Cable Service Providers Improve Subscriber Acquisition and Retention with Front-Door Marketing Campaigns

CHICAGO, June 13, 2011 /PRNewswire/ -- The Cable Show 2011, Booth 1502 -- PowerDirect Marketing today announced availability of advanced customer targeting strategies for cable service providers utilizing front-door marketing. By delivering offers directly to the homes of their primary targets, cable companies can effectively boost customer acquisition, promote bundled services, incentivize upgrades, and improve subscriber retention.

A recent forecast issued by industry analyst firm IDC states that consumer demand for fixed broadband services remains strong, even while there are growth challenges for the industry. Economic issues and a rapidly evolving landscape are driving consumers to make choices carefully, yet the market is expected to add almost 13 million new consumer broadband subscriptions by 2015.  Video services and user-generated content are fueling these subscriber commitments, along with overall growth in broadband-intensive applications and affordable access to telecommunications services.  Front-door marketing is well-suited to help cable service providers capitalize on this anticipated growth.  

"PowerDirect understands cable service providers are working hard not only to obtain new subscribers but also to recapture subscribers who have 'cut the cord,' downgraded their service, or those who may represent a market for bundled services," said Barry Gilbert, vice president, marketing at PowerDirect. "As an experienced partner knowledgeable in the industry, we play a key role in connecting these strategies with the right consumer audience. The ability to get the right message to the right audience – whether it be limited-time offers, special pricing promotions, free trial period (premium channels) invitations, tiered package offers, or other subscriber incentives – is unique to front-door marketing and has met with great success for a variety of objectives."

Using sophisticated data analysis, precise targeting and verifiable delivery techniques that include ConneXions (the Nielsen Claritas segmentation system for communications marketers), PowerDirect's cable industry clients are reaching customers with special offers and promotions to meet new customer subscription goals and increase average revenue per user (ARPU). The same highly accountable scientific methodologies used in many direct response efforts, are being used very effectively to reach the cable consumer in one of the last uncluttered advertising environments – the front door.

PowerDirect's cable subscriber model strategically compares a provider's footprint (homes passed) with its subscriber penetration. Critical data sets are used to identify ideal block groups within a target territory, achieving high response and maximum revenue growth for objectives such as customer acquisition, sales of bundled or premium services, upgrades or retention. Leading cable providers such as Comcast, Time Warner and Cox Communications have leveraged this level of sophisticated data, along with high-quality physical media, eye-catching creative and an attractive offer.  Further, advanced mapping technologies enable detailed visualization of the delivery area, supported by GPS technology that verifies the when and where of delivery execution. 

PowerDirect executives will be on hand to discuss front door marketing strategies for the cable industry at the Cable Show from June 14-16 at Booth #1502 at McCormick Place in Chicago. To schedule an appointment at the show, please contact Ed Dryden at (949) 253-3444.

About PowerDirect

PowerDirect offers technology-based front-door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door.   Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as 'The Science of Front-door Marketing™,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies.  PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information.  For more information, call 877-737-8977 or visit www.powerdirect.net.  

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SOURCE PowerDirect Marketing