Dish Network Communications Plan - new brand positioning

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Dish Network Communications Plan - new brand positioning

  1. 1. Kamila Gornia August 2013 Dish Network Communicatons Plan
  2. 2. Executive Summary − Dish Network and other cable/satellite providers are threatened by the increasing membership rates of online TV providers, such as Netflix. − While online providers are cheaper, they do not provide as much value as Dish Network can. Dish has all of the features of an online provider and more. − The new positioning for Dish revolves around encouraging the viewer to relax and take full advantage of the downtime they have, whenever and wherever they may be. − Dish Network is the provider you get if you want to have a stress-free and seamless TV experience. − Creating strategic messaging on various touchpoints through the customer’s journey on all digital channels is crucial. These touchpoints include email, social media, affiliate marketing, and online PR.
  3. 3. SituationAnalysis Current Customer Base: − Less wealthy, skews ethnic (especially Latino) Target for Acquisition: − Current online provider customers − People in the market for a new TV provider (online or cable/satellite) – especially Millennials
  4. 4. Market Situation − TV service industry has been shifting towards a more online basis. − The number of people watching live TV is decreasing, consumers want to watch TV on their own schedule. − TV is still the main medium (89% of total hours) of watching TV, however tablet and smartphone use has been steadily rising. − Consumers (87%) multitask with media on multiple screens more than ever before. Luxury news daily, 2013 Marketing Charts, 2013
  5. 5. Competitive Comparison Dish DirecTV Netflix Hulu Amazon Pros •  Live 24/7 customer assistance •  Hopper – lets you automatically skip commercials •  Can record up to 6 shows at once in primetime •  Can transfer recorded shows to iPad which can then be viewed offline •  Cheaper options than DirecTV •  Can watch across devices (DishAnywhere AND Live TV) •  Better rated customer service •  Great for a sports fan! •  More packages •  More HD channels •  Can watch across devices •  Only $7.99/mo •  No commercials •  Huge library of shows and movies •  Very popular •  Original TV series •  Works seamlessly across devices •  Upcoming Facebook integration •  Only $7.99/mo •  Big library of TV shows •  Less movies, more TV shows •  New episodes come out the following day/week after airing •  Cheaper per month than Netflix & Hulu but have to buy a yearly subscription •  Includes Amazon Prime (free 2 day shipping) •  One free book from lending library per month •  Big library of shows and movies Cons •  Satellite: TV service is affected by weather •  Less packages than DirecTV •  Some HD channels are missing •  Satellite: TV service is affected by weather •  No commercial hopping technology •  Recent seasons of shows are not available until much much later •  Not every show is available for watching •  Not every show is available, not every episode nor season •  Has commercials •  Each TV show works differently across devices – some work, some don’t •  Smaller library than others •  Have to buy a yearly subscription, not monthly Satellite Online Providers
  6. 6. Social Competitive Comparison Dish DirecTV Netflix Hulu Facebook 4.1 mln likes 89K t.a.t. 3.1 mln likes 97K t.a.t. 4 mln likes 23K t.a.t. 899K likes 15K t.a.t. Twitter 37K followers 102K followers 387K followers 90K followers Instagram 287 followers 4183 followers 3785 followers 2347 followers YouTube 4.2K subs 12.9K subs 25.8K subs 410.5K subs Google+ 2.9K follows 15.4K follows 83.6K follows 6.7K follows Dish is dominating only in one social sphere – Facebook. However, even though Dish has the highest number of Facebook likes, the engagement on this social medium is not as high as it could be. Additionally, other social media presence is dominated by competitors.
  7. 7. Interest Over Time (last 12 months - Google) Dish Network Netflix DirecTV Hulu The search-based interest in all four providers has been generally steady over the last 12 months. This could mean that there should be a generally equal amount of promotions going on regardless of the time of year.
  8. 8. Dish - SWOT Strengths •  Large Facebook fan base •  Hopper technology (skips commercials) •  Available on all devices •  Available to watch offline •  Cheaper than DirecTV Weaknesses •  More expensive than online providers •  Weaker Internet-bundle than cable •  Live TV affected by weather Opportunities •  Strengthen the online presence on social media •  Present DishAnywhere online service as better than other online providers •  Emphasize the seamless experience and using Dish as the only service you could ever need Threats •  Online provider user base growing •  Online providers creating an option to watch shows offline •  Online providers providing an option to watch live stream TV (games, award shows, etc)
  9. 9. Communication Objectives − Develop a brand positioning which establishes DISH as a provider of unique value − Drive engagement through digital channels − Increase brand consideration within the cable/satellite buying process
  10. 10. Threat of Online Providers Based on the competitor comparisons, it is clear that online providers are starting to become a very attractive option for consumers. There is an increasing number of people signing up for online providers instead of cable or satellite − 1.08 million TV subscribers have cut the cord last year. The most attractive attribute to using online providers are: − Lower cost of membership than cable/satellite − Convenience Clearly, price of service is not something we are able to change for Dish, therefore it is crucial to find the other points that would make Dish an attractive option.
