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Marketing Your Bundle

Marketing Your Bundle. ITA Marketing & Front Office Conference May 8, 2013 Rod Cotton-GVNW Consulting. Trends In Bundling. Building a bundle w/local service to meet the rate floor benchmark Ideas for effective bundle packages Branding and marketing strategies to win & retain customers.

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Marketing Your Bundle

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  1. Marketing Your Bundle ITA Marketing & Front Office Conference May 8, 2013 Rod Cotton-GVNW Consulting

  2. Trends In Bundling • Building a bundle w/local service to meet the rate floor benchmark • Ideas for effective bundle packages • Branding and marketing strategies to win & retain customers

  3. Your Voice Revenues

  4. “The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” -Rupert Murdoch

  5. Building a (rate floor benchmark) Bundle

  6. Local Rate Issues • HCL “Low-rate” limit • $10 by June 1, 2012 • $14 by June 1, 2013 • $18 (approx.) by June 1, 2014 (and annually thereafter) as determined by the WCB annual survey of voice rates.

  7. HCL Low Rate - Components • Basic local rate • Mandatory EAS rate • State SLC or equivalent • State USF surcharge

  8. HCL “Low Rate” Limit-Timing Strategies-Easy • If easy • Phase in – multiple steps • Change mix of bundle with non-regulated services

  9. HCL “Low Rate” Limit-Rate Strategies • Simply increase the local rate • Combine tariff elements • Separate touch calling element • Custom calling feature or features into local • Optional EAS to Mandatory • Increase local calling area

  10. Ideas for Effective Bundle Packages

  11. It’s About the Broadband • Bundles today make us look like the old telephone company • Broadband is our most valuable offering • Everything in the future will be delivered by broadband • New Bundles-Wi-Fi, maintenance, quality TV plan, higher bandwidth for Netflix and gaming

  12. The Grand Slam Bundle includes: GRM Broadband up to 6 Mbps download/ 1 Mbps upload, Voice Mail to E-Mail, SecureIT Plus, Local Line, Caller ID, Call Waiting, Voice Mail, & 120 Nationwide Long Distance Minutes All for just $73.95 per month. Need more Internet speed? Fiber-to-the-Home residential customers can take advantage of the SuperNet 15 Bundle for only $87.95 per month. You will receive all the features included in the Grand Slam bundle plus your Internet speed will be increased to 15Mbps download/ 3Mbps upload. The price excludes required taxes, fees, and surcharges. Certain restrictions may apply. Internet speeds are up to the advertised speeds and may vary depending on customer owned equipment. Need More Long Distance Minutes?Grand Slam Bundle Price:240 total long distance minutes - $82.95360 total long distance minutes - $91.95600 total long distance minutes - $108.951020 total long distance minutes – $138.95

  13. Computer Bundle Offer Do you not have a computer but you are thinking about a new one? Do you need to replace an old one? Well Good News‼ March Madness is affecting us for sure! For a very limited time, ABC is launching a new computer bundle. You will have your choice of a laptop* or tower* computer, along with blazing fast 16mb upload/1mb download Internet, AND Local Phone Service with UNLIMITED long distance - all for only $113.15/month, plus tax. Better yet, we will deliver and set up your computer, and you get unlimited computer clean-ups at half price for 2 years. A two-year contract is required, and if your credit is good, there is no deposit required. At the end of the 2 years, the computer is yours to keep! If you are a current bundle customer, you can take advantage of this one now. If you want to add other features and services, such as cable TV or movie packages, you can do so. This awesome deal won’t last long. If you need a new computer, take advantage of this unbelievable deal! Call us to get all the details and get signed up. This bundle is for residences only, and is not available in all areas. *Exact make and model of Laptop or Desktop PC will be determined at the time of purchase, but they will all have similar features and monetary value.

  14. Digital Voice Home Phone Service including a 4G Hot Spot • Unlimited local calls Unlimited long distance calling Directory listing 20 GB of Internet usage per month Speeds up to 4 MB More than 10 calling features including Voice Mail, Caller ID with name, Call Waiting, and Call Forwarding • $49.95 per month 2 year contract - no equipment fee 1 year contract - equipment fee $99.95 Month to Month service – equipment fee $199.95 Easy do it yourself installation or have a professional technician install for a fee. • *Some restrictions or limitations may apply. Service commitment may be required and/or installation charge may apply. ****Service availability determined by location

  15. Google Fiber 1-Gig FTTH Internet in KC • $70 for 1-Gig symmetrical Internet service • 5 Mbps/1Mbps service at no monthly charge with $300 “construction fee” (Free Internet at today’s average speeds) • “I don’t know about you, but I’ve never heard someone say they think their Internet connection is too fast”---Milo Medin, Google VP • $120/mo. Gigabit + TV • Free Nexus 7 tablet with Google HDTV service https://www.youtube.com/watch?v=ffHLIZh0PHg&feature=player_embedded

  16. Google Fiber 1-Gig FTTH Internet in KC - Continued • Google’s FTTH “experiment” is designed to push policy makers to put policies in place to encourage faster broadband speeds. • Average Internet speeds in the US = 5.8 Mbps down and 1.2 Mbps up. • Every day there is more to experience on the web, but to access it, your Internet connection needs to keep up. • Download time for 100 photos---3 Mbps service = 9 minutes. Google fiber = 3 seconds.

