Rogers Wireless was a particularly dynamic company to pick for marketing strategies. Due to the oligopoly nature of the cellular communication industry, the pricing structure was very set in stone. What we were able to work with was what was offered by a subscription-style market. The significant difference in our thinking was then not to think in terms of a consumer who purchase a product several times, but a service that helps dictate lifestyle and finding the best fit for the various types of customers we thought we might have.
The unique part about the cell phone industry is how young it is. The first cell phones came out the same time the members of my group were born, and unlike many of the adults running the wireless companies we have been raised with texting and anywhere-calling as a staple of communication. While smart phones came in a bit later, our generation has been the one to mold the development of the major apps such as Instagram or Snapchat. This gave our group some pretty opinionated, yet informed, views on how the marketing strategies should work.
In my opinion, our strongest suggestions revolved around the diversity of technology. We very quickly came to the agreement that securing new technologies in our marketing mix would be a key play to attract and commit customers to our chosen company. Once we had our market segmented, determining how to leverage those segments was the next step and the PhoneBloks suggestion was perfect way of attracting more customers to the smart phone plans.
Making the video itself was rather straightforward, although I still felt time restricted. I personally pursue cinematography as a hobby, and while most of my work on the subject tends to be more artistic I found it pleasantly challenging to try and make an informative video. I have a new found respect for catchy, easy-to-follow informational videos on products.
Despite the last minute rush, I learned a lot through the collaboration involved with making this video.
https://www.youtube.com/watch?v=VI6nZ7oxdUU