ECHO Marketing Challenge-DirecTV

DIRECTV Refer-a-Friend Campaign

Team FMYD

CHALLENGECreate an integrated marketing campaign targeted to DIRECTV customers in the

U.S. to increase their participation in its "Refer-A-Friend" program

● Refer a friend programs is popular direct marketing strategy based on the theory that relation

selling build highest trust with people.

● Both the referring customer and the referral earn a $100 bonus credit with this DIRECTV referral

offer

● Alert: less than 10% of the active DIRECTV subscriber base participates in the referral

program and most customers only refer one time

Research Findings

● Hispanics are large segment of sports fans● Social media is the new way to connect with

consumers● Word of mouth advertising is the most

effective way to encourage new users

Hispanics are dominant sports viewers

● Hispanics represent a consistent segment of viewers who purchase sports channels

Social Media is the way to communicate

● Social Media brought back good hope to consumers when stocks plummeted after bogus rumors

Buzz is the best way to promote● 85% report that when they find a great deal they tend to tell family and friends

about it

● 60% say they tend to shop for products and services their peers have recommended

● 67% say that they have “liked” or recommended a brand on a social media site

● 68% of millennials agree that peers’ social media posts are at least ‘somewhat likely’ to influence them into making a purchase

● Young people respond favorably to SMS-TV integrated marketing message

Strategic Summary ChartFinding Action

68% of 18 to 34-year-olds agree that their peers’ social posts are ‘somewhat likely’ (or better) to influence them into making a purchase.

Create tweets on DIRECTV’s Twitter account that encourage users to tag 3 friends to join our referral program.

Hispanic consumers tend to rely on social recommendations when purchasing products. They are more likely to buy a product if a family or friend has recommended it.

Target hispanic consumers through direct mail newsletter informing them of the Refer a Friend offer.

Hispanics perceive English websites with higher credibility. The majority of Hispanics (73%) prefer to visit websites that are in English.

Creating our newsletter and Tweets in simple, straightforward, and concise English will reach our hispanic audience.

The FTC has charged DIRECTV with deceptively advertising a discounted 12-month programming package because it fails to clearly disclose that the package requires a two-year contract.

Add terms and conditions to all advertising without ambiguous words and in clear format. Re-train customer service representatives to advise customers and not state any misleading claims.

In 2013, 67 percent of the soccer TV viewers in the United States were Hispanic. Recent data shows Hispanics are always the dominant segment of soccer spectators.

Refer A Friend program should heavily rely on DIRECTV’s competitive sports packages, especially in regards to its Hispanic soccer channels. Hispanic athletes should be heavily promoted through this campaign.

NFL Sunday Ticket is a succesful programming option for DIRECTV’s customers. The latest campaign featuring quarterback champs Eli and Peyton Manning in a rap video, has been viewed over 8 million times.

Include a sweepstakes to win NFL tickets as an incentive for consumers to refer their friends.

TV Everywhere platform has gained a 40% consumer base for services that are on mobile devices.

Target digital users through Refer A Friend advertisements on mobile and On-the-go devices.

Marketing Objectives 1. Promote our Ultimate Sports Experience Sweepstakes to our

Millennial, Hispanic and Sports Fan customer base through direct mail

and social media channels.

2. Increase Refer A Friend subscribers by offering multiple new and

traditional media channels channels for the referral to take place

within the social media space.

3. Increase the number of current subscribers in the referral program from 10% to 20%.

Segmentation

Hispanics Avid Sports Fan Millennial

Media PlanSocial Media

● Create higher awareness and convert positive experiences into subscription actions by

directing customers to DIRECTV subscription landing page

● Leverage social media platforms like Twitter, Instagram, Youtube and Facebook to

broadcast the benefits of the Refer a Friend program

● Encourage customers to share their great moments for a chance to enter our

Ultimate Sports Experience Sweepstakes

Media PlanDirect Mail

● Advertise our Ultimate Sports Experience Sweepstakes through bill inserts

● Send monthly newsletters to consumers informing them of new programming and

informing them of Ultimate Sports Experience Sweepstakes

● Mail out advertisements together with Satellite Direct magazine to reach

existing customers

Creative StrategyTwitter: Tag your friends to be entered for a chance to win

the Ultimate Sports Experience Sweepstakes.

Creative Strategy

Instagram: Promote Ultimate Sports

Experience Sweepstakes by having

followers tag 3 friends.

Creative Strategy

Newsletter: Create content

about new programming, sports

programming, and celebrities

and athletes. Promote the

sweepstakes.

Creative Strategy

Bill Insert: Encourage bill payers

to use Refer a Friend as way to

help pay bills. Target sports

viewers and Hispanics.

TV Commercial

https://www.youtube.com/watch?v=WmUuDNZuHUE

Budget

Campaign Period: January 1- December 31, 2016

Budgeting Summary

Campaign Total Costs $930,789.51

New subscribers 5318

Total Revenue 2,659,020$

ROI 172.82%

Thank You

Good TV.Better TV.DIRECTV.