Situation
Need to address current cable TV and internet subscriber confusion over multiple features, options and offers due mainly to a missed opportunity to bring the existing customer segmentation to life and put to use as a key marketing sales tool.
Challenges
- Multiple product bundles with numerous options
- Complex product feature messaging
- Competitive offers/claims
- Offer-driven subscriber base
- Overdone customer segmentation
- Reliance on mass marketing communications
Goal
Develop an actionable communications platform for upgrade, renewal and loyalty based on existing customer data to create a more loyal long term customer who is rewarded instead of sold.
Solution
Strategic Power Path:
Conducted extensive review of potential target and market data.
- Sweet spot discovered in online useage pattern
- Target time limitations dictate "concierge" type program
- Target under assault from multiple advertisers
- Limited leverage of data collection within industry
- Measurement plans non-existent
Developed strategy to compliment other marketing, while testing new ideas.
- Budgeting based on maximizing results
- Plans for an online Marketing Machine
- Data collection for future segmentation
- Developed a realistic ROI test plan
Program roll-out within 6 months of developing strategy and launch plans.
- Target population directed to website from search
- Website serves as both data collector and educator
- Offered off-line communications to augment brand awareness
- Built a reporting online function to keep marketing informed
- Leads sent directly to sales from database Marketing Machine
- Online procedure video helped prospect adoption
Testing required enhanced data-collection techniques to deliver better ROI.
- Facilitated marketing-to-sales communication
- Improved quality of sales leads
- Formalized marketing process
- Set benchmark ROI
