Optimizing Mover Acquisition Opportunities
[This article was originally published in ACA Connects’ July 2024 edition of Independent Communications News]
Slowing market growth and increased competition has prompted many broadband and Pay TV providers to explore new opportunities for growth. Some providers have attempted to reduce costs through job cuts and M&As, but there are other avenues to explore, too.
Serving Movers Today
In 2022, nearly 30 million Americans – or about 11.5 million households – moved residences, typically changing broadband service providers in the process.
It’s this population of movers that represents the majority of newly acquired subscribers for fixed line providers. In fact, movers make up between 60-85% of all gross additions for broadband service providers. Despite this reality, few operators place much focus on movers.
Instead, efforts typically target “switchers,” those changing providers without moving homes. While these switcher-focused campaigns are usually easier to execute because prospects already live in a provider’s footprint, they are often less impactful because they only target a small subset of potential gross adds.
While varying by provider, in general the lack of focus on movers can be attributed to:
- Difficulty reaching movers at the right time
- Unknown mover dynamics (i.e., geographic variability, seasonality)
- Poor data on previously acquired movers (i.e., share of adds from movers)
- Cross-functional responsibilities make execution difficult
Fortunately, there are practical ways for providers to improve their targeting and acquiring efforts for movers.
Serving Movers Tomorrow
Cartesian, a leading consulting firm in the communications and digital media sector, has identified ways for service providers to excel in mover acquisition. Some of these best practices include:
- Engaging specific channel partners to target movers (i.e., co-branding)
- Investing in out-of-footprint marketing in targeted geographies and time periods
- Supporting seasonal movers with appropriate service terms, pricing, and offers
- Creating move-oriented digital content to drive organic search
- Tracking move-related KPIs
There is a particular opportunity for smaller operators to optimize their mover performance, as they can more easily implement a unified, trackable, cross-company strategy.
Contact Cartesian
With over 35 years of experience, Cartesian can help firms – small and large – transform their mover acquisition strategy to better attract new customers and retain the existing ones. Contact Cartesian today to learn more.
