TalkTalk Big Brother creative

**TJ.** · 10-06-04

Hi everyone

I wanted to let you know about the current TalkTalk Big Brother promotions.

The main creative highlights how people going to the TalkTalk site can win tickets to Big Brother eviction night and TalkTalk customers also have 1 million free Big Brother votes. This sponsorship is really working in terms of encouraging people to the site and so increasing sales.

We also have creative that promotes our £1000 challenge, as we are so confident we can prove to customers that they will save money compared to BT.

Don't forget there are also the added benefits to customers that if they get their friends and family to join TalkTalk they can call them for free and earn £10 in our Member get Member scheme.

Regards

Tim

**Qui Gon Jinn** · 10-06-04

Hi Tim,

Thanks for your posting.

Could you inject some ideas for us, on the best hooks and pitches to entice customers, and from your experience the most effective promotions to convey this message across.

Helping us get a better understanding of your brand and target audience.

**John** · 11-06-04

An excellent promotion... shame about the landing page(s):

"Join now - Call 08000 855 900 or" across all pages in large font.

"To cast your free votes, call 0800 049 0000 and follow the instructions." on the free votes page

No sign-up details on the competition page (apart from the 08000 number as above)

Recommend a friend - great incentive, shame affiliates don't et paid for it.

Can see a fair bit of leakage with this program

**TJ.** · 11-06-04

Thanks Qui Gon Jinn and John its fantastic to get your feedback.

The main hook for the product is the Free Calls. This means that all TalkTalk customers talk to each other for free any time of day or night anywhere across the UK. There's also an incentive for people to sign up their family and friends.

Both of these benefits mean the product could work like this for a customer:

- A customer could sign up their Mum and they would receive a £10 cheque back for signing up there Mum

- Their Mum would also receive a £10 cheque back for joining through an existing customer

- The customer and their Mum would then be able to phone each other for free!

As well as that we guarantee other calls to non-TalkTalk customers will still be cheaper than with BT and we back that up with our £1000 guarantee.

I really appreciate your comments on our site as well John. I agree the landing page could be better! I will let you know here first when there will be some changes to this. Clearly we want conversion and stickiness of the site to be good.

I guess if I was a publisher I might well include an outline of the offer then link straight through to the "How it works" page as I think that does a fairly good job of explaining the offer. Its the kind of offer that's probably quite difficult to explain through a link or banner and I've noticed a number of publishers using an explanation box with a banner.

Cheers

Tim

**Qui Gon Jinn** · 11-06-04

Tim,

One way around the telephone number is to have a seperate telephone number displayed during affiliate cookie periods. Just one seperate number, which can measure this leakage and actually provide the necessary metrics on what % of sales are generarted via this route of offline ordering.

The two fold result is that the affiliate program and manager will get a greater recognisition and praise for actually how many sales the program trully makes, rather than what you see as online orders. This way you can boast better figures to your bosses.

Secondly, once you have ascertained what % of sales leak offline. You can increase commission levels accordingly. For example if its 50/50 you double commission. If 20% of total sales value go thru offline telephone ordering then you increase the commission by 20%. Or you aggregate these commission and then offer this a bonus at the end of a prescribed period proportinally split between affiliates as a % of total sales value generated.

But yes, landing page is important..We want to them into the application process as quick as possible.

**pericom** · 11-06-04

I sent thousands of vistors highly targetted ones when they launched and didnt get a single conversion.

The landing page is very poor and has 0800s all over the place.

**Qui Gon Jinn** · 11-06-04

Just a heads up to other forum members, we met up with the guys from Talk Talk / Carphonewarehouse at CJU and a recent roundatable. The guys are totally genuine, no question, and want to listen to constructive ideas from the forum, hence why we pointed them in this direction.

They want to make the program work to it's full potential and are putting the effort into listening to us guys and implementing - by linking up with affiliates who are interested or are heavily promoting the mobile phone sector .

I hope this is not speaking out of turn TJ, but your offer of getting a group of publishers together would be productive..

------------------------------------------

Deep Linking to this landing page may help a bit

http://www.talktalk.co.uk/talktalk/s...trationServlet

Better choice of creatives to Win Tickets to Big Brother etc...

http://www.talktalk.co.uk/talktalk/s....BBCOMPETITION

Free Votes for Big Brother etc.....

http://www.talktalk.co.uk/talktalk/s...ER.BBFREECALLS

There seems to be plenty of hooks, which is good, in the form of various promotions like £10 to firnds and relatives who join up.

Plus the tier structure is sensible and acheivable by any level of affiliate.

We are going to try a few ideas over the next week and see which hook converts best.

**TJ.** · 14-06-04

Hi Qui Gon Jinn

No thats not speaking out of turn at all.

I agree a get together would be good. I'll put together some ideas on when this might be possible.

I certainly hope and expect that we will be able to show we are listening to the feedback we receive to maximise the potential for everyone involved.

Tim

**sboxster** · 14-06-04

Forget the get together - get those phone numbers off the site and it might work. Sent them 107 clicks, no sales. Won't be back. I'd advise others to steer clear unless your traffic's free - even then you'd be better off elsewhere until they make those changes.

Once again, I prove my own theory correct - aff landing page plus phone number equals no sales. Don't know why I even tried it again, am I incapable of learning from my own experience?

**TJ.** · 15-06-04

Hi Sboxster

I know from looking at our Sales figures that the vast majority of people that buy from visiting the site do so on the site rather than by using the 0800 number.

But I do understand why that 0800 number and landing page cause concern and I'm working on it.

Tim

**TJ.** · 22-06-04

Hi

I just wanted to update you all to let you know that the TalkTalk site has been updated to give it a cleaner friendlier look.

I think the home page is a big improvement and the join buttons and process for joining online are clearer so this should help reduce leakage.

I know this won't answer everyone's objections but we are seeing some publishers gaining a good response from their customers.

Regards

Tim