maximizing your network’s potential with marketing principles · issues for acquiring esolutions...
TRANSCRIPT
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Maximizing Your Network’s Potential with Marketing Principles
Doug Adams
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Current Business Speeds (Avg./US)
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Broadband and Business Location
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The Relationship Between Utilization and Connection Type
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Why isn’t Use HIGHER with Faster Technologies?
We stink at marketing benefits, we market a feature (speed)
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One Size Fits All Marketing???
Target Market Demand Drivers Feature Benefit Result
Households Netflix, Gaming, Multiple household users, and Devices Speed Enhanced
lifestyle Uptake
Large Businesses
Collaboration, Security and Backups, Cloud Applications Speed Competitiveness
Collaboration Uptake
SMEs Email, websites, basic online tools, all accomplished with “basic” service
Speed How does fast Internet impact my bottom line?
Limited Uptake
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How did YOU Sell Your Broadband? As a Utility or a Beneficial Technology?
Did you talk about benefits of using broadband? Are the benefits of broadband, or faster broadband already a way of life… habit? Is training needed in order to use faster/better broadband? Are there economic advantages and benefits to your community should utilization increase?
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Experience Shows That Broadband is…
Not universally understood
Not universally accepted as a platform for innovation that requires maximum bandwidth
Not a “utility” in a marketer’s world – Benefits need to be understood to
drive adoption and utilization
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The Smaller the Business, The Lower the Internet Utilization
6.31
7.09 7.28
7.67 7.96
5.00
6.00
7.00
8.00
9.00
1 - 4 5 - 9 10 - 19 20 - 49 50 or more
Number of Employees
Average DEi Score
15,151 businesses (2012-15)
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Issues for Acquiring eSolutions Expertise
Critical barrier for progress
Challenging but
manageableTotal
Time and effort required to develop expertise
20.6% 49.1% 69.6%
Too much information - not enough time to research
21.7% 41.0% 62.6%
Higher priorities to focus on 22.7% 39.0% 61.7%
Lack of internal resource with necessary skills
19.1% 40.8% 59.9%
Affordability of local external support resources
22.3% 33.7% 56.1%
Lack of local external support resources
16.6% 33.0% 49.5%
What’s Holding Businesses Back?
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52.3%
45.2%
35.2%
33.2%
31.7%
29.5%
R² = 0.9811
25.0% 30.0% 35.0% 40.0% 45.0% 50.0% 55.0%
9 up to 10
8 up to 9
7 up to 8
6 up to 7
5 up to 6
4 up to 5
DEi R
ange
Average Pct. Revenue from Internet Use
N = 1,426
Incr
easi
ng U
tiliz
atio
n
The Digital Economy index (DEI) measures how comprehensively a business or organization uses Internet applications.
Utilization Increases Revenues There is a Direct Correspondence to Internet Use and Percentage of Revenues Attributed to Utilization
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Why Drive Utilization?
For an individual business or organization, increasing utilization by 10% means:
Increasing revenues by 24%
Decreasing costs by 7%
For a Region, it means:
Allowing businesses to be more competitive
Creating a demand for high-skilled workers
Adding fiscal revenues
Average multipliers identified by SNG from over 12,000 data records collected in 2009-10.
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Lazy or Lousy Marketing? Features Versus Benefits
Features – Factual statements. – Features are a means of providing benefits
to customers; for instance, “I have a Gigabit” or “Speed… Faster is Better.”
Benefits – Value statements with an emphasis on
what the customer gets. – A benefit answers the question, “Why
should I care?”
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Some Examples of Broadband’s “Better” Marketing Efforts
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A DEi Scorecard is delivered to each business and organization
Individualized ‘broadband assessment’ that: ‒ benchmarks competitiveness against
peers (by size and industry sector) ‒ estimates ROI from increased utilization ‒ provides links to local advisors and
support
Data based on the individual’s current broadband utilization against industry average
Shared with local economic development agencies so they can raise awareness, increase adoption, and drive utilization
Personalized Incentives: DEi Scorecard
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Chattanooga
Bad: Your Gig is Here. So what?
Good: Stories that explain the benefits for businesses.
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Use Community Leaders
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Show Real People, Real Benefits
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What SHOULD You Do?
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Provide information and tools to drive use of internet applications
Help businesses understand the benefits of going online
Develop a business case for each business to take action
To drive business growth through broadband:
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Market Benefits
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23 23
Thank you
Let’s connect! Doug Adams CMO & Founding Partner 720.412.7876 [email protected] www.thethinkagency.com