The number of cord cutters is growing – quickly – and the cable industry was looking for a way to better position it’s value proposition.
CTAM – a Collective to Advance Marketing for Entertainment + Internet Industry – turned to IEN to learn about the cord-cutting audience: where they were online, what they were saying, which social channels they used, and what were the topics and issues mosted shared related to cord cutting.
IEN conducted deep, digital research – “audience intelligence” – then using that intel to inform a content and distribution strategy to map out how the industry could best resonate with the target.
Even further, IEN utilized the insights to find the consumers in the critical decision-making moments online.
Ultimately, the cable industry wanted to curb the number cutting the cord. But at the same time, they needed to reframe how they talked to their audience. This meant uncovering when consumers are making their decisions, where and how they are researching, and better understanding what these customers really want and why.
The work started with Audience Intelligence: a deep dive into the digital behavior of cord cutters, and an assessment of how the issues surrounding cord cutting were being discussed online.
Once we identified the cable audience online, we honed in on the personas that offered the most value (or risked the biggest loss) for the cable industry.
Our in depth research exposed previously unknown or under-represented views among their customer base – including the things they DID like about cable companies, like the simplicity cable provides. People appreciate the one-stop-shop nature of cable vs having to manage multiple streaming services to get the programming they want.
Armed with a better understanding of what the consumer was talking about (and searching for!), IEN mapped the distribution and message based on the identified audience.
This accounted for the decision-making moments, and ensuring the industry could “show up” – e.g. making sure they have content targeted to individuals searching cord-cutting terms in Google search.
Then, it was time to produce the content. Again, informed by the intelligence, IEN built two content approaches for two different audiences: Movers (Where a high percentage of cord cutting happens) and those considering cord-cutting.
IEN produced 9 videos, including a video telling the real story of a couple who initially cut the cord – and ultimately decided cable was the way to go (see video above).
In our audience intelligence work, we identified key influencers – including Carley Knobloch, who we chose to host a series of vignette pieces.
These vignettes addressed the most commonly searched questions about cord cutting, to inform consumers about various options and what to think about when considering cutting the cord.
Several of these videos offered unbiased information for consumers whose bests option might actually be to cut the cord. At the same time, they would need high quality internet – so some videos spoke to the value of Gig speed broadband.
You can see all the content at smartmove.us/choice
The work proved the value of utilizing data to meet the target customers where they are in the decision-making process.
In being comfortable with consumers who may just cut the cord, the industry gained trust by meeting those customers where they were – and offering value with internet-only service packages.
By keeping the customers best interest in mind, and providing unbiased information the truly helped the customer and helped the industry accomplish their goals.