Tag Archives: at&t

Secret of My Success

Follow-up to my Pontiac Apprentice post::
The http://www.pontiac.com/apprentice link now forwards to a page that has the following text…

“The “Raise the Roof” promotion was a resounding success and has officially ended.”

450,000 visitors short of your goal is a resounding success?!

Meanwhile, AT&T is calling their “delivered” campaign that raised the ire and the eyebrows of the blogosphere a “success”. (via AdJab)

“With awareness tracking registering at 80 percent, the brand campaign’s new tagline “Your world. Delivered.” looks to be quite a success at five months into its run.”

You mean to say that 80% of people recognize a brand name that’s been in existence for 121 years? No Way!!

Tracking and effectiveness are sometimes the hardest things to deal with in marketing. Luckily, there’s an easy two step process to determine the success of any marketing campaign…
Step 1 – Look in the cash register.
Step 2 – Is there more money in there because of the marketing?
If the answer is ‘YES”, then you have a success. If the answer is “NO”, then it was a failure.

Customer traffic and sales are ALWAYS the clear indicators of marketing success. Now with a “branding” campaign like AT&T’s, you can cut a little slack because the ROI on branding will trickle in over the next several years…but still, there should be an immediate uptick in sales/inquiries.

Pontiac and AT&T have to sugarcoat the results of their marketing to placate investors and others in the organization. But with your marketing, make sure that you’re not fooling yourself with your “success”.


Sprint Swag

A corporate blogging strategy is now essential for larger companies.

That doesn’t necessarily mean that a company should hire a full time blogger. What it does mean is that a company should monitor what is being said about them and know how to relate to the blogging community.

This is a tale of two telecoms and their corporate blogging strategies. I blogged earlier about how AT&T found out the hard way that the blogosphere bites back.

A better corporate blogging strategy is the Sprint Ambassador program.

A few weeks ago, I received an e-mail invitation from Sprint saying they’d read my blog and wanted me to become a Sprint Ambassador. I was a bit skeptical at first. As other bloggers have said, the e-mail looked and felt like a scam. But after some research and advice, I signed up for the program. About a week ago, I received a FedEx box with a free Samsung A920 phone loaded with 6 months of free Sprint PCS service.

Sprint has been peppering the blogosphere with free phones :: HughJaffeJarvisRubelOthers

Bloggers are very open about the minutiae of the their lives including the cool new phone they are using for free. The Ambassador program is a smart move for Sprint since bloggers will talk about it. Sprint is bypassing the media gatekeepers and influencing word of mouth directly with the target audiences. They will have to accept the good, bad, and the ugly comments about their phones and service. (And also accept dissection of their marketing strategy from marketing bloggers!) An absolute pre-requisite if you’re going to implement a corporate blogging strategy like this is to have an amazing product. You’ll be eaten alive if it’s not.

And it is a neat phone. It does everything you could possibly think of….camera, camcorder, email, text messages, internet, media, etc.

There are troubles though….
I’ve been given a Kansas City phone number which is a bit of a problem since I’m sitting in Kentucky. It’s unfair to expect my friends and business associates to spring for a long distance call to Kansas City unless they have an unlimited long distance plan. If they do this to all Ambassadors, it will severely limit the buzz.

However, I’m looking to the sunny side…maybe I’ll get a speaking engagement or a marketing services client in Kansas City in the next six months. If you’re in Kansas City, let’s talk!

I’m even going to go Scoble on everyone. The number is 816-352-2009. Call between now and August 2006 or you won’t get through.


Maybe they were too focused on the Ampersand

It’s all over the blogosphere [Scoble] [Rogue] [AdRants] [etc]..but I thought I needed to add my 2 cents as well.

You may have the biggest-most-hugest-earth-shattering ad budget the world has ever seen…but you have to exercise just a little common sense.

Companies can’t just tell people what to think when they “rebrand”. Consumers already know what a company represents. Now, in the new world, it’s just more obvious that a company is making a fool of itself becasue they can be belittled publicly for it.

BTW here’s another little stupid glitch…look what Blogger’s spell check doesn’t understand… tags::