One of Comcast’s areas of service is providing Cable TV, High-speed Internet and Phone service to Small Businesses. The Comcast Business Services team tasked One to One Interactive (OTO) with developing an online media campaign to drive customer acquisition during their 2008 spring promotional pricing offer. The client had very limited budget and looked to the online channel as the primary media channel with the hopes of efficient targeting and conversion metrics. The target audience was Small Business Owners age 35-64 of companies with less than 15 employees. The main competitors were AT&T, Verizon and Qwest which were also putting focus on their business services offerings during this time. Additionally, Verizon FiOS and AT&T U-Verse business services were being deployed and aggressively marketed.
The primary objective was to drive customer response to the Spring Promotion and ultimately fuel the pipeline for Comcast Sales representatives to close sales. Goals were set for the media elements, and landing page performance in an effort to drive the desired amount of Comcast sales (see forecast vs. actual results for details).
The online campaign for the Spring Promotion drove 36,753 actions and through the month of July has already eclipsed the forecasted Call goal for the year of over 17,000 calls (presently 102.1% of goal). The campaign has achieved and estimate 790% ROI to date.
Please see PowerPoint (link) for details of results to date.
