What is Sales and Marketing Strategy of TELUS Company?

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What is the Sales and Marketing Strategy of TELUS?

TELUS Corporation's sales and marketing strategy is a cornerstone of its industry leadership. A key branding evolution was adopting 'Let's make the future friendly' as its tagline in 2023, aligning marketing with social and environmental commitments.

From its origins as Alberta Government Telephones in 1906, TELUS has transformed into a national telecommunications giant. Its current strategy reflects this evolution, focusing on customer-centricity across all touchpoints.

How does TELUS drive its market presence through sales and marketing?

In 2024, TELUS served over 20 million customer connections, generating more than $20 billion in revenue. This success is fueled by a strategy that emphasizes customer needs in product delivery, marketing tactics, and brand positioning, as seen in its recent campaigns and its TELUS BCG Matrix analysis.

The TELUS sales strategy is built on a robust multi-channel approach, ensuring broad customer reach and catering to diverse preferences. This strategy effectively combines digital platforms with a significant physical presence to drive customer acquisition and sales performance.

Digital Sales Hubs

The company's official website serves as a primary e-commerce platform for a wide array of products and services. This digital hub is crucial for selling electronic devices, mobile phones, and various service packages, reflecting a strong emphasis on online customer engagement.

Extensive Retail Network

A vast network of TELUS-owned stores, exclusive dealers, and national retail partners like Best Buy, Walmart, and London Drugs forms a critical part of the sales strategy. This physical presence ensures accessibility for customers who prefer in-person interactions.

Business-to-Business Focus

Dedicated direct sales teams are instrumental in serving the business sector, providing tailored solutions for enterprises and small to medium-sized businesses. This B2B focus is a key component of the overall TELUS business strategy.

Strategic Partnerships

The company's 50% ownership in the WOW! Mobile kiosk channel further diversifies its retail footprint. These strategic partnerships are vital for expanding market reach and enhancing TELUS customer acquisition efforts.

The evolution of TELUS's sales channels is deeply intertwined with its digital transformation and a commitment to omnichannel integration. TELUS Digital spearheads efforts to align the sales organization with cutting-edge practices, aiming to diversify its client base and refine the sales process through technological advancements. This integrated approach is designed to optimize customer acquisition and bolster sales performance, contributing to significant growth. For instance, in the second quarter of 2025, TELUS reported a total mobile and fixed customer growth of 198,000, which included 167,000 mobile phone and connected device additions, alongside 31,000 fixed customer additions. This demonstrates the effectiveness of their sales and marketing approach for telecommunications.

Driving Sales Through Digital Innovation

TELUS Digital plays a pivotal role in enhancing the customer experience across all sales channels. By leveraging technology, the company aims to streamline the sales funnel and improve overall sales force effectiveness.

• Focus on digital customer experience
• Alignment of sales strategy with best practices
• Enhancement of sales processes through technology
• Maximizing customer acquisition and sales performance

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TELUS employs a robust marketing strategy that blends digital and traditional methods to enhance brand visibility, generate leads, and boost sales. A key focus is on data-driven personalization, ensuring messages resonate with specific customer segments. This approach has been instrumental in their TELUS sales strategy and overall TELUS business strategy.

Digital-First Advertising

TELUS prioritizes digital channels for advertising, with a significant portion of its budget allocated to programmatic video. This allows for precise targeting and efficient reach across various online platforms.

Content Marketing and Social Media

The company actively engages audiences through content marketing and maintains a strong presence on social media platforms like LinkedIn, Instagram, Twitter, and YouTube. This fosters community and drives engagement.

Influencer Partnerships

Recent campaigns, such as 'Better Than Imagined' in late 2024, have strategically incorporated influencer collaborations to amplify reach and enhance brand perception, marking an evolution in their approach.

Data-Driven Personalization

TELUS leverages sophisticated customer segmentation, analyzing usage patterns and demographics to tailor marketing messages. This data-centric approach optimizes campaign effectiveness and customer experience.

AI for Enhanced Customer Journey

The company utilizes AI-powered chatbots for customer service and personalized recommendations. This enhances customer interactions and supports their TELUS customer acquisition efforts.

Unified Brand Messaging

TELUS has refined its marketing mix for greater cohesion across its business units, including Mobility, Home Solutions, and TELUS Health. This ensures a unified message promoting their leadership in social capitalism.

Strategic Marketing Evolution

TELUS's marketing tactics have evolved significantly, with a strong emphasis on data analytics and AI to refine targeting and optimize spending. This has led to tangible improvements, such as a 15% increase in customer satisfaction scores in 2024, directly attributable to AI-driven enhancements.

• Advanced analytics tools are employed to meticulously track campaign performance.
• Customer segmentation based on usage patterns and demographics drives personalized offers.
• AI-powered chatbots enhance customer service and provide tailored recommendations.
• The company's marketing strategy is increasingly integrated across its diverse business units.
• This cohesive approach supports their broader TELUS brand positioning and market share growth strategies.

The company's commitment to a data-driven TELUS sales and marketing approach for telecommunications is evident in its continuous optimization of campaigns. Understanding how TELUS develops its marketing campaigns involves a deep dive into customer behavior and market trends, which informs their TELUS product launch marketing plan and TELUS sales funnel optimization. This strategic focus also underpins their TELUS customer retention strategies and TELUS competitive advantage in the telecom industry. For a deeper understanding of the company's journey, explore the Brief History of TELUS.

