Sprint Nextel is reworking its marketing campaign, Chief Network Officer Kathy Walker said during a Bear Stearns investor Webcast yesterday. Rather than focusing on the speed of the carrier’s network, Sprint’s new campaign will focus on how customers can use the network to access data services and other multimedia features.
Although she didn’t give specifics, Walker did say that the new campaign will “center around big and fast and immediacy and being able to do things now.”
Sprint has been trying to staunch its continued customer losses, and Walker said that Dan Hesse, the company’s CEO hired to bring the carrier back to profitability, has been “very involved” in reworking the marketing message.
During the Webcast, Walker also addressed what the carrier is doing to stop customer losses. She said, “We are well-aware that keeping a customer that we have is the most important mission. There is no confusion inside our organization around churn being the most important thing that we have to work on.”
A Sprint executive also said that the company most likely will have more news about its WiMAX plans during its Q1 results conference call.