When times get tough, people re examine old habits and brand loyalties. Consumers are more conscious about spending their hard earned money and their tastes shift dramatically as they cut back. Virgin Mobile USA was able to see exactly how their consumers were changing during the economic downturn by surveying their online community of customers. The panel brings together hundreds of customers to interact with the organization on a variety of issues. The results were so interesting that both Forbes Magazine and the Chicago Tribune wrote an article about the findings.
VIRGIN MOBILE USA CASE STUDY
IS VIRGIN MOBILE USA RECESSION-PROOF? Virgin Mobile USA has reason to believe some people will cut back on food before they give up their cell phones. In talking with thousands of their customers who are part of a special online panel, Virgin Mobile found that 68% of their customers say they are keeping their cell phones, but are cutting back in other ways, for example 88% are dining out less frequently and 79% are deferring big-ticket purchases. The information from the panel warranted a press release. Press is a high priority for building awareness about the company and its prepaid value; customers who join the panel are asked if they are willing to talk to the media. When The Chicago Tribune expressed interest in the story, Virgin Mobile directed the newspaper to Suzanne Peace from Lombard, IL to talk about her experience as a customer. Suzanne Peace used to spend $109 per month on her cell phone with Sprint. She switched to no-contract with Virgin Mobile USA to pay by the minute and has never looked back. Several media outlets covered the story, including the Chicago Tribune and Forbes, and that resulted in thousands of potential customers learning how Virgin Mobile USA can save them money. Such articles are valuable in educating consumers about the benefits of wireless service without contracts, especially in a time when advertising budgets are tight. Virgin Mobile gets additional value from the panel including access to customers to test products, core offers, and reactions to ads. They feel they are just scratching the surface of what the panel can do for them.
Benefits of an Online Advisory Panel to Virgin Mobile USA:
o Quick hit research o Trend spotting with target audience o Results visible in real-time o Target audience available to all departments within the company o Active brand ambassadors o True testimonials as resource for reporters
Virgin Mobile USA Uses Their Online Advisory Panel for:
o Advertising testing o Marketing o Product testing o Customer communication
What Virgin Mobile USA Says About Vision Critical "The Vision Critical model empowers us to use the panel the way we want to - as more of a partnership approach rather than outsourcing our research. We love the team we're working with." The Virgin Mobile USA Customer Pulse Team ... [download for more]
