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Training in Telco Marketing
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Telco marketing is one of the most exciting job functions in the
world today, as well as one of the most professionally challenging. With a marketplace
that undergoes a major upheaval every year, and a technology that changes on a monthly
basis, attempting to create and maintain a brand image that is consistent, positive
and profitable is what the job is really all about. At The Telco Training
Academy we have developed a number of different ways of approaching the many
and extremely complex problems that face marketing managers. Our solutions include:
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Strategy and Market Positioning
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The starting point for any marketing activity is the development of a
sound overall strategy. Strategy in telecommunications is much more than the simple
process of figuring who your customers are, and trying to make yourself look attractive
to them. Effective telecommunications strategy requires the mastery of a wide range
of different areas of expertise, and the weaving of the knowledge about those areas
into a cohesive "picture" that makes sense not only to the customer, but
to the managers of all of the different areas within the Telco itself.
At The Telco Training Academy we have helped dozens of marketing
teams to more accurately:
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Assess their current market strengths and weaknesses
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Determine how they can best leverage different pricing structure, bundles,
segments, campaigns and policies to elicit maximum impact in the marketplace
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Build an organization that keeps pace with the many changes to competitors,
customers and products in order to maintain a strong market position
The Telco Training Academy has helped Telco's assess and
revise their strategies using a number of different approaches including:
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Market and Brand Positioning
These assessments provide management with key insights into the relative strengths
and weaknesses they present to the market, as well as providing a good, fact based,
conceptual foundation for the planning of future strategies that make the most sense.
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Investor and Industry Market Positioning
Assessment Reports (Brand Equity Report)
Marketing in the world of telecommunications today is concerned with much more than
image that the presents to consumers. Included in your brand image and brand equity
is an clear linkage to the way your firm is perceived by the industry in general,
and by the investment community. While your EBITDA and other "hard numbers"
will provide investors with one perspective on your value, the bigger component
of their decisions will be based upon how strongly or weakly they perceive your
overall value in the market itself. Our investor and industry positioning
assessment reports provide you will a clear understanding of how your firm is likely
to be perceived by the marketplace, and provides you with recommendations for what
you can do about it.
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Marketing Strategy Alignment
Some of the best telco marketing strategies in the world have failed, not because
they weren't valid, but only because the people promoting them failed to consider
the impacts and consequences their strategy would have on ALL of the other areas
within the telco. Marketing strategy alignment is the process of making sure that
your marketing strategy fits and is consistent with all of the other factors that
you are aware of.
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Major Market Realignment
Rapid and uncontrolled growth has burdened many telcos with a large number of conflicting,
confusing, and unmanageable market positioning. Many times, the only way to wade
through all of this confusing market presence is through a Major Market Repositioning.
Through major market repositioning you thoroughly and understand where you are at
today, and based upon that information, figure out how to move forward most effectively.
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The Telco Training Academy Campaign Development
and Management
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The heart and soul of any marketing organization are the campaigns, promotions
and policies that are developed, and The Telco Training Academy has
developed a great deal of expertise in helping you deliver in these areas. The biggest
challenge that most marketing managers face is a lack of good, solid TELCO MARKETING
EXPERTISE in their own organizations, and this lack can often lead to campaigns
that fail to deliver as expected.
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The Telco Training Academy Customer Management
and Customer Intelligence
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Ultimately, we believe that the key to any marketing activity is the
application of hard facts to whatever problem you are facing. Of course, getting
these facts out of your existing systems and databases is a challenge in and of
itself. The Telco Training Academy has spent a lot of time developing
a large number of different customer management and analytics solutions to support
all of your different marketing activities. From segmentation, to campaign targeting,
to the development of pricing models, our analytics can be utilized to drive your
marketing efforts to far better than average results.
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