![]() The registration formĬontained all the information that Mosaic needed for its database andĪlso served as the registration for prize drawings, including iPads, gasĬards and cell phones with free service, with the grand prize a 2010įord Focus. Registration form at the event or online. Attendees received free admission by completing a ![]() In October, at locations centrally located in the company's service The events were held over the summer, with a Halloween bash added Social networking was the almost exclusive means of Specifically, the company set goals for at least 300 attendeesĪt a single event and a database of 500 potential customers out of the The company's goals were to increase brand awareness, collectĭata, build a marketing database and sell services, especially wireless ![]() Hot Summer Nights" consisted of seven chemical-free, "underĢ1" dance parties featuring a regional DJ and light show. "night club" events for the targeted age group. Input on services, promotions and strategy to best develop business Services, messages and methods would resonate with their peer group.Īfter conducting the focus groups, Mosaic developed an AdvisoryĬouncil of 16-20-year-olds that meets regularly. The focus groups offered insights on what Traditional marketing and advertising wasn'tĬutting it with this group. Two-thirds of the focus group attendees were unfamiliar with the companyĪnd services it offered, despite having lived in the service territoryĪll their lives. Mosaic had historically been veryĪggressive and successful in its marketing efforts. Groups of 16-20-year-olds were conducted to establish baseline data andĭevelop strategies for an ongoing marketing plan. ![]() Strategies to gather data on the market and develop plans to beginīuilding business relationships with the target market. The company enlisted the aid of Mpower Consulting to create Provider as they established "under 30" households tomorrow, To be the provider of choice for teenagers in households today and their Mosaic's customer data, it didn't appear so. Without it, the company wondered if it was the top-of-the-mind providerįor video, Internet or wireless service with younger people. "hook" of landline service to begin the customer relationship. Wireless phones and all of the lucrative vertical services associatedīut, like other telcos, Mosaic could no longer rely on the Those same young people are heavy users of In the home hold great influence over the choice of providers for video When a household goes wireless, young people And,Īmong those under the age of 30, a full 50% never subscribe to landlineĪdditionally, Mosaic was keenly aware that even before thoseīetween the ages of 12 and 19 leave the nest they hold significant Wireless consumers are increasingly cutting the cord on landlines. The Centers for Disease Control has shown are occurring nationally: The company's own data showed the same trends Mosaic saw bundle customers add the wireless service.īut, Mosaic recognized that while the quad play had an audience, it Internet service, the company's quad play was ready for prime time. Bundling wireless with landline, video and Mosaic Telecom (Cameron, Wis.) launched its wireless service, Mosaic Retrieved from Īfter constructing a wireless network utilizing AWS spectrum,
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