Regional Telecom Firm

A Strategic Defense Against the Competition

The Challenge

This regional telecom faced the entry of a national carrier and needed to quick identify their core segments to retain and grow market share.

Our Approach

We built a framework by applying our syndicated attitudinal data, and then layered custom quantitative analytics, focused qualitative insights, and a high-impact segmentation workshop to effectively embed and activate this custom solution.

The Insight

This integrated solution identified four core consumer targets, that were aligned to the client’s strategic pillars and selected for growth and lasting ROI, setting up this organization to successfully position itself against the aggressive new entrant.

The Impact

The client has realigned their organization to fully integrate a segmented approach to grow, launching tailored products, promotional offerings, retail design and marketing communications that reflect target segments’ lifestyle attitudes, unique demands and technology needs. Acquisition campaign results yielded a purchase index of 150+ among their key target segments. Retention campaigns engage 4X the previous, non-segmented result.

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