Phoenix built video emails with links to the registration page, had sales representatives call to alert customers to the emails and had direct sales representatives mention the videos to customers.
By August 2010, Marrache and Rowe were virtually entering furniture retailers' sales offices whenever Phoenix A.M.D released a new product.
With the new platform, dial-up customers in the mountains of Virginia and fiberoptic users in urban areas each receive consistent streaming video. Video emails are now possible, as is accommodating the 5 percent to 10 percent of members who view Phoenix Tube on iPads, iPhones and smartphones.
"This really did allow us ... to concentrate on the content itself," Yildirim says, "rather than splitting our hairs to figure out how to deliver it."
Now, with more than 150 videos viewed at a rate of 50 per week, training on new products and services is immediate. Phoenix even has time to create videos answering customers' most frequently asked questions, then send them out in a video email. (While Phoenix mainly offers extended warranties, the most recent e-blast concerned bedbug infestation prevention and advice for retailers on how to educate end consumers about the situation.)
"This wasn't just about marketing," Yildirim says. "This was about improving service that we provided to our clients by educating them; by allowing us to train them and educate them faster."
Nevertheless, Yildirim says, this enhanced direct marketing effort and complementary direct sales effort helped in a more concrete way. Sales are up for Phoenix, and retailers have doubled sales on Phoenix products and services since June 2010.