Tech: HTC

HTC: Creating customer loyalty through creative, strategic communications.

Madano services:

Marketing Strategy, Email Marketing, Creative, Messaging , Social Media Advertising

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Challenge

Madano was tasked with helping long-term client HTC to grow membership of its private e-commerce store (HTC Club) by over 20 per cent in a six-month period. The smartphone and virtual reality giant needed to create clearer customer journeys and build a more engaging owned marketing/CRM campaign. Amidst challenging market conditions, it was critical to increase HTC Club membership and improve communications with members in order to protect smartphone and grow virtual reality (VIVE) revenue.

Approach

Madano’s digital communications specialists developed a comprehensive strategy to drive more sign-ups, retain users and align better with sales objectives. We used owned channels (Blinkfeed, email, push notification), organic social and paid social ads to target new prospects and increase sign-ups. The team linked data from the company’s e-commerce platform and Facebook to HTC’s MailChimp platform in order to create better targeting opportunities, as well as reimagining creative to deliver compelling visual content to customers and prospects. 

Impact

The Madano team increased HTC Club membership by 259% over a six-month period, vastly exceeding the initial goal, and achieved a membership of over 100,000 in Europe alone. The measures implemented also established new segmentation and a clearer understanding of customer journeys to fuel further growth in sales and Club membership. Over 25 per cent of new handset sales over the period went to HTC Club members.

Communicating the importance of accurate measurement of 5G

Communicating the importance of accurate measurement of 5G

RootMetrics:
Proving and communicating the importance of 5G measurement to customer, media and political stakeholders

Madano services:

Senior Counsel, Corporate Communications, Public & Regulatory Affairs, Market Research, Sales Support, Media Relations

Challenge

Faced with new entrants using lower cost and less scientific methods for benchmarking mobile network performance, it was critical that RootMetrics built a compelling case for performance data, based on rigorous, empirical testing.

Approach

Madano developed research that interrogated user habit and perception regarding smartphone use and connectivity. We established the imperative that high-value customers attach to “always-on” connectivity and this insight became a critical component of the communications strategy. Outbound marketing and sales used these insights to focus messaging on the value of this audience, plus strategies operators could use for reaching it. External communications were orchestrated to concentrate on 5G data from RootMetrics’ early testing, of particular interest to the core “always-on” segment.

Impact

Madano worked with the team at RootMetrics to hone its materials and messaging, and secured highly valuable opportunities to position this narrative in key mainstream media, as well as important client and political stakeholder discussions.

With Madano’s help, RootMetrics has expanded its core value proposition to seize ownership of network performance in the 5G age, with direct commercial impact in both the UK and US markets.

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