able Industry Case Studies

Below you will find some example case studies:

Cable Subscriber Upgrade
Case Study 20

OVERVIEW
A leading national MSO cable company wanted to introduce digital upgrades to their subscribers and lower acquisition costs. Their campaign goals included:
•Increase digital subscribers
•Increase high speed internet subscribers
•Increase premium channel/special event package subscribers

STRATEGY
The strategy for this campaign included holding quarterly meetings to develop voice messaging strategies for the coming three months of “upgrade calling”. Voice messaging was used as both a stand alone service and in conjunction with direct mail to promote each service individually.

ACTION PLAN
MarkeTouch Media consulted with the MSO and helped to determine how best to segment their database for optimal ROI. Additionally, it was decided that voice messages supporting each service be targeted to individuals who had a high propensity to respond. A “Wave” campaign was put into place utilizing stand alone, pre and post-mail messages encouraging subscribers to upgrade. All of the messages were benefit focused and served as notification of upcoming events. The pre-mail message asked the subscriber to look for a special offer in the mail. The post- mail message created a sense of urgency around timing of the special offer. Stand alone messages were created using various celebrity voices in the messages.

BENEFITS/RESULTS
The combination of meaningful, “high touch” voice messaging created by MarkeTouch Media and direct mail have consistently increased response rates by 30 - 70% for subscriber upgrade campaigns.

Cable Subscriber Upgrade 20.1

Cable Subscriber Upgrade 20.2

Cable-Pay-Per View
Case Study 25

OVERVIEW
A DirecTV provider wanted to market a Pay-Per-View (PPV) sports package to customers who were redisposed to purchase sporting event programming. The client wanted to persuade customers to take advantage of an Early Bird Special” and purchase the programming prior to the airdate via their remote controls as opposed to over the phone. Remote control orders were more efficient and lessened the cost to acquire each customer.

STRATEGY
The strategy for this client was a MarkeTouch Media “Drive-to-the-Remote/Call Center” voice messaging campaign focused on primarily driving customers to their television remote controls for details on the sports package and to order. Secondarily, customers also had the option of calling a toll-free number to purchase the package. In addition, customers who purchased prior to the airdate received a discounted package and helped reduce the number of last minute orders, ultimately relieving some of the stress for the provider.

ACTION PLAN
MarkeTouch Media developed two separate voice messages for this campaign. The first message was delivered to subscribers who had purchased this particular sports package in the past. This message mentioned the subscriber’s previous order and the need for an immediate response. The second group of subscribers was thought to be prospect-rich because they had purchased other types of PPV sports events in the past. The message sent to this group also played off of the existing relationship the DirecTV provider had with this subscriber. Both scripts used a “Specific Offering” strategy touting the benefits of the “Early Bird
Special”, driving subscribers to their remote controls to order and mentioning the toll-free number. The messages used a female voice talent and were friendly, upbeat and lighthearted in an effort to appeal directly to the suscriber and make them feel comfortable and secure in their decision to purchase.

BENEFITS/RESULTS
MarkeTouch Media achieved a 55% average voicemail hit rate for the client. This campaign also exceeded the set goal for response, 5% of the previous subscribers group who received a MarkeTouch Media voice message opted in and re-purchased the package. This was an excellent response rate, proving the power and effectiveness of voice messaging. Based on the success of this campaign, the DirecTV client has expanded it’s use of MarkeTouch Media’s voice messaging services which are now an ongoing part of their
marketing mix.

Cable-Pay-Per View Cast Study 25.1

Cable-Pay-Per View Cast Study 25.2