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TELUS has established a distinct brand positioning centered on its 'Customers First' philosophy and a profound commitment to social purpose. This approach, reinforced by the 2023 tagline 'Let's make the future friendly,' actively encourages the use of technology for societal and environmental benefit, building upon its long-standing 'The future is friendly' message.

Customer-Centricity and Social Purpose

TELUS's brand identity is deeply rooted in its 'Customers First' philosophy and a strong commitment to social purpose, which differentiates it significantly from competitors. The company's core message, 'Let's make the future friendly,' launched in 2023, serves as a call to action to use technology for social and environmental good.

Tangible Social Impact

This message is consistently reinforced by its enduring 'give where we live' philosophy. Since 2000, TELUS, its team members, and retirees have contributed $1.8 billion in cash, in-kind contributions, time, and programs, including 2.4 million days of service.

Distinctive Visual Identity

Visually, TELUS is uniquely recognized by its use of flora and fauna (critters) in its messaging, a bold and memorable departure from typical telecom branding. This distinctive visual language appeals to its target audience through values of community engagement, innovation, and sustainability.

Market Recognition and Value

As of March 2025, TELUS is ranked among the top 15 most valuable telecoms brands worldwide and maintains its position as Canada's strongest and most valuable telecoms brand. This reflects its successful brand consistency across channels and touchpoints, a key element of its TELUS business strategy.

The company's tone of voice emphasizes human connection, further enhancing its appeal to consumers who value community engagement, innovation, and sustainability. This consistent approach to branding, combined with unwavering investment in world-leading networks and exceptional customer service, underpins TELUS's competitive advantage in the telecom industry and supports its TELUS market share growth strategies.

Brand Message Evolution

The evolution from 'The future is friendly' to 'Let's make the future friendly' signifies a proactive stance on leveraging technology for positive societal impact, a core tenet of the TELUS marketing strategy.

Visual Differentiation

The use of nature-inspired imagery, or 'critters,' in its advertising is a deliberate choice to stand out in a crowded market and communicate a more approachable, human-centric brand image.

Commitment to Giving

The 'give where we live' philosophy is not just a slogan but a deeply integrated part of the company's operations, demonstrating a commitment to community well-being that resonates with customers.

Network and Service Excellence

TELUS's investment in leading networks and customer service excellence reinforces its brand promise and is crucial for TELUS customer retention strategies.

Brand Value and Strength

Its consistent ranking among the top global telecoms brands highlights the effectiveness of its brand positioning and its strong market presence, a testament to its overall Growth Strategy of TELUS.

Target Audience Appeal

The brand's emphasis on human connection, community, innovation, and sustainability effectively appeals to a broad audience seeking more than just telecommunications services.

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Key campaigns for TELUS in 2024 and 2025 reflect a commitment to social good and customer connection, building on their 'Let's make the future friendly' platform. These initiatives aim to integrate technology with positive social and environmental impact across all business units.

'Connecting for Good' Campaign

Launched in early 2024, this campaign showcases how TELUS technology contributes to positive social and environmental outcomes. It highlights the company's role in facilitating beneficial societal changes.

'Better Than Imagined' Campaign

This November 2024 campaign focused on building brand affinity and encouraging participation in the TELUS scholarship program. It featured inspiring stories of scholarship recipients to connect with Canadians.

Digital-Centric Media Plan

The 'Better Than Imagined' campaign utilized a digital-first approach, including programmatic video, social media, and influencer collaborations. This strategy aimed for broad reach and engagement with target audiences.

Customer First Initiative

A foundational element since 2010, this initiative prioritizes exceptional customer experiences to foster loyalty and advocacy. It has led to significant achievements, such as a 90% customer recommendation rate.

Innovative Campaign Integrations

The 'Better Than Imagined' campaign incorporated unique partnerships, such as with GoodLoop, where ad views contributed to the TELUS Friendly Future Foundation. Amazon ads on Fire TV were also utilized.

Brand Platform Evolution

The 'Let's make the future friendly' platform, introduced in 2023, acts as a unifying theme for all marketing communications. It evolved from a tagline to a call to action for social and environmental responsibility.

Social Capitalism Messaging

TELUS's marketing efforts promote a message of social capitalism, aligning technological leadership with a commitment to societal well-being. This approach aims to resonate with a socially conscious consumer base.

Customer Experience Focus

The enduring 'Customer First Initiative' drives sales and marketing by focusing on customer satisfaction. This has resulted in substantial operational efficiencies, like offsetting over 66,000 live contacts.

Holistic Brand Approach

By unifying messaging across Mobility, Home Solutions, and TELUS Health, the company ensures a consistent brand experience. This integrated approach reinforces its position as a technology leader with a social conscience.

Driving Brand Affinity

Campaigns like 'Better Than Imagined' are designed to foster deeper connections with Canadians, moving beyond transactional relationships to build lasting brand loyalty and positive perception.

The TELUS sales strategy and TELUS marketing strategy are deeply intertwined, with campaigns designed to not only drive sales but also to enhance brand positioning and customer acquisition. Understanding Marketing Strategy of TELUS provides insight into how these campaigns contribute to the company's overall business strategy and market share growth strategies.

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