DMR | What We Do

DirecTV

Repositioning a Company:
Making Marketing
Dollars Stretch Further

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“With DMR, the findings are
boardroom ready in content,
insight and clarity. They led to a 20% increase in lead generation and a 17% lift in sales closure rates. We were able to achieve our objective of out-marketing our competitors. We did this by developing more effective marketing messages, not by increasing our marketing expenditures.”

Robert Bloch
President and CEO
DirecTV- Digital One

DirecTV provides digital quality picture and sound
television to more American households than any
other digital satellite entertainment service. It offers
over 255 channels with interactive viewing capability and local channel content as well.

Objectives
In the late 90’s, DirecTV was in the market along
with numerous other competitors. Competition in
the Northeast was particularly heavy, and DirecTV
was going head to head with PrimeStar. Moreover,
PrimeStar had deeper pockets for marketing and
more experience as well. In this environment,
DirecTV- Digital One (NE) needed to make its
marketing resources work more effectively than
its competitors. DirecTV had to generate more
revenue than competitors for every dollar spent.

Process
DMR used its proprietary identity building methodology – ACE™. Competitors’ marketing messages, advertising and sales strategy were also gathered as part of a marketing intelligence effort.

Results
The combined data revealed that neither DirecTV nor PrimeStar (its main competitor) had marketing communications that resonated with the true needs of the market. The true needs were yet to be identified. The findings uncovered one unidentified need that was the key to unlocking a powerful new marketing message. This discovery provided a huge opportunity for DirecTV to redirect its marketing communications, sales and telemarketing efforts accordingly. Within one year, DirecTV climbed from a second-tier player to number one in market share.