MONTREAL – The two months heading into Christmas are the “make or break” days for anyone selling anything to consumers and today Bell Canada marked the start of the telecom industry’s busiest and most competitive period today with the launch of its "Share the Joy" holiday marketing campaign
"The fourth quarter of the year, and particularly the holiday period, is the most competitive time in what is already an intensely competitive telecommunications marketplace. Bell is ready to step to the forefront this season with a Share the Joy campaign highlighting an incredible array of new products and services from across Bell’s business lines," said Rick Seifeddine, Bell’s senior vice president of brand strategy.
Watch for all telecom/video/Internet/wireless players to be spending big bucks on marketing and promotions between now and Santa’s big day.
Traditionally, more new mobile phone users sign up in the fourth quarter, driven largely by holiday buying, than in any other period during the year. Bell also sees significant spikes in demand for ExpressVu digital television and Sympatico Internet services, as well as ramped-up long distance usage as families make plans and touch base with loved ones during the holidays, says the company’s release.
Last year, Canadian communications companies spent at least $100 million in advertising and other marketing communications efforts in the fourth quarter alone.
"(B)eyond the business aspects, this time of year is indeed all about sharing the joy of the season with those closest to us," added Seifeddine. "And that is what Bell and our broader industry are all about – connecting people with their loved ones and with the incredibly rich variety of information and entertainment we make available to them."
Frank and Gordon, Bell’s spokesbeavers, will headline the national Share the Joy campaign, which will feature television, radio, print, outdoor and online advertising. The products on offer will include many devices and services yet to be launched At Bell Mobility, for instance, new mobile data devices will continue to be a focus
The company’s release also added that it is “encouraged that industry analysts predict people will buy well over half a million high definition television sets during the holiday period this year: "We believe that will translate into a significant uptick in demand for ExpressVu digital television," said Seifeddine.
