The CCA Voice - Spring/Summer 2014 - (Page 63)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Reaching Consumer Demand Through Marketing in the Rural Driven Markets By: Georgia Lacy Geo Advertising and Marketing I n the ever-changing landscape of the cellular industry, competitive carriers are constantly seeking fresh, innovative ways to deliver new products and services to consumers and increase sales. Now more than ever, properly communicating and marketing to the right customers is just as important as the cell phones and services a company is offering. In our current market, a full spectrum of cellular options exists, from affordable budget carriers to full service carriers with all of the bells and whistles. Carriers can make a few small changes to elevate their marketing strategy and gain a competitive advantage over rival carriers. Are you sending the right signals to your current and prospective customers? When marketing to your customers to drive phone sales, it is important to provide a strong, clear message that will encourage the customer to make a purchase. Customers rarely view an ad for more than a few seconds initially, so the message needs to give them a reason to want to hear more as well as maintain all of the necessary information and the carrier's branding. It's true that quality phone offerings can be important to the overall marketing strategy but it's not the only thing that is proven to drive sales. The quality and value of your service is just as important as the phone when trying to improve sales. When possible, offer a discount or promotion on current service plans. It is also a plus if a carrier is able to advertise features like strongest signal, biggest coverage area, fewest dropped calls, or fastest download speeds. Customers want to get value and quality for their phone and service so it is important to equally push these messages in all of your marketing strategies. When carriers are able to offer good value on a phone coupled with quality service on their network, it becomes the catalyst that enlarges the customer base and increases new phone sales. Marketing to the right demographic is often the missing link when carriers are doing everything right but they still haven't experienced an increase in sales. A phone and service plan need to be marketed based on what they offer and at what price. Creating specialized marketing strategies for different demographics is extremely helpful if a carrier serves a diverse area. These mini strategies should all maintain similar strategy and design but may offer a different style phone or different service options based on the income levels of target demographics. Prosperity depends on reliability and carriers must be able to implement their marketing strategy consistently. Creating a strategy with a solid foundation and quality promotions will always facilitate improvement. Implementing your advertisements and promotional activities without a strategy is like buying a Bluetooth earpiece before you even have a phone. It just doesn't work when carriers advertise without a proper THE strategy in place and it leaves too much room for error and inconsistency. The strategy is the vehicle that drives your advertisements and promotions to the consumer. Marketing and advertising can be the difference between a thriving competitive carrier and a faltering one. Building a strong, clear marketing strategy and allowing it to develop over time with other business practices is a vital part of a successful overall business strategy. Creating a marketing budget that fulfills these demands and provides room for exciting campaigns is the key to creating growth and increasing phone sales. Use a professional who looks outside, inside and upside down at your current marketing strategy and business plan. Geo Advertising and Marketing specializes in multi-communication and carrier marketing. VOICE * * Spring/Summer 2014 63

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2014

Chairman’s Letter by Jonathan Foxman
A Message from the President and CEO by Steven K. Berry
CCA’s 2013 Annual Achievement Award Winners
Staying Ahead of “The Next Big Thing”
Near Tragedy in Nevada Demonstrates Need for Rural Investment
Competition – The Foundation for a Healthy Industry
Putting the “Incentive” in Incentive Auction
Beat ’Em or Join ’Em: Data Roaming in a 4G LTE World
2014: The Year of Small Cell Deployment
Band Class 12 – Beyond Broadband
Chat Mobility Utilizes Multi-Faceted Plan to Attract & Retain Customers
Blurred Lines: Reinventing in the Rural Market
Regional Carrier Bridges Digital Divide with Massive Network Upgrade
Wireless Challenges and Solutions for Competitive Carriers
Expanding America’s Wireless Networks: It Takes a Village
Lead with Location
Giving Your Customer Their Preferred Choices in Billing: Paper, Electronic, and Mobile
Monetizing Data Demand with Personalized Services
Making Sure Long-Distance Calls Reach Rural Subscribers
Mobility Growth with Emerging Devices
Mobile Broadband and the Rise of Mobile Security Challenges
On the Verge: Fulfilling 4G-LTE Consumer Demand in America
Transform Your Business by Making It Simpler
Lessons Learned on the Road to LTE
Let’s Get Personal
Even If the Voice Packets Make It, Does the Lack of Quality Ruin It?
Our Connected World: The Necessity of NFV for Telcos
Ten Hot Consumer Trends in 2014 and Beyond
Gain Your Edge: Effective Edge Out Strategies with 4G LTE
Reaching Consumer Demand Through Marketing in the Rural Driven Markets
Tips for Improving the Customer Experience
Creating a Super High-Capacity Network in Rural America
Your Competitors Are Coming for Your Customers
Index of Advertisers
Congressional Spotlight: Representative Robert “Bob” Latta

The CCA Voice - Spring/Summer 2014