Telecommunications Direct Mail Case Studies
Vodafone: Cherry Points
Agency: Target McConnells
In its first full calendar year, Vodafone Cherry Points has become one of the largest loyalty programmes in Ireland. Through the prism of purposeful play, Cherry Points rewards customers for doing what they already do, reframing what value means in the sector. It’s a programme that was built on a single minded vision, executed in a highly targeted manner, and supported by world class technology. This delivered a seamless customer experience that is constantly active, consistently rewarding, always fun and perennially engaging. Cherry Points has driven key business metrics to a level above a very ambitious target in year one. Moreover; it has delivered a ‘pay as you go’ property that will be a constant communication platform for a significant period of time. Cherry Points has been, and continues to be, an unprecedented success, and is considered best in class within the Global Vodafone Group.
eircom: A Bunch of Reasons
Agency: Acorn Marketing
The telecoms market is an increasingly competitive space, with more and more major players vying for a declining stagnant market. This campaign from eircom business is an excellent business acquisition campaign which was conducted to drive leads into eircom. It shows how they launched a new product to the market and tested different ways to message it, to see which would resonate better with the business audience. It also tested media vehicles to identify which one would drive a higher return on investment. It drove a strong ROI, leads 148% of plan and helped eircom understand which offer was the right offer for their target audience.
3 Business Mobile: Story of Success
Agency: Acorn Marketing
This is a highly targeted mobile phone switching direct mail campaign conducted by the 3 Business team to target businesses of over 50 employees. 3 Business conducted this direct mail campaign on the back of an above-the-line campaign and followed up with a more direct form of marketing to drive direct demand into their sales teams. The campaign targeted key decision makers and influencers to inform them of the benefits of switching to 3 Business. It uses the power of direct mail as an effective door opener to outbound calling. It demonstrates how important data is in defining a campaign, from how accurate it is, to how it helps define a targeting approach and what the creative and follow up strategy should be. Two key target audiences were identified, two creative approaches were developed. The individual direct mails to each audience worked to engage the prospect, and were extremely effective in securing appointments and opening conversations. The campaign was a great success for driving appointments and delivered an exception ROI of 4.7:1.
O2: The Ideas Station
O2 needed to engage with business customers on an ongoing basis, in a meaningful and compelling way. O2's aim was to become a real valued business partner with customers, not just another supplier. Brian O'Driscoll was the face of this campaign to encourage initial participation with the Ideas Station through a highly personalised direct mailing. The mailing was personalised throughout and offered a unique code with a free gift for registering with the Ideas Station. When directed online, the recipient was greeted with a personal message from Brian himself! The mailing received an 18% response rate and exceeded all targets.
Meteor: Meteor Goodie Bag
The telcos market has always been aggressive with regular customer churn between networks. However, 2010 was a particularly difficult year with a record 352,140 customers leaving their respective networks to get a better deal. Meteor recognised that prepay churn had increased, but most worrying was the increase amongst higher value customers. It was essential that Meteor devise a programme to protect these customers from moving to another network. The solution was a campaign that would reward customers for doing something they did regularly – Top Up. Customers could opt-into the Meteor Goodie Bag loyalty programme, and if they continued to top up within the set time frame, they were then given the opportunity to select and receive a special gift. This delayed gratification ensured customers stayed on the network. Gifts were categorised according to how much the customer topped up his/her account by. The gifts were carefully selected to reinforce Meteor’s own fun brand values, for example, holidays, cinema tickets, flights and iPods. Customers received monthly communications in the form of Direct Mail, MMS, or SMS and could check which gift they are eligible for on the campaign website. The mailing was designed to look like a physical goodie bag bursting with lots of cool, free or discounted products. The Campaign was extremely successful and outperformed on all set objectives, including the redemption rate achieving 14% over budget, a significant reduction in churn and an increase in ARPU.