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No Surprises – Best New Product Launch 25 th June 2010. Rachel Quinn, Marketing Communications Manager – Small Business eircom Estelle Gorby, Managing Director – Acorn Marketing. Agenda. The Market Challenge The Campaign Objective & Brief Campaign Approach The Creative - PowerPoint PPT Presentation
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Rachel Quinn, Marketing Communications Manager – Small Business eircom Estelle Gorby, Managing Director – Acorn Marketing
No Surprises – Best New Product Launch 25th June 2010
o The Market Challenge
o The Campaign Objective & Brief
o Campaign Approach
o The Creative
o Results
o Key Success Factors
Agenda
About Acorn Marketing
o eircom is no.1 provider of fixed line and broadband for business customers
o In 2009 market environment changed when new players entered the fixed line market – Vodafone & O2
o New players had significant market share with their mobile base and offering aggressive pricing to gain market share
o Also increased competition from other competitors including Imagine
Increasing market competition
o Customers increasingly were looking for ways to control and cut their costs
o Customer were more proactive and receptive to new deals/offers
o Customer churn became an increasing threat to eircom
Customer behaviour changed
About Acorn Marketing
Education of new proposition
Make customers aware of new way to control their monthly costs
Show eircom as offering equal value to competitors
Persuade customers to stay with eircom
Increase broadband sales/upgrades from bundle
Reinforce “Why eircom”
Overall ObjectiveOverall campaign objective
Campaign Brief to AcornCampaign brief to Acorn Target: “At risk” customers (high propensity to churn)
Launch new proposition to market
Get stand out and engagement from the campaign
Ensure cost effective retention of customers
Recover revenue through up-sell of additional products
About Acorn Marketing
Overall ObjectiveOur approach: Target market Analysed customers activity
Identified those with higher than average bills
Looked at their recent behaviour/activity & propensity to churn
Established a defined target audience
Small Companies and higher than average spend
Overall ObjectiveOur approach: Format/media Direct Mail – Get Cut through with customer. No Clutter
Cost effective – focus on cost per piece
Effective doesn’t have to be Expensive or Plain
Leveraged lower postal rates and optimal size
Most effective combination - Self Mailer or Letter/Mailer/Envelope?
Ensured clear space throughout to deliver message in a clean and step by step format
Overall ObjectiveOur approach: Message
Tell Me Quick. Tell Me True
Introducing a new way to control your bills and manage costs
Line Rental, Calls all for a fixed monthly fee (€32.99)
eircom has listened to customers – and responded
New Proposition is opportunity to save costs
Other reasons why eircom is right for your business
Overall ObjectiveOur approach: Call to action
What is it you want me to do.
Immediate opportunity for your business to save. Act today
Strong Call to Action throughout – reinforced front and back.
Why not add broadband too.. For a total price of only xxx
About Acorn Marketing
Our approach: Creative
Our approach: Creative
Our approach: Creative
Our approach: Creative
About Acorn Marketing
Exceeded expected volume of calls and sales
The highest response rate from any broadband/voice DM to date
Churn improved by over 50% with “at risk customers”
Cost per sale was much lower than expected
Positioned eircom as offering equal value to competitors
Overall ObjectiveResults
About Acorn Marketing
Best Practice Customer Retention – Proactive and ongoing strategy
Adapted to market changes quickly and reacted
Positioned eircom as reacting to market conditions
Strong Uptake : Excellent cost per lead, cost per switch
Excellent Return on Investment
Overall ObjectiveKey factors to success
About Acorn Marketing
