Satellite TV refuseniks targeted for conversion

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The Independent Online

If you are one of the 14 million households that do not currently subscribe to pay television, Sky wants to figure out why that is and then tailor a marketing message to exactly address your resistance. The group wants you to "see Sky in a completely new light".

If you are one of the 14 million households that do not currently subscribe to pay television, Sky wants to figure out why that is and then tailor a marketing message to exactly address your resistance. The group wants you to "see Sky in a completely new light".

The company will create a sophisticated database profiling each of these households. The point is "segmentation" - putting out the right message to pull in each refusenik home - rather than Sky's traditional marketing blitz about its sports and movies offerings. That requires building up a complex model of market segments.

The inspiration for the satellite operator's approach comes partly from the Tesco Clubcard scheme that has been credited with transforming the supermarket's fortunes in the 1990s. Sky has hired the same marketing company, dunnhumby, that designed and built the Tesco Clubcard.

This will allow Sky to send households with young children promotional material on kids' channels offered and information on the level of parental control available to prevent youngsters from watching unsuitable programmes.

James Murdoch said that "those who don't get Sky, don't 'get' Sky". He said there were various "misconceptions" which need to be knocked down, such as the idea that Sky showed "hundreds of channels of rubbish" and that "it costs too much".

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