Transcript eircom business, No Surprises, (new window, 1.82MB, ppt)

No Surprises –
Best New Product
Launch
25th June 2010
Rachel Quinn, Marketing Communications Manager – Small Business
eircom
Estelle Gorby, Managing Director – Acorn Marketing
Agenda
o The Market Challenge
o The Campaign Objective & Brief
o Campaign Approach
o The Creative
o Results
o Key Success Factors
About Acorn Marketing
Increasing market competition
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
Customer behaviour changed
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
About Acorn Marketing
Overall
Objective
Overall
campaign
objective
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”
Campaign
Brief to
toAcorn
Acorn
Campaign brief
 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 Objective
Our 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 Objective
Our 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
Objective
OurOverall
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 Objective
Our 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
Overall
Objective
Results
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
About Acorn Marketing
Overall
Objective
Key
factors
to success
 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
About Acorn Marketing