Thursday, August 18, 2022

Robertson Treatment: Volume 10, Edition 1 – Cricket Wireless is Serious About Doing Business in the Black Community

George Cleveland – Connecting Black Consumers With Cricket Wireless

*With cell phones now a ubiquitous part of our daily lives, the proliferation of prepaid phones has grown into an important segment of the nearly 400-billion-dollar cell phone industry.

With more and more consumers considering pay-as-you-go options, the competition has become fierce for which cell phone provider will become the dominant player.

Since its acquisition by AT&T in 2014, Cricket Wireless has steadily become a key player in the industry by implementing innovative marketing strategies that invest heavily in customer service and community relations. In the African American community especially, the company is gaining awareness for Cricket products and quality service, as well as its efforts to increase the number of Black store owners.

Earlier this year, the company launched the Cricket Cares Capital Grant offering Black entrepreneurs a chance to win cash prizes to invest and grow their business. The company has also partnered with Black Enterprise, the Urban League and other community organizations to spread the word about business opportunities for entrepreneurs to become a part of its Dealer Network. The Robertson Treatment recently spoke with George Alexander, Cricket’s vice president of channel operations to learn more about the company’s goals with the African American community.



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ROBERTSON TREATMENT: Why is the African American community important to Cricket?
GEORGE ALEXANDER: The African American community is a large part of our consumer base and Cricket wants to develop relationships. Cricket is a diverse company and our goal is to provide the community with high quality and affordable service that they can count on.

RT: How is Cricket strengthening its relationships with the Black Community?
GA: Cricket is committed to the Black community and through our partnerships with churches, fraternities and community groups, we look to support programs and initiatives that make a difference. Cricket recently sponsored the 12th Annual Roots Picnic in Philadelphia and we’ve also started a nationwide grant program that supports small black businesses. Cricket is looking to do more to promote engagement between Black community and our products.

RT: Talk about the financial incentives or support being offered to African American entrepreneurs?
GA: Cricket offers a much lower financial barrier of entry for entrepreneurs who are interested in becoming dealers for our products. We work very closely with our network partners offering support in identifying locations, point of sale equipment, startup inventory and other turnkey solutions to help them distribute our products and grow their business.

RT: Why should African Americans buy Cricket versus your competitors?
GA: From a value perspective, Cricket offers its customers exceptional quality with our reliable network and superior quality network. Our equipment also rivals others in the marketplace. Most importantly, it’s the low cost, high level of customer care and our AT&T supported network that makes Cricket a good buy for African American customers.

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