As author David Whitehead famously said:
“Telling the difference between transparent and invisible is an acquired skill.”
Sprint has kicked off a new marketing campaign with football superstar David Beckham, tackling customer issues with competitors in the US, but also highlighting the network’s new “All-in” plans.
The company hopes that the new plans will offer a simpler option for consumers, making it clear exactly how much the smartphone and accompanied plan will set them back. Their aim is to make packages
“simpler, clearer and more straightforward for consumers”.
This TV Commercial is clearly a fine example of how strong the marketing campaigns are in the USA to create churn and win customers. From an educational perspective ROCCO will use this video in our industry training to emphasise the “retail transparency” phenomenon which telecoms operators have faced for many years, both in the domestic and roaming markets.
From the Sprint Newsroom
All-In Wireless counters the wireless industry’s current way of advertising by providing one clear monthly price for a smartphone and unlimited talk, text and high-speed data.
With All-In Wireless, consumers pay $80 per month for a wireless device and unlimited talk, text and high-speed data – the two most significant components on any wireless bill.
“We understand how frustrating and confusing shopping for wireless can be. At Sprint, we are doing things differently,”
said Marcelo Claure, Sprint CEO.
“We are telling customers, ‘This is your All-In price.’ So when they walk into our store or visit our website, they will see that $80 includes a smartphone and an unlimited plan to do the most important things they are going to do with the phone for an entire month: make calls, watch videos, listen to music, text a friend – you name it.”
“If you went to a restaurant that advertised a cheeseburger for 99-cents, but when you show up, they said it’s an extra $2 for the bun or $1 for lettuce, you would feel misled. Yet, that’s what the industry has been doing with its wireless plans. Why can’t everyone just advertise the full price of both the plan and the smartphone – an All-In plan? That was the idea behind what we’ve created.”
Sprint will promote All-In Wireless with advertising featuring international sports star and entrepreneur David Beckham. In the ads, Beckham goes from store to store, asking for a simple wireless plan with a consistent monthly cost. He is met with confusion and frustration at every stop – until he gets to a Sprint store, where he is offered All-In Wireless.
“When Marcelo and I talked, he said that for most people, buying a cell phone can be one of the most frustrating experiences imaginable,” Beckham said. “People want simple, honest and straightforward plans, but instead they get confusion. With Sprint All-In the aim is to make things simple and deliver value for people.”
Source: Sprint Newsroom