Since all cellular phone services are fundamentally the same, why would a group of people with similar demographic and psychographic profiles favor one over the others? Here’s another example of brand preference. Cellular companies, are you paying attention?

In a 2008 National Report, The Media Audit published a cellular phone study that reveals the demographic profile and media habits among customers of the major carriers are distinct and may warrant different media tactics to attract new customers (http://www.themediaaudit.com ). The study analyzes four of the major carriers – Verizon Wireless, AT&T, Sprint Nextel, and T-Mobile, as well as 15 additional national and regional cell carriers.

The study found that users of Sprint Nextel wireless are:

• Most likely to be heavy users of radio – 22.7% spend three or more hours listening per day
• More likely to be employed in a blue collar occupation (nearly one in five) or as a business owner/partner or corporate officer – 36% more likely than other cell carrier customers

The same study reveals that users of T-Mobile are:

• Most likely to be heavy Internet users – 43.6% spend three or more hours per day online (22% higher than the national average)
• Younger – 43.7% are between the ages of 18 and 34, and 64.5% are between the ages of 18 and 44.
• More ethnic – 37% more likely to be Hispanic and 35% more likely to be African American compared to the general population.

As for Verizon and AT&T, those users are:

• Among the most affluent – 28.2% of Verizon customers have household incomes over $100,000 while 27.4% of AT&T customers earn the same
• Most likely to be heavy newspaper readers – customers of both carriers are more likely to spend an hour or more per day reading a newspaper

Based on this study, how would you expect each company to shape its messages and what advertising channels do you think they should use? Hmmmm?

Regardless of which side you were voting for, how did Barack get to my father? My father, who lives in rural Pennsylvania, is not an Internet user, so the social networking campaigns that the Obama campaign has become famous for weren’t a factor. My father doesn’t subscribe to any magazines or newspapers, and he rarely puts on the radio. I will admit my father watches TV; usually between the hours of 5am to 9am and 3pm to 6pm – which means he didn’t see any of the debates or SNL skits. My father voted for change because the messages he did receive were consistent and compelling, and he believed them. He believed them because they came from credible sources, as they were discussed on TV programs he watches regularly, and from friends and family who engaged him in conversations. He believed them because they were coming to him from someone other than Barack Obama himself. And he believed them because they spoke directly to him.

So what can we learn from this famous Challenger Brand campaign? First, make sure your message is consistent and true to what you believe. Second, make sure you’re communicating in a language your target understands. And third, follow the KISS principle (keep it simple, stupid).