A smart young company with the appealing name of PlumChoice has blazed a new trail in computer technology that would never have been possible without the Internet. They service and repair computers in homes and small offices all over the U.S. by long distance, using only the Internet and the telephone.
Ted Werth founded the Bedford, MA company in 2001 after spending many years in corporate management at Chipcom, 3Com and Lucent, and at two successful Internet start-ups.
“In the corporate world,” he says, “I saw the wide gap between the great capabilities that larger companies have in technology and the problems of personal computer users, who were becoming a large segment of the market.”
Starting with simple postcard mailings and a Web site, he built a unique company that services computers in homes and small offices in every state. His company now has 30,000 registered customers. Over 90% of them are home PC users with one or two computers, who are not in an office environment. PlumChoice is invaluable to remote workers, telecommuters and small home offices.
A PlumChoice service call seems almost miraculous. The complete job is done without the cost of an on-site service call or the pain of delivering a computer to a repair shop. PlumChoice technicians can actually see into the customer’s PC, whether the connection is dial-up or broadband. Technician and customer both operate the computer as they talk.
Examples of the principal benefits of PlumChoice (http://www.plumchoice.com) are removal of spyware, fixing virus problems, e-mail repair, security for home networks, and even fixing printers.
Werth says that the spyware, adware, and mailware that slow down the action of computers account for about 60% to 70% of PlumChoice service calls. Making slow computers run better is usually the objective.
Online registration at PlumChoice is free. If desired, there is no charge at all until you call for service; monthly subscriptions are also available. Service calls are charged by the minute, with a minimum of 15 minutes. A network of 50 certified technicians nationwide schedule appointment calls online and choose the time for a technician to call.
The company’s new customer acquisition program gives an unusual view of multi-channel marketing. New customers have previously been acquired through editorial coverage in USA Today, PC World and other media, but today’s most effective media are commercial radio spots and Google search ads.
“We use primarily radio,” Werth says. “Sixty percent of new customers come from this source. We use testimonials from ‘trusted personalities,’ like talk show hosts, who explain what’s so different about our system, They endorse it after using Plum Choice themselves.” The spots run on stations representing some of the top 20 cities with the highest number of computers and Internet users per square mile.
Search engines are another source of leads. Google AdWords bring in new customers at a very good cost per lead, and the company plans to pursue more pay per click and pay per response searches. Direct mail has proved less effective for generating new customers but is very effective once customers have registered.
“We use a combination of e-mail and direct mail to reach out to our registered customers,” Werth says. “Every new registrant receives a welcoming email, plus a welcoming postcard. We follow up with two or three rounds of emails to new respondents, and then selectively email large targeted segments two or three times per years. Some copy themes are service-specific and others are reminders. The programs generate a response of 8% to 10% among registered customers.
Fred Morath is a direct mail consultant, copywriter and list specialist at Fred Morath Direct Marketing, Natick, MA.
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