Time Warner Cable, which is the 2nd largest cable provider after Comcast, will launch a new ad campaign aimed at winning back former subscribers who are dissatisfied with their current pay TV and internet service. The company will be spending at least $50 million on the latest campaign, which will include print, TV, online, and direct mail advertisements under the new slogan “The Better Guarantee”.
The new campaign address the old complaints about the company, acknowledging that perhaps some expectations were not met in the past. But the cable giant wants to make it clear that things are different now.
“We, as a company, are fundamentally different and better than we were a few years ago when these upstart competitors started coming in,” explained Jeffrey A. Hirsch, Time Warner Cable’s chief marketing officer for residential services.
Some of the new ads are targeting Time Warner Cable customers that have defected to Verizon FiOS, pointing out that the promised monthly savings have yet to materialize. “That promise of new isn’t such a great promise, and people are starting to come back to Time Warner Cable,” Hirsch added. “So we decided it’s time to put some muscle behind the idea.”
The cable MSO has added convenient smartphone apps, expanded Entertainment on Demand options, and shortened the wait times for home service calls from the standard 4 hour windows down to 2 hour and express 1 hour windows. Upgrades to the network mean faster and more consistent internet service, as well as higher limits on maximum speeds for all available plans.
The new campaign is emphasizing a 30 day money back guarantee, which should entice both new and former subscribers into giving Time Warner Cable a chance. “If the consumer doesn’t see that we’ve improved our service, we’ll send them their money back,” declared Gregg Fujimoto, a senior Time Warner Cable VP.
Clearly, the nation’s 2nd largest cable MSO wants to not only win back their old customers, but poach new ones from competing pay TV providers as well. How will the competition react to Time Warner Cable’s aggressive new approach? Either way, the clear winner in the pay TV wars will be the consumer—which means cable and satellite companies have to give you better value for your dollar if they want to earn your business.