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Cable Technology Feature Article

June 14, 2011

PowerDirect to Attend Cable Show for Promoting its Front-Door Marketing Model

By Narayan Bhat, TMCnet Contributor

PowerDirect Marketing is setting up a shop at Chicago’s cable show, scheduled for June 14-16, to promote its ‘front-door marking’ model which the company says will help cable service providers acquire more customers and promote bundled services.

The cable show comes in the backdrop of a research report from IDC, which said the fixed broadband service market might add almost 13 million new consumers by 2015, despite the tightening economic conditions.

Front-door marketing is well-suited to help cable service providers capitalize on this anticipated growth.

PowerDirect's cable subscriber model compares a provider's footprint (homes passed) with its subscriber penetration. Critical data sets are used to identify ideal block groups within a target territory to achieve high response and maximum revenue growth.

According to PowerDirect, many cable providers, including Comcast, Time Warner (News - Alert) and Cox Communications, are already making use of its data and marketing strategy.

The marketing solution used by PowerDirect includes mapping technologies that enable cable operators to know the area where they have delivered their service, supported by GPS technology that verifies when and where the service is delivered.

Video services and user-generated content are fueling these subscriber commitments, along with overall growth in broadband-intensive applications and affordable access to telecommunications services.

"PowerDirect understands cable service providers are working hard not only to obtain new subscribers but also to recapture subscribers who have 'cut the cord,' downgraded their service, or those who may represent a market for bundled services," said Barry Gilbert, vice president, marketing at PowerDirect.

“The ability to get the right message to the right audience – whether it be limited-time offers, special pricing promotions, free trial period (premium channels) invitations, tiered package offers, or other subscriber incentives – is unique to front-door marketing and has met with great success for a variety of objectives," Gilbert added.

Currently, the cable industry is reaching customers with special offers and promotions to meet new customer subscription goals and increase average revenue per user (ARPU).

Narayan Bhat is a contributing editor for TMCnet. To read more of Narayan’s articles, please visit his columnist page.