Color promos pay off for cable op
A leading MSO has reported a 27 percent increase in registrants to its digital phone service after initiating a targeted marketing campaign designed and implemented by CSG Systems and InfoPrint Solutions.
The MSO involved, of course, declined to have its name used. CSG lists among its customers Charter Communications, Comcast and Time Warner Cable.
The team combined data analytics and customized content directly on monthly customer bills. The pilot determined that personalized ads printed in color are more effective than standard black-and-white ads.
The pilot comprised two similar groups of the MSO's customers. The call to action encouraged subscribers to sign up for the provider's digital phone service. The sample group consisted of 100,000 customers, of which 50,000 received a color statement, and the remainder received the standard black-and-white statement.
The partners were also trying to demonstrate that color printing pays for itself.
Also participating in the pilot marketing project was the Chief Marketing Officer (CMO) Council, under its Routes to Revenue project.
InfoPrint is a joint venture between IBM and Ricoh.