Wireless penetration is at 63% in the U.S. and 75% in the northeast, according to Stacia Goddard, executive vice president/managing director, Hill Holliday/New York.
For her client Verizon Wireless, that means that the “land grab” is over. When a wireless carrier gets a new customer now, they’re likely stealing that person from another provider.
“It’s hard to do,” she said at the New England Direct Marketing Association’s annual conference Thursday in Waltham, MA. “It’s like saying ‘I need to switch you from being a Red Sox fan to a Yankees fan.'”
Making it even harder is the fact that much wireless phone advertising is confusing to the consumer, who often can’t fathom which offer is the best. To illustrate her point, she played a montage of television spots from various carriers. The offers
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