Please check out the thread I started at:
http://www.satelliteguys.us/showthread.php?t=13725
I think this is a good start. The Voom CSR told me that this kind of promotion is occurring in different regions throughout the country. If you read some of my posts there, you will also see that there are still very weak Voom reps (outsourced firm) that are not doing the company justice. It also seems that the salespeople are not very well trained. New subscribership will increase, but maximum yield will not be realized due to these circumstances, plus unhappy customers will be generated since there expectation levels are unrealistic. Remember, one bad experience and you tell 10 people, one good experience and you tell 2 people.
I have worked in both advertising and technology, and have seen many of the issues Voom is dealing with. They need to do some market analysis, and depending on the research and cost analysis, need to break up the market into 2 to 3 target markets for advertising and marketing. Please keep in mind I a do not have any figures or analysis, so I do not have any empirical data to backup my suggestions.
Each target market/audience will need its own approach, with overlaps in some instances. For example, the $500 rebate on HDTV's will get new HDTV buyers, as well as former HDTV subscribers.
The Voom infomercials are very useful as well, but must have a strong call to action. I have not seen any of these infomercials, but would love to watch one. I have used this technique for many clients and have realized 50% to 300% increase in inquiries depending on the message being sent.
You also have to consider that the best advertising and marketing in the world does not guarantee sales. When launching new products we have spent hours holding sales training and seminars for the sales staff. I have also monitored number of opportunities against closing ratios, and tweak sales methods and advertising accordingly.
Too many companies launch advertising and do not follow up to the sales floor level. That is the major difference between growing fast, and growing slow. Brand marketing vs. direct marketing. Voom needs a 3o% brand vs 70% direct mix of advertising based on the limited information that I've read.
At a basic level, Voom needs to maximize their opportunities by using more techniques and strategies. They are many potential customers out there, so map out a strong strategy and see it through fruition. This allows maximum bang for your buck. It does not take more advertising dollars to do this, just more focus and increased statistical analysis.
At a minimum, Voom needs to get VOOM users in these stores to move their service and increase the number of subscribers. No one can sell a service or product better, than a loyal user of those services, and a devoted fan. I have used this technique several times and the results are amazing. Think about it. . . would you buy an Audi from a salesman that only has a Mercedes. You would wonder about that. I had a Voom rep admit about being a E* customer, rather than Voom. That is horrible!
Also, as we know from participating in these forums, the system has hiccups as does any new technology. You increase retention if you are able to level set expectations at the time of purchase. These hiccups will be seen with a live feed in the store, and people are not stupid. I saw the hiccups myself this weekend. You have to work to make these mountains into mole hills, by making sure you show the positives well exceed the negatives, and discuss the company's dedication to service and quality.
I notice I am getting a little long winded. I love this stuff, so I apologize in advance. I could right a whole marketing strategy right now. LOL! Bottom line I think some positive steps are being made, but even with the best advertising in the world, sales are made in the stores. You need to get the right representatives in the stores and the proper training and incentives for the sales staff. If anyone would like to hear more ideas, please let me know. I would love to discuss this topic further.
By the way, if anyone in this forum has a Voom contact, perhaps we can get some of the forum members to represent Voom at a local store. Testimonials move products and services at an amazing rate. I have some ideas on things that can be done for that as well. I would love to do it myself, and think it would be fun.