Wednesday, June 11, 2014

Evaluating Sprint's marketing message

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Check out this marketing message from Sprint. This showed up at a bus stop:
"America's Newest Network means fewer dropped calls." At the bottom of the sign the copy reads "Happy Connecting."
Does Sprint mean fewer dropped calls compared to the previous Sprint experience or fewer dropped calls compared to other cell phone companies?
I was at Flapper's Comedy Store in Burbank and heard a comedian make fun of Sprint. I wish I could remember what he said but it was funny. So the company is using this copy to change its reputation.
That's one goal of good marketing – change a reputation or adjust perception.
My son has Sprint and he says the coverage is fine and he doesn't have problems with dropped calls.
Click on Opensignal.com for coverage maps of Sprint, AT&T, Verizon, and T-Mobile. It looks like Sprint and AT&T are similar while Verizon has strong coverage up and down the east coast.
What do you think? Is Sprint's copy in this ad convincing or not?
To me, it seems effective but not compelling. The problem still exists even though most users understand the problem with dropped calls.
How about, "America's Newest Network means crystal clarity?"
Hey, if it shows up on a Sprint ad anytime soon, you'll know where it came from.
By the way, if you want strong and compelling copy for your blog posts or your company's content then contact me, Don Simkovich 818-667-1789, dsimkovich@gmail.com.
Log on to www.donsimkovich.com and see who I visited this month.