As cellular data speeds have gone from tortoise to hare over the last two decades, so have consumer expectations. Once content with crystal-clear phone calls and reliable coverage was the primary concern, consumers today not only expect all of the above, but they’re also demanding competitive pricing, data privacy, transparency, sustainability, and more from their carrier of choice.
With the race for high-speed data and coverage all but moot, how are telecoms going above and beyond to build emotional connections with their customers that lead to long-term Brand Fandom?
To find out, we dove into our Brand Fandom Model (part of MarketCast’s Brand Tracking+ research solution) to reveal how telecom brands and marketers are turning customers into fans through our Fandom pillars: Presence, Distinction, and Relevance.
Can You Hear Me and See Me?
Carriers are showing up where you’d expect with TV ad spend nearly $10B in 2023 and innumerable sponsorships and partnerships around key cultural events, like the Super Bowl. So, let’s look into how well brands are breaking through to consumers and whether they’re staying top-of-mind.
Verizon’s Brand Fandom is top across the board, according to MarketCast’s research. In its Brand Presence category, which measures how frequently a brand is seen, heard, or read about, Verizon’s mix of TV advertising and sports sponsorships have pushed it into our consumer consciousness.
Similarly, T-Mobile’s generous ad spending and multiple sports sponsorships, including Little League Baseball, puts it just behind Verizon and just ahead of AT&T for brands consumers say they encounter regularly. Its most recent Super Bowl ads, featuring Scrub’s stars, Zach Braff and Donald Faison, along with Jason Momoa, scored well for Ad and Brand Memorability, Brand Linkage, and Likability, according to MarketCast’s ad measurement.
But what about the regional carriers? When asked if they’ve heard of US Cellular, the overwhelming response from consumers is “yes, via TV advertising,” making it, surprisingly, one of the most recognized telecom brands seen on TV.
Stay On Message
Our Brand Distinction category measures how unique, different, and appealing a brand and its products are to consumers. Although many telecom brands are similar in this regard, several still stand out.
The telecom OG, AT&T, scores well for Reliability and Trust among audiences surveyed. With a rich history dating back to the days of Alexander Graham Bell inventing the first telephone to being the carrier that first introduced us to the iPhone, AT&T has cemented itself in the consciousness of American consumers as being an innovator and having a strong mission and brand.
Other breakouts in this category include Xfinity, which also scores above the norm for its brand and mission, and distinguishes itself as being “easy to work with”, which is a big win as consumers strive for simplicity.
For the Win!
Our Fandom model shows that Brand Relevance is key to building and retaining brand fans. Scoring well in this category means consumers feel proud to be associated with the brand and feel valued by it. In other words, are telecom brands making consumers feel that their lives are easier and that their basic needs are being met?
AT&T’s customer service rep character ‘Lily,’ featured in much of their advertising in 2023, helped personify their commitment to having helpful and kind customer care agents.
Verizon may offer perks like free subscriptions to Disney+ and Apple Music, but sometimes people just want stuff they can get their hands on. T-Mobile does just that with its T-Mobile Tuesday program, which offers customers a mix of physical and digital goodies. The swag alone is so desirable that there are over 1,200 items available on eBay and threads dedicated to the subject on Reddit.
Anything is Possible with the Right Ingredients
Despite telecom being a category historically associated with customer apathy, the big three, Verizon, AT&T, and T-Mobile prove telecoms can create brand fans through a combination of advertising and sponsorship activity, providing good loyalty programs backed up by stellar customer service, moving beyond simply being seen as a utility, and forging a genuine connection with consumers.
Want to Know How Your Brand Fandom Stacks Up?
MarketCast uses its Brand Tracking+ solution and its unique Fandom Model to study a wide range of brands across categories, from QSR to Insurance and Banking, Automotive, and Entertainment.