Time Warner Cable

Time Warner Cable (the second largest cable provider in the country behind Comcast) recently announced its marketing campaign efforts targeted at former subscribers to regain and rebuild their confidence in the company’s current video service offering. The company’s new slogan, “The Better Guarantee” will be featured in its ads to convince its target market (new and existing subscribers) that its services have been upgraded and better than what were offered in the past. Cable providers, like Time Warner Company have lost most of its subscribers to satellite and telecommunication providers such as Verizon and AT&T, DirecTV and Dish Network.

The advertising campaign will cost Time Warner at least $50 million. The company intends to use traditional advertising media as well as social networking websites using broadcast, print and direct mail ads. Ads will focus on specific improvements made in Smartphone apps, on-demand TV options, narrower windows of time for home service calls, in addition to faster internet service and home security service. A 30 day money-back guarantee policy will be one of the company’s strategies to convince former subscribers along with featured testimonies from actual subscribers as to why they chose to do business with Time Warner Cable again. Some ads will specifically challenge Verizon on its statement promising monthly savings, which it has yet to deliver.

Despite Time Warner Cable year over year losses in earnings and subscriptions and below average rating as a cable provider, like others, the company is making strategic moves to recapture subscribers expressing discontent in providers’ high monthly bills and set up boxes that are slow.