I’m baffled by Direct TV. How can one company totally get PyroMarketing and simultaneously demonstrate that it doesn’t have a clue? Are there competing factions within the organization struggling for control? How else do you explain the schizophrenia of smart marketing campaigns and colossally stupid direct marketing blunders?
DirectTV Mover’s Connection is a brilliant program. If you subscribe to DirectTV and decide to move, you take your receivers with you, but leave the dish behind. When you arrive at the new place, DirectTV will install a new dish. If you agree to a year of service, the new dish is free. Presto, they retain a valuable customer. Ah, but that’s not even the best part.
Because you left your dish, the person who buys your old house has almost everything they need to subscribe. And should they decide not to buy immediately, the dish on the roof is there to remind them of what they are missing and how easily they could get it.
Or how about DirectTV’s Spread the Word campaign? Subscribers can earn a $50 credit every time they refer someone who activates their service. DirectTV fans the flames by providing email messages and printable brochures people can use to tell others.
So why would DirectTV use a telemarketing firm that knowingly solicited people on the Do Not Call Registry? USA Today reported that DirectTV will pay a $5.3 million penalty to settle charges that it violated the FTC’s do-not-call telemarketing rule. If approved by the courts, the settlement will be the largest ever assessed by the FTC in a civil protection matter. The questionable telemarketing firm DirectTV employed was Global Satellite.
Guess what? If people so completely loath telemarketing calls that they sign up for the Do Not Call Registry, they probably won’t buy DirectTV service from the person whose call interrupted their dinner. And so what if they did make a sale or two. The damage done to DirectTV’s image (and now its bank account) far surpasses whatever revenue they make from the few who buy. It’s simply not worth it.
You cannot serve two masters. Either embrace PyroMarketing and begin serving and respecting consumers with its principles or embrace the often-exploitative practices of mass marketing, but please don’t try to do both. Spread the fire. GS