New Mover Acquisition Strategy – Suddenlink Communications

About the Project

PURPOSE: To deliver timely and relevant offers to New Movers before crucial buying decisions are made in order to influence and drive purchase decision.

KEY INSIGHTS:

  • Up to 30 million people move each year, and almost 60,000 people move every day. (Experian)
  • New homeowners purchase more products and services in the first six months after moving than an established resident spends in a two-year period. (Experian)
  • Those in the midst of a move often entertain the idea of starting fresh. (U.S. Census Bureau)

THE ECLIPSE SOLUTION:

Eclipse Marketing originated the concept for a New Movers large-format direct mail piece for Suddenlink’s Mid-South region and has played a key role in its strategic planning, creative development and execution as the program was eventually rolled out to all regions within the MVPD’s footprint. The tactic is designed to entice new movers to choose Suddenlink as their service provider with a welcome message that relays the features and benefits of Suddenlink’s services, and promotes aggressive offers.

By utilizing a large, glossy magazine format, features and benefits—including “Connected Home” home automation and security service— are given ample real estate. Results far exceeded Suddenlink’s business goals, reporting an 248% lift in connect rates over the control and generating 2.33 revenue generating units per connect.

AWARDS:

This campaign was honored with a Gold Mark Award for Acquisition and Upgrade Direct Mail Marketing in 2013 by CTAM (Cable & Telecommunications Association for Marketing).

Project Info

Client :

Suddenlink Communications

Categories :