Cox

Project:
Cox Digital Days

Components:
Sales Collateral, Direct Mail, Public Relations, Print,
Television, Radio, Point of Purchase, Specialty Items,
T-Shirts, Impact Study

Client:
Cox
Baton Rouge, La.

As Louisiana’s largest single-source cable, Internet and digital telephone service provider, Cox is continually introducing new products and entertainment capabilities to its Greater Louisiana service area. Cox had a new array of products that needed introduction to the local market including television lineup changes, new digital products and general service and equipment changes. So BBR spearheaded Digital Days, a two-day series of events staged in centralized locations across six towns. During each of the seven events, customers could make changes in their channel line-up, upgrade service and learn more about new digital products and special offers. Cox technicians were present and led customers through an informative, hands-on showcase of products and services.

For Cox, BBR developed all marketing materials and event promotions prior to launch. The events were promoted through the use of print, television, direct mail and public relations pushes including a press conference and write-up in the Acadiana area’s newspaper of record. During the events, promotions — including the giveaway of a flat-screen TV — gave guests an added incentive to learn more about Cox.

In the end, the response was overwhelming. With a steady flow of attendees, Digital Days exposed at least 1,000 existing and potential customers to Cox’s services. Attendance exceeded expectations and many existing customers upgraded service or equipment packages on site. Cox was highly successful in marketing its new products and attracting new customers through this multi-channel, community-centric event.