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OBJECTIVES:
- Educate non-adult users on the parental control functionality of the digital box.
- Attract new users to the adult category via public service style awareness marketing.
TARGET CUSTOMER: The ideal audience includes digital customers that have not ordered adult PPV for 90 days. You could also broaden
your audience by selecting digital customers that have not ordered any PPV for 90 days. If possible, exclude from
your target audience subscribers that carry any religious programming packages that are separate from your basic digital offering.
MAIL PIECE DESIGN & SAMPLE: This is a simple white postcard approximately 4" x 6" with your company's logo and the brand
name of your parental control feature on the front. On the back are detailed instructions on how to invoke the parental control
feature accompanied by a list of channels that the customer might want to lock out. Please note there is also a customer response
mechanism on the front that can be an e-mail address or phone number. The piece is fully customizable to your system's specifications.
A mockup of the piece is at the end of this document.
PROOF-OF-PERFORMANCE: One of the top five multi-channel video providers targeted customers that were PPV users,
but had not ordered adult PPV in the last 12 months. They also excluded all customers with religious based programming separate from the basic programming package. The provider's
adult category includes 3 PPV networks. The mailing totaled 50,000 pieces at a cost of approximately 35 cents each; printing,
fulfillment and postage included. The results are as follows:
|
| Results after |
# Adults Buys |
Buy-rate |
Unique Homes |
Response Rate |
| 10 weeks |
24,259 |
48.9% |
7,050 |
14.2% |
| 15 weeks |
35,800 |
72.1% |
8,748 |
17.6% |
| 23 weeks |
58,833 |
117.7% |
11,190 |
22.5% |
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CONCLUSION: The numbers speak for themselves. The piece below drew a 22.5% take rate on a market segment that had not contributed
to the category prior to the mailing. Assuming a conservative blended retail rate across all networks of $9, this postcard generated
an estimated incremental $530,000 in revenue over six months. The total investment was $17,500 which translates to an astounding 3,028% ROI! Finally,
and most importantly, the company did not receive a single negative response to this piece.
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