Presentation from FISPA Live Nashville 2017 on how to market your gigabit fiber (broadband). More on that here: http://www.onradsradar.com/2017/05/webinar-on-marketing-tactics-for-fiber.html

1. #FISPA2016
Marketing
Fiber
Peter Radizeski

2. This prezo is mainly
for Resi (B2C)
2/16/2017 2 www.fispalive.com Nashville 2017

7. BE VISUAL
Images & video, esp. on social media = Tells a story.
Picture Worth 1000 Words

9. Visual
comparison

10. 10

11. PRE-SALE AWARENESS
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12. Lots of pre-sale
Lots of Noise ahead of

15. Everything is Marketing = WOM ** UX is in the details
People took pictures of the boxes!!

17. WRAP BUSES; Banner up taxi cabs.

18. Well placed ads, make shift billboards.
WRAP BUSES; Banner up Train Stations, taxi cabs.

19. MARKETING REMINDERS
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20. FiOS Target (only 42M)

22. Integrated
TV
Radio
Newspaper
Direct mail
Billboards
Online
Website
Email
Social
One Message

23. Think Useful
Coupon for Udemy courses
Home Tutor
Resume Builder or LinkedIn expert
Pinterest / eBay / etsy classes
Personal Librarian-Internet tutor (1 hr/mo free)
Bundle in Roku or Netflix or Hulu or Xbox or
Chromebook or iPad or Android tablets
Privacy Package …… No Cap!!
Photo storage

24. Typical

25. ILECs uses a lot
of sales letters!
Direct Mail still
works.
Put the USPS to
work for you.

26. TOOLS
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27. Use more Double Play ads (no quad)
no contract, coupon,
‘as low as’, A/B test prices?

28. Target different Buyers –
like Gamers, Boomers, Hispanic and
Women (and LUXE/Premium)
<message and bundle specific>

29. The Mission of the Postcard
3 seconds as it heads to the trash can!
4 Items: Headline, offer, logo, call to action
What is the mission?
To peak interest?
Awareness?
Takes repetition.

30. REPETITION
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31. Street Marketing
• In July 2012, a team of 60 Google employees with clipboards
worked 80-hour weeks in a 6-week blitz, chatting with
neighborhood associations, going to town hall meetings and
church meet-ups to spread the promise of Internet speeds of up
to 1 gigabit per second.
In order for a
neighborhood to
have access to the
service, 5% to 25% of
its residents had to
sign up in advance to
qualify as a
fiberhood.

32. Influencers
Here’s a fact: people trust
recommendations from people
they know.
There’s a study putting the
actual numbers at 92%. An
additional 70% say they trust
consumer opinions that have
been posted online.
Brands need influencers –
3rd parties that give the brand
credibility and validation.

33. Make it share-able

34. Branding: GigaPower vs FiOS
The power of a Brand

35. WHY?
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36. What does fiber mean to the Enterprise?

37. Why do they need Gigabit?
Why should they pay for fiber?
WHY
YOU?

38. Why Do I Need Broadband?
 The majority of Americans said that not being online
was an impediment to finding jobs, using
government services, and learning new things.
 Homework
 LinkedIn
 Tele-Work / Freelancing
 Tele-Health / Tele-Medicine
 eLearning, Distance Learning, Online Courses
 Cell phone offload
 >>> More than just Netflix or Sling TV or FB

39. Why Do They Need Broadband
“34 percent of the work force in the United
States, 53 million people, now consider
themselves independent contractors, short-
term hires or other kinds of freelancers”
(Mary Meeker)
– the “on demand” economy
– The connection economy
Etsy, eBay, Pinterest = jobs for artists

41. BUNDLES
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42. Why Bundles are Strategic
DIFFERENTIATE PRODUCT FIT
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43. Simple: just 3 Bundles

46. Lot of fine print – NOTE: no fine print in ours!

47. Comparison Ads
(Burger King, Avis, TWC, T-Mo)

49. Bundle Better
Bundle in Roku or Netflix or Hulu or Xbox
Chromebook or iPad or Android tablets*
Office 365
Backup, Photo storage
Tech Support

50. Need help with this?
Hire me.
813.963.5884

52. VZ uses a
lot of sales
letters!

53. Branded premium service offering
(and launched mobile apps)