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Optimum Business - Understanding the Consumer

LaunchPad, Direct Mail

Optimum Business is a telecom service provider for business, UMarketing was tasked to help drive acquisition of new small business customers through direct mail. Telecom (Internet and telephone) is a competitive, low-switch category among small business owners. The challenge is to understand what offer/message combination will sufficiently motivate this target to switch to Optimum.

UMarketing recommended using LaunchPad, our proprietary research tool, to quickly and cost-effectively identify the most compelling offer elements and messaging that would drive intent to switch. A LaunchPad survey was conducted level-set existing in-market offers (including competitive offers) and explore new product attributes, offer elements and messaging. Pricing was found to be the key attribute that influenced intent to switch, followed by speed, and finally the inclusion of TV services.

UMarketing also found a positive correlation between the LaunchPad Desirability Score and the response rate of existing control packages, giving us confidence that the direct mail developed within LaunchPad would perform in market.

Two test DM packages were then developed and tested against the controls. Both packages beat the controls. The mailing emphasizing Internet speed converted at 17% and the price-focused package converted at 14%. By using LaunchPad to correlate the likelihood to switch according to attribute and messaging, UMarketing was able to improve overall response.