Target Driven Sales Campaign – Driving Subscription

Client: The Telegraph

Brief and Objectives

The Telegraph wanted to bolster subscriptions to their online service around the time that Brexit was being debated. TED was to deliver a sales experience orientated pop up activation to raise awareness and sign up new users to the digital service. Our long term partner MKTG planned the media targeting commuter hotspots in major cities. Campaign needed to engage commuters in topical news conversations, such as Brexit, and land key messages of the service. Highly trained brand ambassadors would need to guide commuters through the Telegraph subscription service to the point of purchase, targeting specific key demographic.

Cast and train a target-driven team of 50 sales representatives to uplift subscription rates
Capture commuter traffic and select desired audience
Offer exclusive incentives for commuters who subscribe
Create an educational and informative experience which converts to sales
Gather feedback on the brand’s image from audiences
Demonstrate premium news apps that convert to add-on sales within the subscription
Ensuring all KPI targets are met
Ted Ambassadors to manage all payments and subscriptions on site

Solution

TED recruited a dedicated sales team across nationwide commuter hubs to upgrade a consumer experience and highlight the benefits of digital subscriptions over traditional paper media – ultimately to driving subscription sales. TED ambassadors were able to subscribe consumers onsite, using bespoke tech and provide a positive and informative brand conversation. TED also selected a range of incentives giveaways, such as branded water bottles, to help close sales and add value to the commuter journey.

The Results

Registered 2,056 new subscriptions over the campaign
445 completed staffing days
100% staffing compliance
5,000 positive consumer interactions
29% improvement on average daily subscriptions totals from wave 1 to wave 2
2,500 exclusive incentives given to commuters
Provided a detailed breakdown of site learnings and suitability for future activations
The team received positive recognition from client who complemented staff for their professionalism, brand representation and problem solving abilities