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BSkyB Breakfast Briefing

BSkyB: Using DM to power customer value

18/02/2009

How did Sky activate a series of valuable one-to-one relationships in Ireland? Well, it wasn't by pressing the red button.

An Post present Ed Sawday, BSkyB's Marketing Director for Ireland, spelling out how the Sky direct marketing programme works.

Sky uses direct marketing to power customer acquisition, upsell their existing customers to premium packages, to build loyalty and, overall, to maximise the contribution each and every customer makes to revenue.

Sky even found a solution to Ireland's lack of a postal code system, and Ed will explain just how they did that. That's a valuable insight.

Sky have also found that direct marketing and telesales garner a higher response in Ireland than they do in the UK.

Breakfast. Insights you can act on. And you'll still be in your office by 9.30am. That's called getting the day off to a good start

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This event is now closed. You can find out more about BSkyB's direct marketing strategies where we invited Ed to contribute to our Ask the DM Expert series.

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