  11. 11. People complain about online providers too…
  12. 12. Why to choose satellite over online… Buckyville forum, March 2013: “The other issue I have is the general "jacking around" when you watch a game on your laptop. With DirecTV, you can walk into your living room for a 7:00 Badger game at 6:59 and go. If you set your DVR, you can even walk-in at 7:20. With a computer, you have to log-on 5-10 minutes early to be sure you can find the game, find the right cord, reach behind the TV and plug it in, get the TV on the right source, plug your computer in to the wall so you don't run out of juice, make sure it's streaming right, etc. Honestly, it sorta floors me that watching TV on your computer at home is so popular. The choices and the price are right; but the overall experience and convenience are crap. My take on what to say to your wife... "Treat the TV bill is like the heat bill. It's a utility that we need. That's it.” - Eric The Red
  13. 13. What annoys people about online providers? There is not one online provider that has everything you’d want − Does not have every show/movie you would want to watch − May not be up-to-date with new episodes or seasons of a show − Does not have Live Streamed shows, like sports games, news, award shows Watching online can get complicated − Can’t have just one provider to watch everything you’d want to watch − Setting up computer to TV is annoying and takes time − Wasting time on finding the episode/show/movie you want to watch (“Which provider can I watch XYZ on?”) and commercials (Hulu) − Mindless-background watching is harder because online providers require you to make a decision rather than just let it play in the background and do your multitasking activities while it plays Insights based on social listening tools: Crimson Hexagon 2013 Dish website 2013
  14. 14. Customers love… − Convenience − Being in control − No commercials − Getting everything they might want all in one place − Being up-to-date with what’s popular but doing it on their own schedule − Enjoying the free time they do have to the fullest Insights based on social listening tools: Crimson Hexagon Dish website
  15. 15. How is Dish better than online providers? Dish Network Online Providers Convenient ✔ ✔ Up-to-date (Live TV) ✔ ✗ Can watch online ✔ ✔ Can watch on all devices ✔ ✔ No hassle to watch anything you’d want ✔ ✗ Perfect for mindless watching & multitasking ✔ ✗ No commercials ✔ ✔ / ✗ Can watch anywhere and anytime, even offline ✔ ✗
  16. 16. Dish Network gives you anything you could possibly want in ONE service. Emotional Benefits •  I feel relaxed •  I feel in control •  I can make the most out of my downtime •  I feel smart for saving money and being stress-free by having just one seamless TV service Functional Benefits •  Convenience •  A more seamless TV watching experience (no commercials by Hopper, no searching through multiple services to find what I want to watch) •  Staying up-to-date with what’s going on (news, award shows, new episodes of top shows)
  17. 17. Stress-Free & Seamless TV Experience No need to worry about having multiple online provider subscriptions No need to worry about having your downtime interrupted (no commercials, offline watching, multiple devices) No need to stress about how you’re going to watch the game or live stream show since you don’t have cable/satellite
  18. 18. Brand Positioning Statement To… Online provider customers and Consumers in the market for a new TV provider Dish Network is… A satellite TV provider with an online-viewing service That… Gives you the most seamless TV experience so that you can stay stress-free during your downtime, whenever and wherever it may be. That’s because… •  Dish Network’s Hopper technology automatically skips commercials so your downtime stays uninterrupted. •  With Dish Network, you can watch TV anywhere and anytime, even if you’re offline* or away from home. •  Dish Network provides all the shows and movies you could possibly want in one integrated service – no need for alternate sources and subscriptions. * with an iPad
  19. 19. CUSTOMER JOURNEY
  20. 20. Awareness There are so many providers out there...
  21. 21. Raise awareness Dish Network is already a very popular TV service, however it may be beneficial to do something extra to appear in front of the consumers BEFORE they even realize that they want to switch. − Search engine (organic and paid) − Social Media − Blogs and online PR − Affiliate marketing
  22. 22. Search Ads from competitors Ad from a TV channel directing to online viewing Non-competitor specific keyword
  23. 23. Search Ads from competitors Non-competitor specific keyword DirecTV organic links were there too, just a bit lower on the page.
  24. 24. Search Dish Network did not show up on the first page of search results for any of the non-competitive search terms. Use paid search to insert Dish Network in the non-competitive search terms, especially advertising DIshAnywhere.com as an alternative to watching videos online through another provider − ie. Featuring specific episodes/movies (like Discovery did forAmish Mafia).
