Above beyond what is needed

Joe Craggs (MW July 10) has a valid point, in that Orange is right to try to gain incremental revenue by encouraging more existing customers to use more of Orange’s services more of the time.

It is Orange’s selection of media that is more deserving of criticism.

Why use expensive above-the-line media when Orange already has existing users’ details?

Direct mail – O magazine or bill inserts – may prove to be more cost-effective and much less irksome.

Could I suggest that the underlying factor limiting the number of customers coming into Orange shops is that the UK high street is over-endowed with mobile phone outlets? Currently the market for mobile phones is near saturation and with slowing phone purchases and high retail rents, something extra is required. Craggs’ point about Orange trainers venturing out to meet the people is a great idea but this addresses the issue from the consumer’s perspective. Perhaps the real issue is an internal one, about persuading the public into Orange stores, keeping staff busy and selling extra services. The figures may well show the campaign working, but at a very high cost per sale.

Marketing is about more than just advertising alone. A 30-second ad has to work very well to convey a complex message. Orange should stick to brand advertising when it ventures above the line, because in 30 seconds it’s easier to annoy than to teach.

Stuart White

Director

Optim Management

St Albans

Hertfordshire

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here