MEDIA MANAGEMENT: TRADITIONAL MEDIA

TELUS: OOH Marketing Strategy

AMM 5003 Assignment #2

Eric Obrien
N00788310

pg. 0
 Telus is a Canadian telecommunication company that sells an array of communication services
like phone data and internet among many other wireless services. Telus would run this advertisement to
maintain brand awareness, differentiate themselves from their competitors, and to reinforce a purchase
decision. The advertisement is successful in making a daunting and complicated tech service appeal to
someone who does not engage in the tech market, who would feel intimidated by the complexity of the
service and won’t focus on details of a specific phone or plan. The ad conveys a simple solution to a
daunting tech industry while maintaining a natural and organic feel.

In Toronto, Telus’ customers comprise mostly of millennials but outside of Toronto, GenX (1965-
1981) and Baby Boomers (1945-1965) have a majority. This ad targets both male and female and it
appeals to generations with a lower technological understanding. The animal imagery presents
friendliness and simplicity. People from these generations are more likely to trust an advertisement that
removes the focus away from the technology and replaces it with an organic theme. Boomer
generations are brand loyal, so this ad goes beyond recognition providing post purchase reinforcement
crucial for retaining Telus’ customers. The target audience will have a stable income. In this ad the price
is not a determining factor for Telus’s prospected clients, but the simplicity is.

Consumers recognize the decision to switch providers when they encounter poor service quality,
dissatisfaction with the phone, or poor network connection. The target market is often on the move
when they encounter these issues. OOH marketing provides opportunities to position Telus as a solution
to their issues. OOH will put the brand on the perspective buyer’s mental map so they can evaluate a
purchase. Once a customer, new or old, makes a purchase the OOH marketing becomes key to
reinforcing the brand and the buyer. An advertisement like this could be released on an outdoor digital
display or billboard, large format street posters. This ad will be successful as an outdoor board due to
the volume of viewers. It could also be successful as a street poster due to its versatility and ability to
draw focus if situated in the right location at the right time. The billboard should be placed in a crowded
area of downtown Toronto for optimal viewership. Street posters would be situated near high density
areas with Telus stores nearby. The posters could also work near popular event venues such as sports
arenas, public concert areas, and inside of malls.

These areas are vital to reach the target market. A typical Telus customer spends between
$31-$51 dollars per month and lives in Toronto. They purchase mainly from brand telecommunication
brick and mortar stores, specialized tech stores, and supermarkets outfitted with a provider. They have
a stable income with the ability to make impulse buys. The prospective purchaser will be encouraged to
buy from Telus when they are around a Telus store and the presence of the Telus brand is strong. The
customer has a view of telecom as a service without added value, so it is crucial to persuade the
customer to enter the store and engage with the staff to establish a good relationship. The larger
billboard and smaller poster ads will provide a sense of purchase reinforcement to Telus customers near
by while becoming the focus of people who experience phone problems. The smaller ads stationed near
popular sites for activities have a higher chance of being exposed to a viewer who is having turmoil with
their phone while using it during these events. Telus’ market makes 30% of their calls for work purposes
and most of their time moving around the city making them especially susceptible to Out of home
advertising. In the dense city of Toronto where Telus is the third top provider, OOH will be a powerful
media.

TELUS: OOH Marketing Strategy pg. 1

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TELUS: OOH Marketing Strategy pg. 2