  25. 25. Social Media Facebook: There is no need to focus on gaining more Facebook likes. The focus should be on increasing engagement with fans’friends. ie. Sponsored stories on Facebook to get fans’ friends to see our posts. − These posts can be clever and visual-based posts that emphasize The Most Seamless & Stress-Free Experience you can get with Dish, online and offline. − The purpose is to catch the users’ attention and increase curiosity about Dish. Twitter: Dish should focus on gaining a larger Twitter presence. Twitter is the second-largest social network for our target and it is crucial that we are able to connect with potential subscribers through there. ie. Sponsored account feature to gain Twitter followers ie. Engagement with users using various hashtags that relate to TV shows or movies they could potentially watch with a Dish subscription (parallel to brand positioning)
  26. 26. Blogs Partnering with popular bloggers for sponsored content can be a great way to expose their audience to Dish and our new positioning. − Lifestyle bloggers – how Dish fits into their lifestyle conveniently and seamlessly and they are able to watch TV whenever they want. − Fashion bloggers – talk about a live stream event that they watched through Dish Network on their TV or device (Victoria’s Secret fashion show, Oscars, etc) − Fitness and health bloggers - talk about a live stream show they watched on TV or device from a channel they couldn’t otherwise get via an online provider (Food Network or fitness-specific channels). − Mommy bloggers - how easy it is to calm their children down by allowing them to watch their favorite shows/channels from Dish on their device at any time they want, whether they are home, in a car, or anywhere else, even if they are not connected to the Internet. − Travel bloggers - talk about being on a flight or somewhere without service (camping?) but they are still able to watch their recorded movies/shows on their iPad.
  27. 27. Online publications Partnering with online publications and freelance writers to talk about a stress- free downtime while promoting Dish’s new brand positioning and how our features make Dish the best choice for a TV provider. -  Huffington Post -  SheSaid -  BlogHer Partner with writers to create fun content related to TV, movies, or anything that would relate to a seamless experience during a downtime and sponsor this content on the publication. The content looks less like advertising and automatically gets a higher viral factor. -  BuzzFeed
  28. 28. Affiliate Marketing − Encourage current Dish customers to get referrals to sign up for subscription with a monetary incentive. − Dish already has a referral program. It would be good to market this initiative on a larger scale to current customers. − Encouraging social media influencers, bloggers, and others to become affiliates is a great way to get that WOM and awareness factor to people we wouldn’t be able to reach otherwise. − This initiative is also linked to Retaining Tactics
  29. 29. Interest Hmmm.. Maybe I DO need to change my TV provider. But which one should I pick? There are so many choices!
  30. 30. Interest We need to make sure that we provide the most information to make the decision-making process easier on the consumer butALSO to feature an emotional benefit since none of our competitors are doing so. − Internet web pages − Review site partnerships − Forum moderations − Social media engagement
  31. 31. Dish website Three main webpage slides: 1.  Superior Experience – get an iPad 2 when you sign up 2.  Expect More – get upgrades to subscription 3.  Watch Anywhere – commercial skipping and all devices availability
  32. 32. Website Dish website is built well and it has all of the functional benefits and features front and center, they are therefore easy for the potential customer to rationalize. Things to improve on: − Create a slide that features an emotional benefit (parallel to brand positioning) − Make DishAnywhere.com featured more prominently on the main Dish website. This is a big factor that online provider members will take into consideration and it should be featured along with the other benefits on the website to make the convenience factor clearer.
  33. 33. Review Site Partnerships There are review websites/blogs that are dedicated solely to reviewing and comparing services of various industries. Partnering with some of these websites may be a great way to make our brand positioning more visible and more attractive when compared to the competition. − www.digitallanding.com − www.bestsatelliteprovider.com
  34. 34. Forum Moderations There is a discussion forum for every topic out there, including TV. Find current conversations happening around choosing a provider in the US and interact with potential customers by providing them the advice and information they are looking for to sing up for Dish. − forums.cnet.com
  35. 35. Social Media Engagement Twitter: − Interacting with potential customers who inquire about Dish or inquire about changing/choosing a TV provider in general.
  36. 36. Acquisition OH! I know! It’s clear to me now! I want to make the most out of my downtime. I want to get Dish Network!
  37. 37. Acquisition Once a consumer has learned all of the information they need and see Dish Network as a good choice for them, we now have to make sure that the sign up process is as easy and attractive as possible. − Incentives to sign up − BannerAds − Social Media Marketing − Online Sign Up − Mobile Sign Up
  38. 38. Incentives Dish currently has a great deal where they give new customers a free iPad 2 with Hopper when they sign up. − This deal should be broadcasted throughout social media and other channels since it is a major incentive to purchase Once this deal is over, additional deals should be created that will incentivize purchase and advertise them throughout social media and on main website.
