|
Objective:
The
Corporate marketing team of AT&T Broadband (formerly TCI) approached
me at West Division headquarters to gauge our interest in participating
in a test market campaign aimed at high renting PPV customers. The
goal was to convert as many high volume PPV customers to Digital
Cable subscribers as possible. As one of three such participants
in the country, the campaign would be paid for by corporate, and
produced and executed on a local basis.
Plan:
With
a budgeted number in hand, the first step was to determine the maximum
number of first class letters that could be sent. Second, the number
of hi-volume subscribers had to be ascertained. With the number
of analog PPV buyers being 30% higher than the letters to be sent,
a Claritas Prizm profile was to be developed. With the Prizm clusters
selected, a total of 12,000 letters would be sent out. To ensure
a compelling offer, the features and benefits of Digital Cable were
clearly outlined. In addition, three PPV movie coupons were included.
Event
Schedule:
·
Two
month advanced planning required to execute the following: write,
proof and receive final approval of PPV Private Sales Letter from
Corporate; request profile and choose Prizm clusters; request labels
and postage for mail house processing; preparing customer service,
field and operations groups.
Costs
for AT&T Broadband (formerly TCI):
·
$0
for customization and processing.
·
$0
for 12,000 mailers.
·
$0
for postage and handling.
Results:
·
Of
the 12,000 recipients of the letter, 2,641
(22%) converted from Analog to Digital Cable.
·
With
the average monthly price of Digital Cable being $49.95 at the time,
if each customer retained service for one year, the added revenues
would be $131,918.
<<
Back to Skills & Strengths
More
Information:
10
Point Summation of Skills and Experience
Work
History
Accomplishments
Skills and Strengths
Creative
Samples
Testimonials
Contact
Industry
Knowledge:
State
of Industry
Video On Demand
High Definition TV
Digital Video Recorders
High Speed Data
Voice Over Internet Protocol
Interactive TV
Satellite
IPTV & Triple Play
Industry Links
Site Map
|
