By: Eric M. Winkfield
September 5, 2015
Has anyone noticed the excessive amount of wireless provider commercials that appear on television recently? In the last hour I counted seven. Funny thing is they all have the same message – We are the best over the rest.
How can one company break through the noise of advertising when they all contribute to it with similar messaging? “The Big Four” (AT&T, Sprint, T-Mobile and Verizon) all attempt to attract customers to their service by discrediting the competition. However, is there truly one better than the rest? All of them have their major pros and cons.
The battle for consumers’ dollars gets stranger by the day. For example, the spokesperson from Verizon has now works for Sprint. Then Verizon’s retaliation is contracting actor Jamie Fox to be featured in a commercial that has a subliminal message of both sprint and T-Mobile copying the brand.
From an IMC perspective you can question whether these ads are moving the needle when it comes to attracting newer customers? But there are some other perks and better selling points that some of these companies have that they should be focused on. Services offering that do a much better job of allowing the customer the freedom to decide who is the better provider.
For example, If T-Mobile will promote their customer rewards program (T-Mobile Tuesdays) They might when over customers simply off of their efforts to show appreciation to their current customers. They have a sweet thing going. T-Mobile is certainly not the best service when it comes to solid coverage nation wide. However, the company does do it’s best to show appreciation for its customers that decide to do business with them anyway. T-Mobile is known for doing things a little differently to other carriers, and its rewards program is much the same. T-Mobile CEO John Legere recently announced that the company will give all customers a weekly gift, one share of stock, and free in-flight Wi-Fi. The weekly rewards program is called T-Mobile Tuesdays, and it gives every subscriber a free gift every Tuesday. Examples are things like a free (carryout) pizza from Dominos, food from Wendy’s, movie tickets, or free rides with Lyft.
It has been a good observation of mine that companies that succeed the most are those that do not focus too much of their attention on outdoing the competition. Instead they focus their resources and strategies on discovering new ways to out do themselves and develop their brand to be the best it can be. Yes, keeping a pulse of what’s going on is important but should not be the main concern of a strategy meeting.