SBC Communications 1997-1998
Southwestern Bell
Pacific Bell
Tactical Examples
- Selectively promote individual Southwestern Bell products and services with
broad-based media and up-sell to packages through direct response marketing.
- Reposition caller ID in Southwestern Bell territory as busy household
management tool.
- Launch caller ID with name and number in Pacific Bell territory in 1998
featuring "Sir Answerlot" TV campaign.
Key Learning
Competitive landscape for telecommunications is still evolving and marketing
communications will continue to play an important cumulative role in consumer
brand preferences.