Inside BlueStar VARTECH2008 — Post-Show Recap

Typically the buzz surrounding channel shows and conferences stems from new products being exhibited or keynote speeches that inspire the audience. This year's VARTECH was no exception, although there were two other talking points worth mentioning.

First, it was apparent to everyone that BlueStar and its VAR partners are very excited about the success of the value-added distributor's FUSION business-development program. Simply, FUSION is a program BlueStar VARs can participate in to help generate sales. The program includes tools such as direct mail, telemarketing, graphic design, Web development and optimization, online education, and even printing services. BlueStar is offering VARs personalized and professional services and marketing collateral with all these options. For instance, with BlueStar's 'e-Learns,' Web-based product demonstrations (almost like mini-infomercials) are produced with custom opening and closing messages from your company. The e-Learns can then be e-mailed to prospects in your area and are hosted for you on BlueStar's server for one calendar year. Combine that with a direct mail campaign and telemarketing to those same prospects, and you've got what Mark Fraker, BlueStar's VP of marketing, referred to as a 'multi-touch drip marketing campaign.' The results are pretty compelling. According to the 2008 Business Technology Benchmark Report, when it comes to the "open rate" of B2B electronic marketing, the national average is 10% to 22%. FUSION VARs are experiencing a 25%+ open rate. All without increasing your own staff or tying up your own valuable resources.

Another big talking point of VARTECH aligns with one of the hottest topics in IT today; the concept of 'greening.' Specifically, BlueStar announced its new green initiative. Personally, up to this point I've looked at greening a product or process as mainly an altruistic act. While Steve Cuntz, president and CEO of BlueStar, did state that altruism played a part in greening (indeed, according to Cuntz, BlueStar has worked hard to green its own internal systems), he pointed to something that should get a VAR's attention. Mainly, there are mandates by both state and federal governments regarding the recycling of electronic equipment, which, in essence, force companies to recycle. BlueStar distributed a mandate-related flyer at the event with a state-by-state breakdown of the laws. Needless to say, the majority of those in attendance had no idea they were breaking laws (let alone, that the laws even existed) by improperly disposing of electronic equipment. With this in mind, recycling becomes not just an act of altruism, but also staying on the right side of the law. The good news is that, beyond simply complying, there are numerous vendors such as HP and Star Micronics who offer financial incentives to VARs participating in their respective recycling programs. Therefore, savvy VARs can use a combination of the little known recycling laws and vendor rebate programs to further differentiate from the competition.