TalkTalk is revamping its marketing strategy and introducing new money-saving incentives as it looks to reassert its status as one of the UK’s most competitively priced broadband and home phone providers.
According to a report from marketingmagazine.co.uk, the UK internet service provider (ISP) is poised to embark on a new marketing strategy which will see it focus increasingly on its free services. This will be marked by the launch of a new campaign which will focus on free local calls, which is set to begin in May. TalkTalk’s marketing drive will also see it abandon its current advertising slogan of Let’s Do It Together, while doubling its budget for promotion by around 50 per cent.
Olivia Streatfeild, marketing chief at TalkTalk, said: “The brand needs to help its customers to re-discover what is great about TalkTalk.
'We have a slightly more complicated product than tomato sauce, but we can go back to being simple in how we communicate with customers, which should have commercial benefits.”
The apparent change in strategy, coupled with Ms Streatfield’s comments, is set to fuel speculation that previous moves to grow the company’s market share had not been as successful as hoped. Earlier this year, the company introduced a system of Boosts, whereby customers could tailor a broadband package to meet their needs. This was trailed by the company as marking a sea change in the way that people brought their home broadband services.
Subsequently, the company introduced free local calls on its plans and loudly trumpeted this as a market-first in the UK with strong appeal for customers struggling in the face of the credit crunch.
Tiscali also appears to be exploring new methods of winning custom in the ever-more competitive UK broadband market. This month it began offering a new complete installation package for a cut-price. Available initially on a trial basis, the company charges a connection fee of £59.99. This is around half the rate charged by some rival broadband providers.