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Broadband Case Study
Industry: Broadband
Focus: Innovation in Marketing Strategy to Drive Sales
A leading provider of dial up and broadband Internet service selected OTD to plan and execute a refreshed marketing strategy to drive sales of Broadband, DSL and Dial up to targeted leads throughout the United States.
Challenge:
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Increase total sales and drive broadband market penetration in all US markets by acquiring new subscribers
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Exceed internal call center results
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Exceed other contracted call center vendor results to prove out the model
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Integrate with client order management system
Solution:
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OTD designed a nationwide marketing strategy to drive performance through the outbound channel
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The strategic marketing approach provided for testing of customer segmentation, offer structure, offer positioning, and testing modules for response measurement of carefully developed combinations of multiple variables
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The OTD strategy included a test and compare module against multiple channels to ensure best results were produced
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OTD tailored order management, entry and fulfillment systems to support the program
Results:
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OTD outpaced previous client internal and external sales metrics
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Churn was reduced
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The overall program and distribution channel testing is ongoing
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