When an ISP-subscriber market is purchased or acquired by another carrier, at some point, a rebranding effort is usually begun. The rebranding can be to the new purchaser’s name, or sometimes a new, more progressive-sounding name is chosen for the merged subscriber bases that affects both the legacy and acquired markets.
After years of maintaining a legacy brand in one such case, one of PerfTech’s mid-tier ISP customers decided it was time to transition that group to the newer name. As a smooth continuation of service had already been established, the brand transition was destined to be smooth as well. In addition to industry publicity, the ISP delivered an in-browser message during ten days prior to effecting the name change and offered these action options: OK thanks; a link to learn more details about the transition; Remind me later; and a close (X).
Rebrand Campaign Responses
Ok, thanks 14.7%
Link to more info 2.7%
Remind me later 16.1%
Close 29.0%
Total response: 62.5%
Note that even a Close was considered a positive response here, as conveying the headline, which was large, simple, and impossible to miss, was the goal.