Challenge
After absorbing the vast majority of the Los Angeles market, Time Warner Cable was faced with an opportunity to strengthen their public image and gain new subscribers, while combating competitors.
Through an array of events, New Avenue stepped up to the challenge and helped Time Warner achieve their goal.
Solution
From in-store promotions and sales to outside demonstrations, New Avenue is spreading the word about Time Warner Cable’s three main services: Cable Television, Road Runner Internet and Digital Telephone.
Assisted Retail Sales
New Avenue recruited, hired and trained bilingual Time Warner Cable product specialists to sell Time Warner Cable, provide on-site customer service and establish positive relationships with store employees at major retailers.
Aspects of the program include:
- Positioning of product specialists inside major retail stores
- Intense training on product offerings and sales
- Expressing the importance of customer service
- Focusing on Hispanic market, securing bilingual staff
- Table display with distribution of collateral materials and premium items
- Determining a quick-needs assessment for customers and positioning Time Warner Cable as the solution
The program continues to prove successful and is on-going.
Outside the Store
In addition to the retail program, New Avenue coordinated events setting up Time Warner Cable product demonstrations and give-aways in local communities. Highlights include:
Black Friday Holiday Promotions
As a special treat for the patrons of a big box retailer who had camped-out all night to snag the best deals, the New Avenue team distributed nearly 800 fresh doughnuts and hot cups of coffee, complete with Time Warner napkins and collateral. The weekend continued with sidewalk product demonstrations, live radio remotes and premium give-aways.
Street Festivals
Assisting Fox Sports en Espanol’s support of Time Warner Cable at a huge Southern California Latin family event, the New Avenue bilingual team was on-site to host the Time Warner Hacienda demonstration area complete with a futbol style emcee, games and prizes, and most importantly, live product demonstrations. The team’s efforts allowed Time Warner sales reps to post record numbers for the weekend.
Results
Time Warner has shown a significant sales increase in the greater Los Angeles area, showing strong double-digit growth in the stores with Product Specialist presence. New Avenue continues to push sales and brand awareness through retail programs and festivals with this on-going program.