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AT&T WorldNet Service Hikes Daily Traffic with FREE Customized Calendar Screensaver AT&T
WorldNet Service, the largest US direct Internet service provider, employs
the creative marketing talents of Santa Fe based Roadless.com to generate
traffic in WorldNet's free Member Tour through on-line incentives. Interest
in taking this easy-to-use tour has increased dramatically with the final
stage of the tour offering a free, promotional, downloadable, interactive
Calendar ScreenSaver custom designed by Roadless.com.
"Our main goal was to find a promotional premium that was a meaningful incentive to AT&T WorldNet members to take our newly released member tour," said Elizabeth Kerr, AT&T WorldNet Marketing Manager. "We knew our customers would enjoy something computer and technology oriented, and from a marketing standpoint, we wanted something that would continually place our name in front of our members. " Roadless.com Calendar ScreenSavers are custom-designed to meet the specific needs of the marketer. AT&T WorldNet Service's chose to customize the calendar in three versions: nature, space and sports. In addition to providing full color photos, the personalized calendar features a useful reminder mechanism. Users can set their calendars to alert them of impending activities-from appointments to birthdays-days or months in advance of occurrences. Roadless.com surveys reveal that their ScreenSaver calendars activate an average of 11-15 times per day for 6-10 minutes at a time, creating more impressions than virtually any other medium. "People enjoy the photography and make great use of the calendar and reminder option. AT&T benefits because the user is constantly being exposed to the company logo," said Roadless.com, "We felt that for AT&T WorldNet Service-a major Internet access provider-Roadless.com represented the ideal cost-effective giveaway." According to Kerr, more than 30,000 people already have downloaded the Roadless.com Calendar ScreenSaver. In comparison to other premiums, the ScreenSaver has more cost-effectively allowed AT&T WorldNet Service to continually keep the brand in front of their member base. Everytime the ScreenSaver appears on the user's desktop, the AT&T WorldNet Logo is prominently displayed. AT&T WorldNet Service has one million subscribers. If the company spent $10 per person for a direct mail giveaway on only 10% of its members, it would have cost $1 million. In comparison, AT&T WorldNet Service's per person cost for the ScreenSaver is currently less than 50 cents. "This partnership has truly been a wonderful experience; EasySoft [Roadless.com] has done an outstanding job for us. We have received numerous emails from customers saying how much they enjoy the ScreenSaver," Kerr added. "For any company looking to use a technology-based premium, we recommend investigating EasySoft [Roadless.com]. It's simple to implement, and it's a cost-effective promotion. If there is ever a problem with the ScreenSaver, the customer contacts an EasySoft [Roadless.com] representative; we don't have to do a thing " Other marketers such as Dow Jones (for The Wall Street Journal), Time Inc., BarnesandNoble.com, ITT Cablevision, Amtrak, and Berlitz International are also using customizable EasySoft ScreenSavers as subscriber and sales force incentives, sales call leave-behinds, tradeshow giveaways, direct mail premiums and website builders. Current projects in development include Fleet Financial, the American Association of Certified Public Accountants, Marvel Comics, and Women's Wear Daily. |
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