DirecTV : Petite Lap Giraffe

Coming into 2010/11, DIRECTV, the American direct broadcast satellite service provider, wanted to shift focus to retain high quality, loyal existing customers while maintaining high levels of new subscriber acquisitions.

DirecTV : Petite Lap Giraffe

Agency: Grey New YorkClient: DIRECTVProduct: Corporate

Objectives

Sales Objectives:

Shift focus to retain high quality, loyal existing customers while maintaining strong subscriber acquisition performance

Opulence:

  • 5% year-over-year increase in quarterly subscriber acquisitions PetiteLapGiraffe.com
  • Utilize retention-focused marketing to grow company profit through increased revenue per user (ARPU) and lower subscriber attrition, supplementing strong subscriber acquisition performance
  • Increase average revenue per user (ARPU), and as a result, net revenue
  • Field marketing efforts that add perceived value to consumers in order to build brand affinity and prevent attrition

Interim...

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