The marketeers join the assault [5 June 1998]
Marketing Week (28 May 1998) has a long article on CWC's marketing efforts; thanks to Rick Sareen for sending me it. The article is not on-line, but its basic thrust is 'what strategy?', and the word 'mess' is used several times:
- The original marketing blitz, with questionnaire, was highly effective, but wasn't followed up. So the CWC brand image has dissipated over time.
- In addition, there have been staffing problems; CWC currently have no Marketing Director ... which shows.
Particularly encouraging is a quote from Saatchi and Saatchi:
'I don't know if people know what CWC stands for,' says Saatchi and Saatchi media director Mike Gorman. 'In this industry, consumers often switch between different cable TV and telecoms operators and CWC doesn't have enough to differentiate itself. Maybe the problems in the marketing department have all been bad luck.'
Nice to see that Saatchi and Saatchi and Cable and Wireless Watch agree!
It's ironic that CWC are reluctant and partial providers of a service which would strongly differentiate them from BT and most other cable companies - unmetered 'cable-cable' calls. With these they could market themselves as that most improbable thing, an Internet-friendly telecommunications company.
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