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Verizon Combats Churn by Reaching Homeowners Before They Move

The "Verizon PreMover Savings Guide" targets previously untapped market

Berwyn PA - June 6, 2008 - Churn, or losing customers to competitors, has long been a problem for home communications companies, particularly when people move. To combat customer churn, Verizon has launched a unique program that targets homeowners before they move in order to increase customer retention in a notoriously difficult to reach space.

According to research, 85% of those identified as "PreMovers" will use the first vendor that contacts them when it comes to home communication services, regardless of their satisfaction with their current provider. To ensure Verizon reaches this key audience first, PreMover marketing specialists IDR/Quattro Direct have developed the Verizon PreMover Savings Guide. The Guide is mailed to homeowners at their current residence 30-60 days before they move, ensuring that Verizon's phone, internet, digital TV and wireless services are the first that they see.

In addition to showcasing all of Verizon's products and services, The Verizon PreMover Savings Guide also includes a 54 point moving checklist and discounts for complimentary businesses that add value to Verizon's PreMover subscribers, including Home Depot, Sherwin Williams, Circuit City HDTV's and Bosch appliances, among 14 others. The combined savings of over $3,000 encourages PreMovers to hold onto "The Guide" throughout their entire moving process.

"Our focus group research has shown that upwards of 80% of those identified as PreMovers make their home communication services decisions and purchase prior to their move," said Roger Heuring, Group Marketing Manager, Verizon. "The IDR/Quattro Direct PreMover program has allowed us to get in front of this crucial group current and potential subscribers an entire three to six weeks before our competitors do."

IDR / Quattro Direct, who also publish custom PreMover Savings Guides for six of the nation's top real estate companies, echo the value of reaching a PreMover vs. a Post/NewMover.

"Research performed with our Coldwell Banker PreMover Savings Guide in 2006 indicated that 67% of PreMovers made 75% or more of their major home purchasing decisions before they moved in," said Doug Guyer, President of New Business Development, IDR/Quattro Direct. "For many companies, waiting until a family moves into their new home is too late - these consumers have already made their buying decision. Verizon is the first in their industry to address this issue and combat churn with a PreMover Savings Guide."

"That's the power of reaching a PreMover - being top-of-mind with a compelling offer without the clutter of other competing services," said Scott Cohen, Managing Director, IDR/Quattro Direct.

About IDR / Quattro Direct

IDR / Quattro Direct specializes in creative marketing solutions for the nation's most competitive brands with a unique knowledge of the PreMover Marketing Industry. IDR / Quattro Direct provides its clients with strategic planning and consulting, encompassing brand development, innovative creative development, lead generation and customer lifecycle management. IDR / Quattro Direct provides award-winning media solutions and program execution for a diverse national client base. Their international client portfolio includes firms such as The Hartford / AARP, GMAC Mortgage, ING Direct and Verizon. The company founded The Catalog Package Sampling Program™ in 1991, which is the CPG industry's leading In-Home Sampling Program. Clients include Unilever, Procter & Gamble, Kraft Foods, American Express, Colgate-Palmolive among others. For more information visit IDR at, 610-993-0500. Or Quattro Direct at , 610-993-0070, ext. 13.

About Verizon
Verizon Communications Inc., headquartered in New York, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America's most reliable wireless network, serving more than 67 million customers nationwide. Verizon's Wireline operations include Verizon Business, which delivers innovative and seamless business solutions to customers around the world, and Verizon Telecom, which brings customers the benefits of converged communications, information and entertainment services over the nation's most advanced fiber-optic network. A Dow 30 company, Verizon employed a diverse workforce of approximately 232,000 as of the end of the first quarter 2008 and last year generated consolidated operating revenues of $93.5 billion.

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