Dialog TV Launch. Another Succesful Marketing Campaign by Dialog

Dialog TV Launch. Another Succesful Marketing Campaign by Dialog

Few weeks ago I wrote this article comparing the marketing skills/sense of Dialog and Celltel. Today, I want to add further credits to Dialog's latest marketing effort.

So it's official now, and Dialog is into showbiz! Dialog launched their satellite television channel as "Dialog TV" recently. I'm not going to cover about the technical stuff about Dialog TV, since I believe Lanka Media Outlook and TV & Radio Sri Lanka blogs would be more than happy to give you loads of information very soon.

I'll stick to what I know the best. Dialog TV's launch campaign.

Satellite TV is not a new thing for Sri Lankans. But with Dialog TV it's different. Because, for the first time Dialog is taking the Satellite TV to the mass market of Sri Lanka. Until now, only the Rich up class market was the target segment for satellite TV.

For me, it's a well executed marketing plan by Dialog TV. Satellite Television, is a product which is more attractive to young children and the teenagers obviously, given the fact that more elderly people lacks the time to be spent in front of a TV set, and switch across 40 or 50 channels. In fact, I lack my time to watch the exisisting free to air channels in Sri Lanka.

I'm sure this is the case with most of the working class in this country, no matter how much they earn.

So, the barrier before Dialog was not affordability. They have enough customers with the potential income levels to afford a satellite TV connection, but they are not in the "right" mood to purchase due to time constraint.

On the other hand, the most lucrative set of "users" of satellite TV, doesn't have the spending power to make their own purchase decision, because either they are still at school, not earning enough to afford a satellite dish.

The marketing problem to be solved is; your best lucrative market, who are dieing to buy a Dialog TV connections don't have the purchasing power. On the other hand, the people who got the purchasing power, are not "willing" to buy a connection, because they don't have time to watch TV.

So, as a marketer how do you tackle this?

Simple. Just merge the two segments. Create a marketing message addressed at the one's who have the purchasing power, and focus on the "emotional bond" they have with the other segment; teenagers.

If I quote a Dialog TV advert, "Your Parent's didn't know 1000 things, but you know 10,000 things. Let your children know 100,000 things. Open the eye for Satellite TV era" (Some thing similar to this.)

Now, the message passed is "You should buy a Dialog TV connection, to support your young ones".

I think, this worked perfectly to the Sri Lankan market, because it created a sudden awareness among 40 Plus adults (Who, earlier were not enthusiastic about satellite TV much), and pushed them to consider buying a Dialog TV connection to the household.


Whether things worked really well for Dialog would be known only to them. If the campaign is a success, by now they should be getting a lot sales leads for new connections by mid/high income earning, middle class adults around all the cities.