BEMS SPOTLIGHT

BullsEye partners with Comcast on award-winning campaign

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Spotlight

BullsEye Marketing Systems recently partnered with Comcast South Florida on a
cross-channel campaign which earned Comcast a 2011 Mark Award, the cable
industry’s most prestigious honor for marketing.

The Challenge
Comcast needed an upgrade campaign for video-only customers who had not
responded to the usual marketing efforts.

The Solution
BullsEye Marketing Systems executed an integrated cross-channel campaign,
utilizing Comcast’s demographic and psychographic data. The campaign included
a postcard personalized with the recipient’s name, city and length of history with
Comcast. The mailer also included 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 were determined by market research which
indicated their individual purchase propensity.

Learn More
The campaign was not only highly-effective (view the stats on the right), but
ultimately improved the product presentation while enhancing the customer
shopping experience. To learn more about this campaign and BullsEye Marketing Systems, contact us today.

 

Hitting the Target:

• Comcast's response rate improved 498 percent compared to traditional direct mail during the same time frame.


• Cost per response was approximately 66 percent less expensive per customer than direct mail.

Total line of business connects improved by 300 percent compared to traditional direct mail.



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