Awareness does not equal preference
Tom Dougherty, CEO – Stealing Share
27 April 2009
Can you hear me now? Well, Verizon, who doesn’t?
The earnings announcement for Verizon Wireless impressed many because it rose almost 30 percent from last year, which in today’s economy is something to crow about. What’s wrong-headed, though, are those attributing its success to its ad campaign, which is about visually demonstrating all the “people” behind the network.
The “Dead Zone” and “Can you hear me now?” campaigns that may have increased awareness, but I’m here to tell you it doesn’t increase preference. (Verizon is running neck-and-neck with AT&T, and its iPhone exclusivity, as top dog. Although that exclusivity is about to end with an agreement between Apple and Verizon looming.)
It simply amazes me that any wireless provider could differentiate itself by claiming ownership of table stakes like “network reliability” and “more bars in more places.” (The latter might work for a resort area, though.) When is the last time you had trouble with a cell phone connection? That may have been a problem years ago, but network reliability is now something everyone has. Few prefer Verizon for that reason.
Most of the company’s success has come through acquisition (think Alltel) and consolidation. Customers feel more handcuffed by their cell provider than are in love with them. Verizon’s competitors should take notice. There is opportunity in them thar hills to create preference when only table stakes are being marketing – even to those rare few in those increasingly hard-to-find “dead zones.”
LOTR coming to Amazon Tom Dougherty, CEO - Stealing Share 21 November 2017 Amazon brings LOTR to the small screen - and I love it Amazon taking on LOTR (The Lord of the Rings) is being greeted with boos. Why mess with a good thing? But I love Amazon all the more for...
Fox News ratings Tom Dougherty, CEO - Stealing Share 20 November 2017 Fox News ratings dip, others rise. A lasting trend? The other cable news networks envy the Fox News ratings but a tide might be turning. Ratings for the cable news network leader are dropping 12% in...
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...