{"id":36,"date":"2010-05-11T09:41:27","date_gmt":"2010-05-11T16:41:27","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=36"},"modified":"2023-05-22T22:26:06","modified_gmt":"2023-05-23T05:26:06","slug":"sometimes-the-best-marketing-communications-cant-reverse-a-brilliant-contract-agreement","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/sometimes-the-best-marketing-communications-cant-reverse-a-brilliant-contract-agreement\/","title":{"rendered":"Sometimes The Best Marketing Communications Can\u2019t Reverse a Brilliant Contract Agreement"},"content":{"rendered":"

I can feel the pain the marketing team for the wireless division must be dealing with at Verizon, even more so now the news was just announced that AT&T had indeed signed a 5 year agreement to distribute Apple\u2019s now infamous iPhone<\/a>.\u00a0 So, Verizon is locked out through 2012 before they can think of carrying the now icon status phone.<\/p>\n

Of course, this was a risky move on Apple\u2019s part, to lock in a distribution partner for a relatively new product in an untested market.\u00a0 But, clearly each party recognized the importance of helping each other out \u2013 from the development plans and specs to which features should be offered or not.\u00a0 In the end, it was a\u00a0brilliant move.<\/p>\n

So, what do you do if you work in the marketing communications department at Verizon?\u00a0 As a marketing and business plan writer<\/a>, I can relate.<\/p>\n

First thing is to bridge the \u201cproduct divide\u201d by offering as close to a product replacement as possible, which they clearly have done with the Android.\u00a0 But, for those of you who have actually gone into the store and tried using the Android followed by the iPhone, you know that there really isn\u2019t much of a comparison.\u00a0 In the end, I personally chose the iPhone based on ease of use, product design and the simple fact that my 3,000+ song library will seamlessly connect with my new phone.<\/p>\n

What do you do next?\u00a0 One option is to re-define the debate.\u00a0 For example, a new importance or decision factor could be introduced into the mix that might cause a reconsideration of the purchase.\u00a0 For example, the network coverage of Verizon could be argued as being more comprehensive \u2013 clearly this is also a strategy they have pursued.\u00a0 Further, I would suggest that this strategy could be exemplified by noting that all the data traffic that the AT&T network now has is starting to clog it up, such that iPhones are now not being sold in New York anymore.\u00a0 But, the downside to this type of strategy might lead some to conclude that \u201ceveryone is now going to AT&T, so what am I doing at Verizon?\u201d<\/p>\n

New features is another angle, to them message that \u201cif you want X, then you need to go with Verizon.\u201d\u00a0 For example, perhaps there is some type of value added service or partnership that could be established to offer a new value to those with Verizon, such that the loss of not using an iPhone is less of an impact.\u00a0 Then, plaster the market with this new offer.\u00a0 How about advance, limited screenings of new movies that can be seen on your Verizon phone through a special user interface that is securely offered to just Verizon customers?\u00a0 Or, perhaps there are a series of local events that could be sponsored by Verizon that their customers are exclusively invited to?\u00a0 The communications could then be focused on the fact that the phone company you choose should be based on more than what a particular phone they offer.<\/p>\n

But, in the end, it is a long, uphill battle for the Verizon marketing communications team for now, at least until the end of 2012, or until when that contract can be ended.\u00a0 My guess is that considerable efforts are now being done to try and \u201cwoo\u201d Apple into breaking their AT&T contract, and that AT&T is spending an equal amount of time to ensure the agreement is air-tight \u2026 which is probably an excellent use of their time.<\/p>\n

Gordon Benzie<\/strong> is a marketing adviser\u00a0and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sometimes the best marketing communications can’t offset a brilliant business strategy. In order to succeed, you need both.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3,4,7],"tags":[66,65,9],"class_list":["post-36","post","type-post","status-publish","format-standard","hentry","category-brand-integrity","category-marketing-communications","category-technology-marketing","tag-brand-integrity","tag-marketing-communications","tag-technology-marketing-communications"],"yoast_head":"\nSometimes The Best Marketing Communications Can\u2019t Reverse a Brilliant Contract Agreement - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/sometimes-the-best-marketing-communications-cant-reverse-a-brilliant-contract-agreement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sometimes The Best Marketing Communications Can\u2019t Reverse a Brilliant Contract Agreement - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"Sometimes the best marketing communications can't offset a brilliant business strategy. 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