Retail Activation for Small Business Customers of
ATT411 Texting Service
ST. LOUIS (January 3, 2011) – AT&T enlisted NSI Marketing Services' help in leading retail activations of its texting service for its small business customers. As AT&T was evolving into a full-service small business services provider, it launched a texting service. These pieces needed to carry the YP.com branding, but be customizable to fit the promotional message, logo and keyword for the small business. AT&T wanted to reduce the number of accounts who cancelled their texting service.
NSI's objective was to develop a turn-key system that would encourage the small business customers to activate the ATT411 Texting Service they had recently purchased by providing effective marketing support materials and clear direction for implementing and maximizing this marketing system. Development of the communication pieces was key to the program's success. Consumers need compelling messaging to drive interest and opt-in to the texting program. Consumer interaction with the program encourages continued use of the texting service and drives loyalty.
NSI's solution included a holistic look at the current system for welcoming new accounts to the ATT411 Texting Service. The revamped system consolidated multiple customer touchpoints into one personalized package. NSI created a new marketing collateral piece that simplified the activation process and provided helpful direction for implementing an effective program. This activation guide was delivered with the marketing elements – posters, table tents and window clings – and a thank-you gift in one complete kit.
NSI created a Digital Marketing Resource portal solution to create the customized marketing materials and provide channel support. Customizable templates were created to provide small business accounts with a range of support elements such as pizza box toppers, posters, counter cards, table tents and window clings. Accounts can purchase additional marketing support elements at any time to further develop their texting program.
The solution helped reduce the new account activation timeframe from an average of five to two weeks. This greatly improves the chance that the account will begin to engage with the service. In addition, in the first five months of the program, the number of point-of-sale elements ordered has grown exponentially by 740%.