Pre-Mover Data Utilization in Telecom Marketing

This case study outlines the strategies employed by a global telecommunications company in collaboration with Deluxe to enhance market share for fiber-based internet services. The objective was to assess the effectiveness of targeting both new movers and pre-movers to identify the best opportunities for growth. Pre-mover data, which includes individuals who have recently listed their homes or plan to move within 30-60 days, was highlighted as a critical resource. The study details the pilot program's structure, which targeted 13,000 leads weekly across 16 states. Results indicated that pre-mover outreach yielded a response rate approximately three times higher than that of new movers, demonstrating a significant preference for setting up internet services prior to moving. Following the successful pilot, a subsequent 13-week program was initiated, incorporating both direct mail and digital strategies, with expectations for even higher response rates based on a custom responder model developed from initial findings.