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PRODUCT:
Road Runner High-Speed Internet |
THE CHALLENGE
Introduce a new, technically confusing, product into the market. The goal was to introduce Time Warner Cable’s new product Road Runner High Speed, initially into Orange County and then the balance of the Hudson Valley in a manner that was understandable, overcame price objections versus dial-up services and helped illustrate the advantages of speed on the internet. In addition, this introduction could be made only when the product became available in certain geographic segments of the Time Warner service area.
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THE SOLUTION
Multi-Platform Targeted Marketing and Advertising. We used a multi-platform marketing and advertising strategy to blanket the Time Warner service area with Road Runner impressions. We took full advantage of all mediums including TV, print, radio, direct mail and outdoor advertising.
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In each medium we selected those outlets where we could gain the greatest access to our potential subscriber base and then structured a media plan which took advantage of that access. Creative materials were designed that first sought to educate, then to overcome specific consumer objections or considerations. Materials were also developed relative to the product’s maturity in the market.
Radio was the ideal medium for the Road Runner product for several reasons;
1) it allowed us to cost-effectively reach a five-county region with a single media buy (and initially purchase on a local basis prior to expanding the coverage area);
2) it gave us the ability to tailor messages to meet the demographic interests of each station’s specific listening audience;
3) it gave us a full 60 seconds to engage and educate the audience;
4) it allowed us to take full advantage of the products audio icons (“beep-beep”) and memorable name.
Print Media allowed us to reach all the geographic regions within the division and to focus on specific issues or barriers that consumers faced in the purchasing process. Our baseline philosophy was to place insertions in a publication once there was enough critical mass in the subscriber area for it to make sense.
Billboards were strategically selected in highly traveled traffic corridors within the region. These boards were designed to reinforce the message being delivered through the other advertising mediums. Creative messages, such as the JD Power Award, not only reconfirmed the existing print campaign, it mirrored what was being promoted on TV and radio.
Direct Mail was used to introduce the product to a new market and to create awareness of its availability. We introduced the concept of self-installation to alleviate the pressure from those “early adopters” who were anticipating and waiting for the service and therefore, did not need to be sold. Direct mail coincided with the launch of advertising in the other mediums; specifically ads run in newsprint.
Cable TV gave us the ability to reach our specific subscriber base utilizing the internal cable networks. The generic television ads laid the foundation for our more geographically specific marketing materials and helped “open the door” to our consumers so that we could start differentiating our product instead of merely introducing it.
THE RESULTS
This Time Warner Division experienced the fastest market penetration of any division in the country. The division exceeded its profit forecast by over 28%, even though the budget was revised in February based on the initial results that were being obtained. Additionally, subscribers were up 56% over the revised budget numbers. |
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845.896.1010
1793 Route 52, Fishkill, NY 12524
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