Question

Topic: Strategy

Strategy For A Cable Company

Posted by Anonymous on 8/27/2008 at 11:33 AM ET 250 Points
Hello, this is my first post on this wonderful site, so please have patience. Also, my English in not so good…
I’m a creative director in a agency in a third world country, and I have been assigned to come up with a marketing strategy. I was wondering if some of you good people can give me some ideas and input.
It’s for a cable company, actually the biggest one in the country. Lately, some competition (sometimes better on technology, they all have more or less the same channels) are arriving. Now they just heard that the biggest telecommunication company (really big) is planning to open an amazing cable company with all the hoopla. Better technology, more investment, etc.

OBJECTIVE/MARKETING PROBLEM TO SOLVE:
• Our objective is to reinforce the positioning in the mind of the consumer that our cable company is the best in programming and technology they can buy. We must do that before the other cable company opens. The platform of this concept must be mounted in the campaign of vanguard in technology and vast content so that we continue marking the tendency in our country’s TV. 
• Similarly, we must clear the perception of which we have neither amount nor variety in the programming

TARGET:

• Men and Women
• Age between: 18-45
• NSE: A/B/C+
• Present and Potential Clients of new homes Class A/B/C+



WHAT OUR CLIENTS DO TODAY AND WHY?
•
They are clients whose tendency, more and more, is to compare the services of us with the new technologies that have arrived at the market (Satelite).
They are clients whom they perceive that the technology arrives “slow” at our company.
Some of our clients perceive that VALUE for MONEY is low.
They compare the amount of channels between cable companies.



WHAT WE WANT FOR THEM TO THINK?

With our company I have the best entertainment in my home. I know my favorite channels and my programs. I can be updated with the technology, with the digital box by its easy handling, can make use of its advantages without fear and they are always presenting/displaying new vanguard



ADDED VALUES THAT MUST OFFER THIS COMMUNICATION

• Increase of perception.
• That our cable company is now more customizable (advantages digital box, etc.)

• Content: We offer the greater variety of content and I with us you get the best programs.
• Technology: We have the features you are looking for (parental control, PPV, HDTV)



USP 
• Now with our company my television is more customized and I feel truly connected with the world.



SUGGESTED TONE:
Technological, innovating, attractive, modern, dynamic.



WHAT THE CAMPAIGN SHOULD INCLUDE:

• Magazine covers 

• Press - combination of branding to communicate technology and change of channel and retail to communicate amount of packages
• Banners online
• Viral Marketing

• Ads in the movie theaters
• Posters on Commercial Offices

• Innovating Materials that allow us to mount a platform of direct communication with target.
• Pieces for Places of high traffic

• Pieces for department stores/stores specialized in technology.

They are expecting from us strategy first, but any creative input will also be welcomed. Thank you very much.

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RESPONSES

  • Posted by rohan_rainscape on 9/1/2008 at 1:29 AM Accepted
    Hi. While it may not be possible "to reinforce the positioning in the mind of the consumer that your cable company is the best in programming and technology they can buy" if it's not really so, but if it's a stopgap - "emotion" might work. You can work on the "emotional values" of your company (or create one) till it gets the new technologies and programs. I could also come up with some creative thoughts but I don't know which country you're from or what are the cultural values of your target market. Thanks. BTW, I think your English is quite ok.
  • Posted by rohan_rainscape on 9/1/2008 at 11:15 AM Accepted
    Hi Julio.

    Thanks that you found the idea interesting. While it may not work that your company is among the pioneers in digital entertainment in your country but emotions like 'family bonding/happiness (a balanced program for family viewing), 'a tribe/group who swear by the cable company (your favorite cable company for long/you grew up with us)', 'your first cable company (a person returning to his/her first love/comfort zone)' etc. might work emotionally. I'm sorry I can't be more particular unless I don't really know the culture of the target market.

    Please note, Apple or Harley-Davidson do not thrive on technology - they thrive on emotion.

    For more on the emotional aspect of branding please read https://rainscapebranding.blogspot.com/2007/12/bypass-brain-and-go-straight... or https://www.brandchannel.com/papers_review.asp?sp_id=1232 and https://www.entrepreneur.com/marketing/branding/imageandbrandingcolumnistjo...

    I hope they help.

    Best,
    Rohan
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