. “The Efficient Uptime contest not only reinforces our campaign message, it also encourages partners to share best practices with one another by documenting their success stories for everyone to see. We’re extremely excited about it.”

To enter the contest, a channel partner must describe what Efficient Uptime means to them and how they have delivered it for a customer, including the environmental and cost savings achieved. Bonus points are given for stories that include Eaton Solutions. Stories may consist of documents, presentations, pictures and videos. Eaton will choose two winners who will receive $2500 each.

“It’s really more of a microsite,” explains Associate Creative Director Chris Griffin, “which is not to diminish its importance, but better describes its focus: it’s a website with one purpose. Over the course of three tabs, which serve as sub-pages, visitors can get an overview of the contest, its rules and can upload their materials right then and there.” Partners can then choose to direct judges to a URL or upload content, or a combination of both.

Eaton plans on promoting the contest through email blasts, through its distributors, an online campaign conducted by Everything Channel and through its partner portal, also created by Strategic Insights.

Of the portal, Lang comments, “We’ve seen great results so far. Since its launch, we’ve grabbed an additional share and a half, and have outgrown the rest of the market pretty significantly.”

The important take away from the mini cast study is that just because you create a marketing initiative or incentive for your partners, that doesn’t mean they are going to act on it. You must make partner recruitment just as important as the program iteself.