|
Objective:
To
test the effectiveness of annual Adult Free Previews across 149,530
addressable subscribers spanning 4 systems by measuring the response
rate and tracking whether customers had purchased Adult PPV or any
other PPV product in the previous 12 months.
Plan:
Design
a campaign plan which effectively advertised the Adult Free Preview
in a tactful manner while coordinating the tracking efforts of the
results. In addition, the project required collaborative planning
and execution across several internal groups.
Event
Schedule:
·
Three
month advanced planning required to design and place ads in PPV
catalogs as well as implement marketing, programming, operational,
customer service and engineering plans.
Marketing
Tactics:
·
Ran
300 co-branded cross channel spots which were carefully screen for
tasteful and tactful appeal.
·
Cross channel spots were run in 6pm-12am day part and omitted Nick
at Nite & Family channel
·
2
co-branded news print advertisements ran in two separate PPV catalogs
mailed to PPV users.
·
Billing
messages were instituted for one billing cycle
·
5,000
lobby flyers were distributed to 7 Cable stores.
·
Parental control features of addressable set-top box was emphasized
in all tactics.
Costs
for AT&T Broadband (formerly TCI):
·
$0
for 300 cross channel spots.
·
$0
for ad run in PPV catalogs.
·
$0
for bill message.
·
$100
in printing costs for lobby flyers at Cable stores.
Results:
·
Of
the 149,530 addressable set-top boxes measured, 4.3% responded to
the Free Preview (6,430)
·
41%
had not purchased any type of PPV in the previous 12 months (2,636)
·
67%
had not purchased any Adult product in the previous 12 months (4,308)
·
The
conclusion is that not only did the Free Preview draw new subscribers
into the PPV category, but a majority of the participants had not
purchased adult PPV in the previous 12 months. In essence, the adult
Free Previews proved to be a good tactic to draw new customers.
As an added step, the respondents of this project were profiled
by
Microvision MV-50 Cluster codes
against the results of other PPV projects. The comparisons
were kept on file to build an ongoing class of PPV users.
<<
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
|
