Mohammad had no idea what to expect. When I arrived this morning at his kiosk in the Forest Mall in Fond du Lac, Wisconsin, he had all the literature, new branding and codes for activating AirFire Mobile customers onto the new $35 unlimited talk, text and web coupon phone. What he didn't have was a sense of why this was important. He hadn't seen the phone in action, and that's the point of this story - to appreciate the power of this device you have to see it. Just like the first iPhone couldn't have succeeded if the only advertising were to come through radio, the coupon phone requires a 30 second education to see the coupon button on the phone, press the button, see all the coupons you can call up, choose one and then realize all you have to do to redeem the coupon is show it on the phone when you're ready to buy.
Hopefully, the ad agency understands and embraces this aspect of the coupon phone and can drive it through both the conceptulization and operationalization of the media campaign.
Our customers get it. When I showed the coupon function to them at the kiosk they immediately thought it neat and an added value beyond the $35 price point. About half said they'd buy it just for the coupons. And several upgraded their non-web phones to new web-enabled coupon phones, even though they had been voice-only customers prior.
It was gratifying seeing Verizon and US Cellular stores empty all day while our booth stayed consistently busy. Every person who visited volunteered to tell others. Can't buy that sort of product evangelism. We've tapped the zeitgeist. Cool.
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