2006 CTAM Teleseminar & Mini Tech Briefing
The Event was hosted at Atlanta's ESPN Zone in Buckhead, where lunch was served and the teleseminar was satellite broadcasted on the jumbo screen in the private 'screening' room. The seminar emphasis was how to compete in today's "Hyper-Competative" market and the direction some marketing campaigns have taken Cable, Telecom, and Satellite marketers.
Guest Speakers
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As the teleseminar's MC, Mr. Duane Dick, Senior Partner with Sand Cherry Associates, opened the event with statistics outlining the direction of services and ad campaigns of industry marketers. He described which services are gaining strength by users (broadband services) and which are dying out (internet dialup services). He also discussed the evolution of ad campaigns for satellite and cable marketers while showing the audience a sample of the negative ads that the satellites competitors have taken compared to the "real-life-relative" campaigns of some cable marketers.
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Kathy Alexander, Vice President with Creative & Response Research Services, gave the audience an overview of the customer relations and how customers perceive different ad campaigns. She also spoke of how customers get "Pushed" and/or "Pulled" out of service with marketers.
Customers feeling "Pushed" out by poor customer service and unresolved issues, Price/value or Rate increase, or they feel like a number rather than a valued customer.
Customers feeling "Pulled" out, again, by attractive Price/Value with bundled services savings, as well as curiosity of new technologies and high tech offerings.
Kathy wrapped with ways to maximize customer loyalty through superior customer service, quickly resolved issues, and pointing out that savings with bundled services pricing is vastly popular in today's markets.
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Mary Roberts, Senior Vice President of Biglow Advertising, presented strategic tips on responses to competitor ads. She discussed how reacting negatively to negative ads of a competitor is a turn-off for customers.
Her message was to keep the ads "real" where people can relate to them in every day life. Consumers also tend to remember ads that are humorous verses negative or retaliatory. Provide consumers with a straight forward answer to products, packaging and pricing.
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Mark Adams, Director of Product Management, SE Division of Charter Communications, provided insight to the marketing tactics of telecom provider, Verizon, and their debut into the market. Verizon is predicted to be a fast, up and coming full package provider that has large market visibility. They put their logo on store fronts, service trucks, novelty items and equipment.
Mark discussed how Verizon has a small, select market focus where they are quickly gaining local government approvals and offering some public services for next to nothing, if not included in pricing. Charters response has been to expand its service base with phone and broadband, as well as strategically aligned its products and packages to be competitive with Verizon offerings without getting into negative ad campaigns.
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