BullsEye Marketing Systems and Comcast worked together to develop an upgrade campaign for video-only customers who had not responded to the usual marketing efforts. BullsEye executed an integrated cross-channel campaign, utilizing demographic and psychographic data, which ultimately improved the product presentation while enhancing the customer shopping experience.
Comcast’s successful campaign included a postcard personalized with the recipient’s name, city and length of history with Comcast. Second, the postcard provided the option to visit a personalized website containing more product information and special offers. A unique phone number was used on the postcard and then repeated on the website. The customer was able to call immediately, research online and call, or research online and order online. All offers presented were determined by market research which indicated their individual purchase propensity.
The campaign’s response rate was an impressive 498 percent improvement compared to traditional direct mail during the same time frame. Cost per response was also much improved—approximately $46 cheaper per response than direct mail. The total line of business connects was approximately12 percent, compared to four percent using traditional direct mail methods.
“We value our strong partnership with Comcast and are proud to have worked with them to execute the compelling cross-channel campaign that achieved such strong results,” says Stephen Horstmann, president, BullsEye Marketing Systems. “We congratulate Comcast on receiving the respected Mark Award.”
Mark Award recipients are known throughout the cable and entertainment world as “best in class.” Nearly 800 entries are judged annually and winners are selected by more than 100 elite marketers during a rigorous judging process. The award will be presented in October.
Headquartered in West Chester, Pa, BullsEye Marketing Systems is a privately held company led by an experienced management team. BEMS™ works with agencies and brands nationwide to support interactive direct response initiatives for clients such as Comcast, Cox Time Warner, and many non-profits and political committees. For more information, contact Andrea Cavanaugh at 484-356-2240 ext. 205 or visit www.bullseyemarketingsystems.com.