Midland sets up £30k dealer fund


Midland Distribution is to spend £30,000 in joint marketing activities with its partners this month.

Around 20 of its top B2B dealers have been selected to pitch Orange Business tariffs to new customers through an email marketing campaign. Each will have 12,000 business leads to target. Emails will be co-branded by Orange and the dealer, and set out details of RIM’s BES Express on Orange.

Midland Distribution sales manager Peter Liley (pictured) said he expects an uptake rate of two per cent from the activity – 5,000 new customers. He said: “We have contacted the ‘cream’ of our partners to participate in this co-branded push. We may look to expand the number, depending on  feedback. The campaign is on the back of the recent BES Express training our dealers underwent.”

Later this month, Midland is also launching its tariff calculator as a software tool on its web portal. The tool collects customer data and compares their usage and calculates the best Orange tariffs for them. Liley said the tool is ideal for IT and fixed line dealers looking to sell mobile. He expects to gain 50 IT and fixed line dealers on the back of the launch.

“They are not provided with enough information and often don’t feel able to sell the mobile as a result.”

Liley said new connections and  upgrades increased by 12 per cent between March and April.