Real-time Marketing

Telstra TV

The Need:

• Telstra wanted to educate and inform their customers about the wealth of products and services available on the Telstra IP networks.
• Telstra neede to improve the digital media network runnin in-store
• Telstra wanted to increase customer satisfaction through more knowledgeable staff and a more engaging shopping experience.

• Telstra commissioned PDM to develop, execute and centrally manage their digital signage network and create high-definiation content to run over the network.
• Telstra TV consists of six channels and has rolled out Asutralia-wide in Telstra's top performing retail stores, on a huge multi-screen 'brand wall' in the Sydney and Melbourne T[life] concept stores, on a giant outdorr LED screen in Melbourne and in various Telstra executive environments.
• PDM implemented a complete overhaul of all aspects (technology, strategy, content, scheduling, research, management and support) of the existing in-store marketing solution.
• The content playing on the various TelstarTV channels was created to fit into a unique real-time schedule that changes depending on segment skew, day part, region, location, product and service.

The Results:

• 73-85% of shoppers have a high recall of ads and believe the media improves the shopping experience.
• The new model dramatically improves in-store ,arketing and staff training effectiveness.
• the reduced message time to market dropped from an average of 6 weeks (POS) to 1 working day.
• Staff opinions improved measurably, with some by more than 80%