Charter Communications Consumer Program Boasts 35% Increase in Customer Retention

Charter Communications Consumer Program Boasts 35% Increase in Customer Retention

The Pepper Post from Ghost Chili Promotions


...From the Case Files...

Company: Charter Communications (specifically GAC Great American Country Channel)
Objective: To reduce customer churn within the cable industry.

Strategy:

Customer Retention Promotion from Ghost Chili Promotions, Automated MarketingA wide array of items that supported the "Tailgating Theme" were used including: portable Hibachi-style grill kit, deluxe stadium seat, Polar fleece gloves, grill set, Bubba Keg football cooler, Magna-Coolie magnetic koozie, Coleman Party Stacker Cooler, vinyl rain jacket, stainless steel insulated bottle, roadside emergency tool set, fold-up table with umbrella, Flex-Freeze rectangular cooler, bottle opener cork screw, mood beer stein (color changing), 16-ounce NFL Tervis Tumbler, ladder toss game, football-laced bottle opener hat, party cooler, Coleman personal cooler, stadium blanket with pocket, NFL helmet boxed puzzle, Garrity flashlight lantern combo, and a portable hammock. Redemption options included all of the items listed above. Direct email communication to the subscriber base was used to promote this program.

Redemption was done through the Charter Communications web site, so no additional media was used besides customer-specific email (they own the list). For competitive reasons, client is very concerned about divulging budgetary numbers and would prefer this information not be made public.

Most of the budget was dedicated to promotional products. Since this was a seasonal promotion that tapped into the anticipation of tailgating and enjoying fall football, the promotional products clearly resonated with Charters subscribers as demonstrated by the higher than normal redemption rate.

Results:

35% increase over similar client promotions run in the past. Normal redemption numbers are 5,500. The Tailgating promotion resulted in a redemption rate of 7,500, a whopping 35% increase!

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