Why Advertising Still Doesn’t Work: Sprint Tries Its Hardest To Sell Me an iPhone
by Peter Kafka
Posted on June 16, 2009 at 9:17 AM PT
There are a lot of big brains out there trying to use technology to make ads smarter and more efficient. Example: Google’s (GOOG) plan to roll out its own ad exchange this summer.
And there are lots of marketers trying their best to ignore technology and keep their ads as dumb as possible. Example: Sprint’s email to me this morning trying to convince me to sign a new contract so I can snag a free “Katana Eclipse X” from Sanyo. Here’s the pitch (click to enlarge):
Nothing against the Katana Eclipse X, by the way. I’m sure it’s a fine phone. But here’s the thing: Sprint (S) has my email address because I am a customer. I’ve been one for a decade. And so Sprint knows that:
- I own a BlackBerry 8830, and that…
- I spend $100 a month for an all-you-can eat plan (plus another $60 a month for a broadband wireless card!), and that…
- My contract expires in a couple of weeks.
So if I were Sprint, I’d be trying very hard to convince me not to ditch the company for AT&T (T) and Apple’s (AAPL) new iPhone 3G S, which looks awesome.
And again, nothing against the Katana, which is apparently available in “Nightlife Black and Hypnotic Pink.” But it’s no BlackBerry, and it’s no iPhone. And it’s not a Pre, the phone that Sprint and Palm (PALM) are positioning to compete against those two.
But I’ve yet to get an email from Sprint telling me that the Pre exists–perhaps the company hopes that I’ll be wowed by its new woman-friendly TV ads. Or what about Research in Motion’s (RIMM) new “Tour,” which is coming out this summer and looks great? Nope. Had to learn about that one by reading a blog.
So while I worry that I’ll regret typing this, here goes: Dear Sprint: You know where I live, what I own and how much I spend. You know I’m a free agent at the end of the month. Want to keep me? Start pitching.
Comments
Peter,
You delusional fool. You actually think that Sprint wants your business. They don’t.
None of the phone companies want your business. They just expect it.
,dave
Posted by Dave Barnes at June 16th, 2009 at 9:27 amMaybe it’s good that they’re dumb about our personal tastes. I’d be nice to get advertisement that understood me, but Minority Report like ads are creepy.
Posted by Bjorn Tipling at June 16th, 2009 at 9:53 amBut that’s what I was getting at. Web ad guys try to “targeted” advertising based on my browsing history, and they don’t have much to go on and there’s a lot of potential blowback for them, to boot. But I already have a relationship with Sprint that is fairly involved. And it will be much more expensive to replace me than it would be to spend a little time and money trying to keep me. You’d think they would be better at this in 2009.
Posted by Peter Kafka at June 16th, 2009 at 10:09 amPeter,
Large companies still have little to no idea how to market off of the data they already have. Other life examples are my mortgage co. they know my rate, my house, my credit and Cablevision who reward my long standing good customer status by raising my rates and pushing me to Fios. Who basically get me for the same rate that Cablevision just tried to change me off of. It’s mindless stupidity.
Unless of course nobody makes money off the product and now that they have your information (where the real money is?) the goal is to churn you so you stop costing them.
Posted by christian hudson at June 16th, 2009 at 10:36 amThe real potential iPhone killer is the Panasonic Viera which, unfortunately, is available only in Japan – where they can’t give away iPhones because the Viera is just that superior. If Sprint really wants to keep your business they’ll change that.
Posted by David Higgs at June 16th, 2009 at 10:58 amYea, they should have marketed you the Pre. I have one and it’s terrific. Sprint Marketing has always been on of the weakest parts of the company for some odd reason. I don’t think they’re hiring enough people who have studied some of the newer textbooks on the finer points of marketing in this day and age. My guess is that they’ll see your post and reach out to you.
Posted by Conrad Sands at June 16th, 2009 at 12:17 pmI’m surprised you are giving them a second chance…I will be a free agent in October — and at this point, I’m definitely getting the iphone as im not sure the Pre or Tour can compete.
Posted by Michael McMullan at June 16th, 2009 at 1:51 pmSprint was very courteous and helpful when I called to cancel my service.
Can’t say that about just any company!
Posted by Mac Beach at June 16th, 2009 at 4:54 pmHey, all. I’m Justin Goldsborough, communications manager at Sprint. So I know by social media terms I’m way late to the party, but Peter, I wanted to reach out and let you know we value you as a customer and would be happy to answer any questions you have a bout the Pre or any other of our devices.
In addition, I can see your point…an e-mail about Katana when we’re just off launching the most influential device in our company’s history — of course I mean the Pre — does seem misplaced. I don’t work in Marketing, but happy to relay the feedback.
As far as marketing in general goes, this is just one person’s opinion, but the most effective marketing (if you want to call it that) I see at Sprint or from any company lately is listening and engaging directly with customers via Facebook, Twitter and other social media channels. Traditional online marketing is too one-way, IMO, and often leaves the customer wanting more, like an answer to their specific account or device question.
You and your readers can reach out to me/us anytime to discuss Sprint issues or questions. Nothing is out of bounds. And thanks for the feedback. I think we all know that very few people, if any, would choose a Katana over an iPhone if the device itself was the only factor being considered
.
Thanks,
Justin Goldsborough
Posted by Justin Goldsborough at June 24th, 2009 at 12:42 pmjustin dot goldsborough at sprint dot com
http://www.twitter.com/jgoldsborough
I am still confused why Sprint is advertising a product you can’t get! Why waste the money. I have been waiting for years for Sprint to get a decent phone. Finally I think they do but I can’t find one. Now I read reviews that maybe its not that great- hot battery cracked screen the cloud is wierd. Tried one last time finally found one but I was not in the stores CSA so they would not sell to me. Hey My contact is up and I am going to AT&T. Now I am the proud owner of a new I phone 3gS!
Posted by stacy scott at June 29th, 2009 at 12:33 pm