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March 30, 2009
CableFAXIES Awards—Direct Response Marketing: Charter Communications for Membership Acquisition Campaign
With the increasing popularity of digital downloads and online video streaming, getting viewers to pay for linear cable can be tricky. That’s why Charter Communications rolled out "Live It With Charter," a membership acquisition campaign with a no-strings-attached program that rewards customer loyalty by attributing points to every dollar spent on the monthly cable bill. Enrolling in the campaign was free and easy. As points were accrued, customers had the opportunity to redeem them for network-related products, enter exclusive sweepstakes or just hang on to them for a rainy day. In the October 2008 campaign, the Live It With Charter branded envelope mailer had a 90% higher response rate than a control envelope with standard Charter branding.
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Honorable Mention:
Charter Communications for Charter Price Guarantee 2009: To assuage fears about inflation caused by the uncertain economy, Charter issued existing customers a two-year price guarantee. The offer was mutually beneficial: Charter secured customers through 2010 and consumers were able to buy in at a fixed rate.
Fast Facts:
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Charter offered a free PPV/VOD movie coupon to those who signed up in the first wave of mailings, which garnered a 3.6% response rate.
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Direct mail outperformed e-mail 2-to-1 in the July 2008 campaign.
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