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SMART CAMPAIGNS FOR NEW Smartphone ... - BlueHornet

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					SMART CAMPAIGNS FOR NEW
 Smartphone CUSTOMERS:
A CRICKET COMMUNICATIONS, INC. CASE STUDY


                       Pilar Bower
    Red Door Interactive, Sr. Email Marketing Strategist
PRESENTATION OUTLINE


•   Red Door Interactive: Company   • Pilar Bower, Sr. Email
    Overview                          Marketing Strategist at Red
•   About Cricket Communications      Door Interactive
•   Smartphone Product              • pbower@reddoor.biz
    Launch/Objective
                                    • Twitter: @pilarbower
     – Pre-launch Acquisition
     – Post-purchase onboarding     • RDI Twitter: @reddoor
       Retention lifecycle          • www.reddoor.biz
•   Project Overview
•   Email Content
                                    • MyCricket.com
•   Email Performance
•   Ongoing Retention Ideas
•   Summary/Highlights
RED DOOR INTERACTIVE: COMPANY OVERVIEW

•   Offices in San Diego, Carlsbad,
    and Denver
•   Over 50 full time employees
•   Family-owned
•   Brand promise
•   Expert Recommendations
•   Transparent Return on Objective
    (ROO)
•   Proactive Communications
PARTIAL CLIENT LIST
OUR METHODOLOGY

   Acquire                                 Convert
    Online Advertising           Data Insights Analysis
    Search Marketing          A/B & Multivariate Testing
    Social Influence               Experience Planning
    Emerging Platforms                 Content Strategy




   Extend                                     Retain
    Crowdsourcing                        Email & CRM
    Business Intelligence             Loyalty Programs
    Change Management              Content Syndication
    Strategic Partnerships                  Community
ABOUT CRICKET COMMUNICATIONS, INC.

 •   When we started Cricket Wireless a decade ago, our "no signed
     contracts, no limits" approach created quite a stir in the industry.
      – By being the mobile phone provider that offers a high-quality, all-digital
        network and unlimited talk in every plan we offer, we were really offering
        customers something revolutionary in the wireless industry.


 •   Today, Cricket Wireless is the mobile phone carrier that serves more
     than 5.4 million customers across the U.S.
 •   Available in most markets and offers unlimited nationwide talk
 •   Cricket cellular phone service is offered by Leap Wireless International,
     Inc., headquartered in San Diego, Calif.

 •   Unlimited Plans
      – No signed contracts
      – No credit checks
      – No overages
SMARTPHONE PRODUCT LAUNCH


Pre-launch Acquisition objective
• Opportunity: Cricket‟s first Smartphones launching
     –   There is strong customer demand among Cricket‟s existing subscriber base for Smartphones
     –   Unlimited Android & Blackberry Plans starting at $55/month
     –   Some carriers require a data package for Smartphones – with Cricket, there are no additional
         data fees – it‟s all included in your $55 plan
     –   Half the cost of AT&T and Verizon


•   Pre-order & launch marketing
•   Ran online media display ads, MyCricket.com home page heroes, PR
    efforts/technology blog links – all directed traffic to unique landing pages
     –   Landing pages included email sign-up form for interest in Smartphones
           • Separate pages for BlackBerry / Android
     –   Segmented for product launch emails
SMARTPHONE PRE-LAUNCH LANDING PAGE
SMARTPHONE CAMPAIGN OBJECTIVES

Post-purchase onboarding Retention
• Email Marketing program historically focused only on new customer acquisition
• Now taking more of an active role in retention
• Welcome Programs are attractive to customers and are proven to lower churn and
   cost of service
• Reduce churn and lower service costs by providing “how to” education and increased
   awareness of available features and services in the customer‟s first month of service.

