Case Study: Primus boosts long-distance usage with RMR & Associates

Primus boosts long-distance usage 50% in 60 days with RMR & Associates

Primus, a long-distance telephone service provider, faced the challenge of differentiating itself in a crowded market to promote its significantly lower rates. They also needed a strategy to roll out and test services city-by-city and to both attract and retain trial customers. They engaged RMR & Associates to develop a marketing communications program aimed at increasing long-distance minutes used per market.

RMR & Associates recommended Primus focus on the international calling niche. The solution used a mix of direct mail, radio, and direct response TV advertising, targeted at high-potential customers, and included a BMW giveaway promotion to incentivize use. As a result, Primus saw a 50% increase in long-distance calls and usage jumped from zero to 50,000 minutes within 60 days, ultimately helping the company raise $35 million in its public offering.

Primus