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Technology Stocks : CDMA, Qualcomm, [Hong Kong, Korea, LA] THE MARKET TEST!
QCOM 174.770.0%9:30 AM EST
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To: Jean Muehlfelt who wrote (1312)12/18/1996 12:40:00 AM
From: JGoren   of 1819
 
I don't subscribe to newspaper either. Read today's at the doctor's office. I seriously doubt that a direct mail campaign is likely.

To the best of my recollection, I have never received direct mail soliciting cellular phone service. By contrast, I cannot go a week without getting either direct mail or a phone call to change long-distance carriers. Direct mail is expensive and the response rate is extremely low. Email might be a very interesting approach, since those of us online are already technologically inclined. If I were constructing a direct mail marketing plan, I would get a list of those who have already had cellular phone accounts and do a targeted direct marketing campaign aimed at their dissatisfactions. Since there is a credit check usually done for analog cell phone time contracts, the major credit bureaus should be able to generate that information. IF one believes that current users are the most likely to change to digital service, direct mail might be the way to get them. Newspaper gets to those who read (esp. ads which are all text as the present Prime Co. ones are). They tend to be older, more educated and higher income--business crowd, who you want to take cellular service initially. Money will be spent on newspaper ads to get the initial word out. Then radio, I suspect.
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