Meteor Meteor Goodie Bag Agency: TEQUILAIRELAND anpost.ie/mailmedia
Meteor Goodie Bag The Challenge The Telcos Market has always been aggressive with regular customer churn between networks. However, 2010 was a particularly difficult year with a record 352,140 customers leaving their respective networks to get a better deal. Meteor recognised that prepay churn had increased, but most worrying was the increase amongst higher value customers. It was essential that Meteor devise a programme to protect these customers from moving to another network
Meteor Goodie Bag The Target Market The Top 40% of Meteor’s prepay customer base in terms of value, and who had opted-in to communication i.e. 280,000 customers. They were youthful (under 25) with an equal male/female split.
Meteor Goodie Bag The Thinking The solution was a campaign that would reward customers for doing something they did regularly – Top Up. Customers could opt-into the Meteor Goodie Bag loyalty programme, and if they continued to top up within the set time frame, they were then given the opportunity to select and receive a special gift. This delayed gratification ensured customers stayed on the network. Gifts were categorised according to how much the customer topped up his/her account by. The gifts were carefully selected to reinforce Meteor’s own fun brand values, for example, holidays, cinema tickets, flights and iPods.
Meteor Goodie Bag The Mailing Customers received monthly communications in the form of Direct Mail, MMS, or SMS and could check which gift they are eligible for on www.meteorgoodiebag.ie . The mailing was designed to look like a physical goodie bag bursting with lots of cool, free or discounted products. In order for the customer to engage with the direct mail and to pass it on to friends, the headlines and imagery were both strong and attention-grabbing.
Meteor Goodie Bag The Results Campaign was extremely successful and outperformed on all set objectives, including the redemption rate achieving 14% over budget, a significant reduction in churn and an increase in ARPU.
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