Home Services Florida

We are fundamentally in the customer acquisition business. We identify, capture, and convert high potential prospects and deliver them to our clients. And we do efficiently, very efficiently. How do we know how efficient we are? Simple, everything is readily measurable. We draw a clear cause and effect. We drill down and deliver a definitive CPA – Cost Per Acquisition. We show our clients the exact cost to acquire a customer, a thousand customers, or a hundred thousand customers.

While we excel at customer acquisition, we really thrive on subscriber acquisition. It’s the same thing right? Not really. In most segments customers have a need to make a purchase in a specified time period. Therefore, the window to acquire them is well defined. My lease is up on my car in 90 days, therefore, by day ninety one, I must make a purchase decision – I need to get a new lease or buy a vehicle. I need a hotel room in Miami on March 31st. I can procrastinate and wait until the morning of March 31, but I have to make the purchase decision on or before March 31.

Now on the other hand take the subscriber prospective customer. They usually lack any time constraint. Mary’s been intrigued by the idea of solar power for her home for some time. She likes the idea of saving money on her monthly energy bill. Plus, she really doesn’t like the electric company. Actually, like many Americans, Mary hates her electricity provider. However, there is no time deadline for Mary to drop the electric company and switch to solar power.

Just like Mary, Bob is thinking about switching from his current cable television provider to DIRECTV. He is interested in DIRECTV’s “NFL Sunday Ticket” package as he is a huge NFL fan. But then again, he hears that sometimes the satellite signal is very good, or totally unavailable, during a snowstorm.

Both Mary and Bob are prospects, good prospects. Both are homeowners, with solid incomes and excellent credit scores. However, neither Mary nor Bob have converted yet.

What Bob and Mary need is motivation. An opportunity, an incentive to move them from their passive, dormant stage into an active acquisition stage.

Motivation is our stock and trade at D2 and innovation is our passion. When we apply innovation to a well structured promotion plan and support it with a well planned and efficient communication platform, we can often create real magic. It becomes motivation on steroids.

Take the program our team developed for DIRECTV. We formed partnership alliance programs with key retailers to facilitate the sale of high-ticket DIRECTV subscriptions. We identified high potential partners, structured a promotional platform, and helped negotiate the deal.

We built a promotional platform based upon a limited time special DIRECTV offer and combined it with a $100.00 Gift Card for the retailer partner. The DIRECTV incentive price combined with the $100.00 gift card provided substantial motivation for the consumer to act. The retailer loved it because DIRECTV was funding a $100.00 Gift Card good only at their retail outlets. Plus as a bonus the offer was “self-targeting”. Bed Bath & Beyond customers got a $100 BB&B gift card while AutoZone customers got a $100.00 AZ gift card.

But how to overcome the objection that we don’t want to give up valuable shelf space or ad space to sell DIRECTV. We are in the home accessories, auto parts, consumer drug, or home improvement business. We’re not in the business of selling satellite television subscriptions.

Innovation was the answer. We developed a system whereby brand specific offer brochures were inserted into the retailers check-out bags. We took the bags from the bag manufacturer, inserted the offer and delivered them to the retailers distribution system. The retailer had to do absolutely nothing. The bags arrived at the retail store, just the way they usually did, but with the offer already inserted. The store personel’s effort to implement the program – ZERO.

The customer takes their purchase home, opens the bag and bingo they are hit with a very compelling offer that includes a $100.00 gift card for the store where they just made a purchase.

THE RESULT. Hundreds of thousands of DIRECTV subscriptions are sold each year over a 4-year time horizon. That’s innovation and motivation at work.