Industry / Company:
Internet Service Provider for the Australian Broadband Guarantee Program – This Company has chosen to keep their name private.
The Australian Broadband Guarantee was a Government initiative to provide “Metro Comparable” Internet services to rural and remote parts of Australia. Formerly this program was known as the HiBIS Program (Higher Bandwidth Initiative Scheme), and has now been replaced by the NBN (National Broadband Network). What the ABG meant for Internet Service Providers was that they would be paid an incentive to provide internet to rural and remote customers. There were 4 Categories that related to different incentives. The Category D or Satellite initiative had the highest incentive, as well as the highest profit for the ISP. The Government was providing $2500+ Per Installation of a Satellite in Rural areas to the ISP as long as it met certain criteria. This resulted in a lot of profit on the installation itself, in addition to the ongoing profit associated with the use of the internet service. Since the ABG was ceased and the NBN took over, ISP’s no longer receive direct incentives for installations, or payments.
The Objective of the ISP was during the last year of the ABG program (July 2010 – June 2011) was to install as many satellites into rural and remote Australia as possible to own a larger share of the market for the future, and take advantage of the Government incentive whilst it lasted.
The strategy for this campaign was difficult, as it was the 4th year of the Program, after years of the HiBIS program, meaning that a lot of the market was already saturated, and most potential customers already had the new service available, at the same time commercial service providers such as Telstra were expanding their networks at a phenomenal rate meaning the market was shrinking at a tremendous rate.
The Strategy here was to first isolate particular geographic areas that would most likely be eligible for the service, and then to acquire a database of contact numbers for these people. We used our existing Zent Marketing Database to generate lists of leads. This also meant utilising the “Broadband Service Locator” to monitor areas for changes in Internet Service availability. As there was no previous system to handle telemarketing for this program, a Zoho CRM system was created to monitor, track, and handle the leads, and sales process. The strategy for this campaign as contacts were limited in these rural regions, and a lot of the market was becoming ineligible for the program, we relied heavily on the skills of the telemarketers to network with leads in their region, and ensure that for potential customers that had multiple properties, or houses where reaping the full benefit of the program. The networking strategy was also used to request referrals from the lead to expand our opportunities in any given geographic.
- Implementation of a CRM System
- Zent Consumer Database List
- Zent Business Database List
- Zent Telemarketing Staff
- Zent CRM Developer
- Zent Market Researcher
- DNC Database Washing
This Campaign returned a result that was not anticipated by anyone, it was much more successful than our forecasting had considered in this shrinking market. Due to the networking skills of the Telemarketing agents, week to week Zent achieved continual and consistent growth. Zent was able to exceed targets by more than what was initially planned for. This resulted in the ISP having to contract new installers, and increase operational staff to handle the influx of sales. Whilst the ISP had to increase operationally this was very much to their delight to do so, to acquire a larger market share than they thought possible. This has enabled them to remarket services to these customers into the future as new technology and services become available. At the completion of the program and the introduction of the NBN program Zent was asked if they wished to continue on the contract with them for the NBN program, however due to the limited profit in the NBN in comparison to the ABG it was not a viable option at the time.