Magazine article Marketing

C&W Targets New Internet Users for ISP

Magazine article Marketing

C&W Targets New Internet Users for ISP

Article excerpt

Cable & Wireless is stepping up efforts to recruit new internet users and techno-phobes to its Internet Lite internet service provider with a direct mail push through Rapier.

C&W wants to distinguish its ISP from its rivals by targeting consumers who are wary of the cost and technical knowledge needed to go online. The mailing is due to go out in mid-November.

The campaign plays on a sun lotion theme, with the strapline 'A safe way to soak up the internet', referring to the product's 'no fees, no commitment, no risk' selling proposition.

Details of the service will initially be mailed to 100,000 consumers. Rapier profiled existing users of Internet Lite to determine the make-up of the typical ISP consumer. It then used this information to target C&W customers who fit a similar profile.

Approximately 90,000 of the mailpacks will contain CD-ROMs. Rapier developed the 'Don't get burnt' theme to differentiate the mailing from other internet CD-ROM offers.

To compete with big names such as BT Click, C&W is including perks such as charging for technical support calls at local rates compared with BT's 50p a minute. …

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