Verizon Wireless Unleashes Bilingual Direct Mail Campaign

THE OFFER

Verizon Wireless' direct mail offer was sent out in late May and arrived in early June. It concentrated on the New York metro area. The thrust of the piece was an offer for up to three free camera phones. The price of the offer is $69.99 per month with 700 anytime minutes. The cost for third and additional lines is $9.99 per month.

The consumer is directed to call an 800 number to order. The piece was bilingual, with slightly more emphasis given to the Spanish, placing it above the English text and giving it more space (See images).

THE MAIL PIECE

The format of the mail piece was a self-mailer, printed on a single sheet of paper and folded, with the Spanish and English copy appearing on alternate sides. The piece measured 6.00” x 11.00.”

THE PRODUCT

Verizon Wireless was created in September of 1999 as the result of a $90 billion joint venture between Vodafone AirTouch and Bell Atlantic Corp. Its name, Verizon, is itself a merging of two words; “veritas,” the Latin word for truth, and “horizon.”

These words combine to convey a sense of trustworthiness and reliability.

Verizon's slogan is “We never stop working for you,” which refers to the company's ongoing efforts to expand their service areas. To this end, Verizon travels all around the country, making over 300,000 calls per month and measuring connectivity.

The company is currently developing its V Cast content delivery network that enables a user's phone to transmit streaming video, and was most recently employed to deliver 2006 Fifa World Cup content to millions of Verizon Wireless users nationwide.

Telephia, a provider of performance measurement information to the mobile industry, reports that Hispanic mobile consumers are heavy cell phone users compared to the average general market consumer. Historical trending illustrates maximum mobile usage growth for Hispanics as compared to other demographic groups.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

The World Cup kicks off in Russia on June 14, 2018. While Americans won’t be able to cheer for their own national team this time, US soccer fans are more engaged and excited about the tournament than ever.


As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

Only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. Why aren’t marketers taking this growing risk head-on?