MaxData's UK push

MaxData has promised its reseller channel increased lead generation following the UK launch of its £5m European advertising campaign.

MaxData has promised its reseller channel increased lead generation following the UK launch of its £5m European advertising campaign.

The vendor manufactures a range of IT equipment, including desktop computers and servers, and has been running its end-user marketing campaign across Europe since April. However, this is the first time the campaign has been run specifically in the UK.

Warren Lewis, sales and marketing director at MaxData, said the campaign uses a “unique telephone service” to connect end-users directly with its resellers.

“On each advert there is a number that, when called by the end-user, randomly selects one of 10 resellers. It is currently running just with AMD products, but we are looking at rolling it out to other brands,” he said.

Bob Tarzey, service director at analyst firm Quocirca, said the system will ensure that all partners get a fair deal.

“Resellers will be reassured that the vendor isn’t working in favour of a particular partner. However, it does not address the issue of location and end-users could end up working with a VAR a long distance from them,” he said.