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.
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