Verizon wireless marketing: With a 35% share of the total wireless consumer communications markets in the U.S., the prepaid wireless market is expected to reach a value of approximately US $ 360 billion by 2029. The large size of the market is one of the reasons telecom is among the top advertising categories. One of the main players, Verizon’s Total by Verizon, just went through a total rebranding by launching the Total Wireless brand. Arturo Picicci, VP of Value Brands at Verizon Valuethe brands’ repositioning, its value proposition, and the communication strategy.
To take on the competition and enhance its brand positioning, Total by Verizon, which is undertaking the largest retail roll-out in the company’s history, unveiled a new look & feel, a new name – Total Wireless – and is providing new offerings that raise the bar in the prepaid wireless industry. As a community-focused brand, Total Wireless thinks it’s finally time to give prepaid customers what they deserve – a brand that will not hike prices on them over time, has reliable high-speed connectivity, flexibility, and top tier devices.
Verizon Wireless Marketing: Value Proposition
Picicci and his team spent a long time understanding the Verizon wireless customer and found out that the “industry is full of pain points on the pre-paid side”. “It was very enriching to meet with prospect customers, sales teams, dealers, visit stores to understand what is happening,” Picicci says. Among the pain points Picicci cites lack of price transparency, hidden fees, and no price guarantee. “Data was the worst pain point we saw, including low capacity. That explains the lack of loyalty. There were too many tricks in the system,” he adds.
“They don’t speak my language, they are exclusive…”
“We don’t want the perception that Verizon is too far away from the customer. Some focus group interviewees responded: ‘They don’t speak my language, they are exclusive etc…”, Picicci asserts. The target consumer seemed to be very confused about Total,” Picicci claims. According to the executive, it was imperative to change the value proposition and the way it was communicated. To face these challenges, Total Wireless introduced the following 5 pillars of its new value proposition.
- The price is the price, guaranteed for five-years
- 10x faster data that never slows you down
- Free 5G phones
- $200 anniversary credit towards any 5G phone
- Fourth line at no additional cost
Verizon’s introduction of Total Wireless is in line with the company’s recent overall brand repositioning and new logo. “It’s about making Verizon more welcoming and less transactional”, says Picicci.
“It’s about making Verizon more welcoming and less transactional.”
Communication Strategy-Media Plan: Largest Media Investment Ever
Picicci explains that Total Wireless is undertaking the largest media investment ever in Verizon wireless marketing history to explain the new value proposition. Helped by media agency Publicis, the media plan includes ATL, TV, digital, social, online video, radio and out of home. “We will be doing a full 360 campaign, prioritizing our online launch and local avenues first, like our stores and local radio, etc., and then rolling out video assets over time.”
“We will be pushing forward a multi-channel strategy that includes a mix of both traditional and digital platforms like Univision, Connected TV on Demand, Instagram, TikTok and even Snap.”
