Laser-focused fibre to premise lead generation and acquisition

Client: TalkTalk

To support their first-to-market strategy of offering 100% Full Fibre-to-Premise (FTTP) connection, TalkTalk challenged us to identify their perfect target audience and use a laser focused approach to acquire new customers through the direct mail channel, reducing Cost Per Acquisition (CPA) in the process.

To enable a laser focused targeting approach, a database profiling the status of every individual household in the UK was developed from publicly available data and inferred consumer behaviour applied. The UKs FTTP footprint was overlayed and unsuitable/ undesirable households removed, leaving an untapped selection of prospect properties to mail. To maximise standout and engagement, TalkTalk's personalised digital envelope mailpack included the recipient's street name in variable colour. A variable QR code was also personalised onto each envelope, enabling TalkTalk to see, track and report on which households had scanned their QR Code, entering them into a follow up communications programme. • Over 4,000 new customers acquired in the 16-month campaign cycle • Cost Per Acquisition fell 73.4% • 12-month ROI for the campaign was £2.80:1 (180%) • Forecasted 60-month ROI for the campaign was £14:1 / 1,300.00% The results demonstrate perfectly the value of combining laser-focused targeting with relevant creative and seamless bridges to digital engagement, to reduce campaign wastage and focus on driving leads from high value prospects.