Virgin Mobile is targeting small businesses for the first time in a
pilot direct marketing initiative.
The new campaign is aimed at the decision-makers in companies with a
maximum of ten employees and a full roll-out is scheduled for the
autumn.
This month a 90,000-strong mailing combined with a 10,000 email push
launches through Liquid Communications, Virgin Mobile's sole
below-the-line agency.
The campaign aims to position Virgin Mobile as the smarter choice for
small businesses. A series of offers will highlight the advantages of
paying monthly without signing a contract or paying line rental.
The initiative will test the effectiveness of an incentivised offer
against a non-incentive pack. Other areas to be tested include the
variation in list response rates and email versus traditional direct
mail.
"This approach allows us to fine-tune the creative and planning strategy
ahead of the full campaign roll-out," said Olly Raeburn, managing
partner at Liquid Communication's.
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