PROFILE:
The client is a leading provider of broadband services, deploying the
nation’s most advanced fiber-optic network to deliver the benefits of
converged communications, information and entertainment services to
its customers.
MARKETING OBJECTIVE:
Examine the different demographic, competitive, tenure, etc.
characteristic of players versus non-players.
Review the impact of customer characteristics on opt-in likelihood
and preferences.
Examine the differences between players and non-players in terms
of churn, call-in rates and usages where available.
MARKETING INITIATIVE:
Communifax partnered with a leader in broadband services to develop a direct mail piece and promotional Web site that featured Beyoncé and targeted over 1,700,000 current customers.
A mailer was distributed that included a game piece and encouraged
recipients to log on to a Web site to enter for their chance to win one
of the music and entertainment related prizes.
Once online, recipients participated in an animated Flash game designed for the promotional site that featured Beyonce’s tour bus.
After they completed the game, respondents were asked to use their
promotional game piece to discover their hidden prize code and learn
their prize status.
While their prize code was being processed, participants were asked to answer a few questions regarding their relationship with the client as well as encouraged to opt in for the latest news and special updates about new products and services
Prizes available for the promotion included:
One Grand Prize for a Toshiba 46" widescreen HDTV
Five prizes available for a two minute online chat with Beyoncé
Ten Apple® Mini iPod music players
Ten autographed CDs signed by Beyoncé
Fifty Ladies First Concert Tour T-shirt
RESULTS:
Over 55% of direct mail recipients responded to promotion
The promotion generated an email open rate of nearly 35%
The total number of respondents via email blast was almost 15%