•      Customers are receptive to receiving emails that focus on the features and
       functionality of their device and „tips and tricks‟ that make using the device easier.
          –      Quickly & easily gets BlackBerry & Android users set-up on core functions
          –      Educate users on self-serve tools & information
          –      Reduce customer support calls about how-to


•      Stats* show that customers that participate in the welcome programs are:
          –      34% less likely to deactivate
          –      23% less likely to return the device
          –      More likely to go online for support


*RIM = Research in Motion, makers of BlackBerry
PROJECT OVERVIEW

Post-purchase, in-store                   Post-purchase, online
Customer acquisition                      Customer acquisition
•   Mobile sign-up page                   •   E-commerce buy flow
     – Device expert present on-site to       – Opt-in on Customer Information
       train customers on phone set-up          page
         – Setting up email address           – Passes information on specific
         – Mobile Web access                    device purchased into email
     – Unique sign-up page url on               segment
       packaging                              – Triggers schedule of product
     – Subscriber must self-segment by          onboarding emails
       choosing product purchased
         – Blackberry
         – Android
     – Triggers schedule of product
       onboarding emails
IN-STORE MOBILE LANDING PAGE
SMARTPHONE ONBOARDING - RETENTION LIFECYCLE
EMAIL CONTENT

•   BB1 - Need help with your new Cricket phone?   •   Zio1 - Need help with your new Cricket phone?
     –   Homescreen                                     –   Homescreen
     –   Email                                          –   Set Up Email
     –   Internet                                       –   Use Internet Browser


•   BB2 – Demos                                    •   Zio2 – Features
     –   Device Features                                –   Connect to a Wi-Fi Network
     –   Setting up Wi-Fi                               –   Set Alarm
                                                        –   Get Directions Using Google Maps
•   BB3 – Tips & Tricks
     –   Typing Tips & Tricks                      •   Zio3 – Tips & Tricks
     –   Cricket Ringback Tones                         –   Bookmark a Web Page
     –   How to use BlackBerry Maps                     –   Cricket Ringback Tones
                                                        –   Add Effects to your Video Recordings
•   BB4 – Features                                      –   Attach Pictures to your Text Message
     –   App World
     –   Media Sync – Music & Photos               •   Zio4 – Cool Features
     –   BlackBerry Messenger                           –   Android Market
                                                        –   Google Talk
•   BB5 – Cricket billing information                   –   Access Facebook, MySpace, Twitter
     –   Cricket‟s MyAccount
     –   4 Easy Ways to Pay Your Bill
                                                   •   Zio5 – Cricket billing information
     –   Sign up for Automatic Bill Pay
                                                        –   Cricket‟s MyAccount
                                                        –   4 Easy Ways to Pay Your Bill
                                                        –   Sign up for Automatic Bill Pay
EMAILS: SCREENSHOTS
EMAILS: SUPPORT LANDING PAGES
EMAILS: SUPPORT LANDING PAGES
EMAIL PERFORMANCE: UNIQUE CONFIRMED OPEN RATES
EMAIL PERFORMANCE: CLICK TO OPEN RATES
ONGOING RETENTION IDEAS

•   Develop similar onboarding and ongoing support for other products
•   Subject line testing
•   Test timing: send – “Day X” in cycle
•   Include surveys
•   Request Product reviews/testimonials
•   Promote new Community section
•   Phone upgrades
•   Cross-selling / Up-selling
     –   Accessories
     –   Other services (broadband)
     –   Add A Line / Family members
MOBILE DISPLAY ADS
MOBILE LANDING PAGES
MOBILE LANDING PAGES
SUMMARY / HIGHLIGHTS


 •   Consider all acquisition opportunities
 •   Track subscriber opt in sources and interests for segmentation
 •   Plan an onboarding strategy and content to increase customer
     retention
 •   Use segmentation data to set up automated emails triggered from the
     product purchase date
 •   Track email performance to optimize and implement other product
     lifecycle campaigns
 •   Support instills confidence & trust in the brand = customer loyalty
 •   Improves Customer Service reputation
PRODUCT ONBOARDING EXAMPLE: KINDLE
PRODUCT ONBOARDING EXAMPLE: KINDLE

				
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