  39. 39. BannerAds While banner ads generally do not have a high CTR, we can increase the CTR if we feature additional deals that can only be offered through the banner. The banners should be visible on target-relevant websites − Huffington Post, Fandango, etc (movie/culture related) − News Websites (if they are online TV provider users, they have no other way of accessing the news but online)
  40. 40. Social Media Marketing Facebook: Broadcast the incentives on Facebook by sponsoring posts and creating ads. This will influence purchase but also drive a bigger social media fan base. Twitter: Broadcast the incentive and urge users to sign up. Chip in to conversations happening on Twitter about people wishing they had an iPad or wishing they could skip commercials, etc (parallel to brand positioning)
  41. 41. Online Sign Up At the top of main Dish website, there is an “Order Now” CTAthat tells the user to call a phone number. This makes the customer mistakenly think that the only way to order the Dish service is via a phone call. − Add an “Order Now” link on the top that directs to the check out page − 74% of consumers find online shopping easy; making an online purchase option clearly visible is parallel to our brand positioning and consumer preference. Accenture, 2013
  42. 42. Online Sign Up – Packages Page If a customer clicks on the “Packages” tab on the main Dish website, s/he gets taken to the page with all of the current Dish packages that are available for purchase right online. Make it more obvious that you can purchase online Feature incentive De-clutter
  43. 43. Mobile Sign Up Since our current customer is extremely active on Mobile and enjoys making purchases via Mobile (Latinos 24% vs 10% US), therefore it is important to create a Mobile checkout page that allows for in- browser purchase. Business News Daily, 2012
  44. 44. MyDish website bug − When a person clicks on the “MyDish” tab on the top of the website, s/he gets directed to a MyDish.com website that is geared toward current customers. While this is great for current customers, it does not help much for people who are not yet signed up. − It is nearly impossible to get out of this page – even if the user types in Dish.com in the browser, it takes him directly to MyDish instead of the main Dish web page; this can prove to be frustrating for a person who wants to sign up for a NEW membership. − This needs to be fixed.
  45. 45. Retention Choosing Dish Network was a great choice! I am a happy customer!
  46. 46. Retention It is crucial to make the new customer feel like they are getting good value for what they are paying for so that they can become helping selling point to his friends through WOM. Creating special deals and offers to current customers to be redeemed online is a great way to say “thank you” but also to encourage those customers to spread the word about Dish Network. − Affiliate marketing & WOM − Email marketing + special offers − Social Media marketing − Socail Media Integration
  47. 47. Affiliate Marketing Same as theAffiliate Marketing awareness tactic described earlier. Encourage current customers to send referral sign ups. The customer gets a monetary reward for any friend they get to sign up. Reminding customers about the referral promotion can be done via social media and direct mail/email. This creates WOM.
  48. 48. Emails Emails can be a great tool to reach current customers directly, whether through a subscription or through an email/online statement. − Include special deals and offers that are available for subscribers only − Continue creating and begin promoting the special perks to being on the list − Free premium channel subscriptions for limited time − Sweepstakes − Contests
  49. 49. Social Media YouTube: The reason why Hulu has so many subscribers is because they upload episodes of shows and clips onto their channel but this diverts attention from their actual website. − Agood use of YouTube can include Perks videos, but making sure these videos are actually PROMOTED. − Make non-subscribers jealous of the perks the subscribers get by promoting on other social channels
  50. 50. Social Media Facebook: − Create an engaging content strategy for posts that will be interesting to the fans, for example things about current shows and movies – teasers for upcoming episodes to make non-customers wish they had Dish Network. − Host sweepstakes and contests for current customers as apps that live on Facebook Twitter: Similar content strategy as Facebook mentioned above.
  51. 51. Social Media Integration Netflix included a Facebook integration called Netflix Social where Facebook- connected users can see what their friends are watching right on their FB newsfeed. This gets the word out about Netflix, creates curiosity about Netflix, and creates conversation around the provider as well as the show/movie. − Dish Network should create a Facebook (and Twitter) integration similar to what Netflix has done.Activity should be posted on user’s feed to be seen by friends. − This can be taken a step further by allowing in-website comments. Users would be able to write comments about each episode/movie they watch on DishAnywhere.com (integrated Facebook-powered comment box on the website) and this activity will be shown on the users’ Facebook feed as well. This stimulates conversation with other viewers and takes place right on the Dish website.
  52. 52. I have everything I could possibly need all in one place. Thanks Dish! Stress-Free Dish Customers

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