  17. Gotta Have the Broadband Customer How To Market Fiber

  18. What’s in a name?

  19. Everything sells with a name and a logo. You don’t buy shoes. You buy . . .

  20. You no longer believe in drinking water, you prefer drinking . . .

  21. And you don’t research it online, you . . .

  22. And sometimes, the origin or brands is not what you may think . . . All Day I Dream About Sports? Originally named ‘Backrub’, changed to ‘Googol’. Hint: see the bridge?

  23. What springs to mind when customers hear your company name or name of your bundle services? • If you’re uncertain or stuck with a less-than-stellar image – it’s time for an overhaul.

  24. 4 Guidelines to Create a Winning Brand Image • Differentiate your brand. You can’t attract a loyal following if nobody notices you. Perform a competitive analysis. Send a strong and consistent message.

  25. 4 Guidelines to Create a Winning Brand Image 2. Promise Value. Research & create an accurate portrait of targeted prospects –to know what separates your bundle from its competitors. Redefine your brand message so it resonates with your best prospects. Differentiate based on what your unique customers want, need and value most.

  26. 4 Guidelines to Create a Winning Brand Image 3. Be a market leader. Customers want to feel confident that their purchase and post-purchase experience will live up to the expectations Deliver on value proposition over the long term will make your bundle brand a marketplace leader.

  27. 4 Guidelines to Create a Winning Brand Image • Integrate your messages. Every interaction a customer has with your bundle brand must be uniform and consistent. Realign all communications (marketing, sales, customer service) to create a strong brand image.

  28. Positioning Your Brand If you aren’t relevant, you aren’t in business. The brand can be highly differentiated, but if nobody is interested, you wont make money.

  29. Positioning Your Brand • The top brands in most categories are known for simple ideas – summed up in a word or short phrase: FedEx: Overnight Volvo: Safety Apple: Innovation

  30. Positioning Your Brand • Creating a lasting emotional connection fuels reputation and growth. • And brand positioning is where it all starts. • The underlying bedrock idea or principle behind your brand. • Elevating your brand above the rest so customers can’t help but take notice.

  31. Positioning Your Brand • To be noticed and interesting – a brand’s positioning must accomplish 3 things: • Be different • Be focused • Be relevant

  32. Positioning Your Brand Four Keys to a Powerful Position: • Find your niche. • Survey customers & prospects to find out if your brand (focus) position is finable

  33. Positioning Your Brand Four Keys to a Powerful Position: • Develop a 1-2 sentence positioning statement that defines what you stand for (then ask yourself why a customer would care). • Create contrast (differentiate) in the marketplace.

  34. Telling the (brand) Story Why is (brand) storytelling so important? • It makes your brand memorable. • Differentiates it as desirable. • Brings your brand to life. • Gives you a distinct competitive advantage. • Your target market becomes responsive. • It positions you as a visionary in your field.

  35. Telling the (brand) Story • Best brand stories are irresistible, compelling and provocative. • The most memorable tell the unexpected and speak to the heart.

  36. Telling the (brand) Story Where do you start? • Caring: start by caring about your customers. • Significance: ask yourself the most important question in the (branding/marketing) world.

  37. Telling the (brand) Story 3. Story • Once you know your audience, understand the significance of your bundle service . . . . . . Tell the story about how, what or why your bundle fits into the life of your customers.

  38. Telling the (brand) Story Tell the story about how, what or why your bundle service fits into the life of your customers.

  39. Telling the (brand) Story "In today's business world, relationships drive successful sales, and your network is your net worth. You must tell your story." Rouda goes on to say, "For your business brand to resonate with customers, it must be based on something truly genuine: your reality, your passions.” - Kaira Rouda, Founder & President of Real Living

  40. Telling the (brand) Story As Brand (Guardian) Manager: • Pay attention to every signal your brand is conveying to your target audience. • Monitor your brand’s behavior, intention, tone and attitude. • Raise your brand energy levels. • Make sure all aspects of your brand are in alignment.

  41. Telling the (brand) Story Be clear and define your character: • Your personality shapes your brand story. • Define what your character stands for in your story. • What actually happens in your story? • What’s driving your story forward?

  42. Taglines The goal of taglines is to have your brand be the first that potential customers think about when making a purchase decision.

  43. Taglines • When you care enough to send the very best. • The quicker picker-upper. • We try harder. • Just do it. • The ultimate driving machine.

  44. Taglines What is the unique benefit that your bundle (brand) offers your target audience?

  45. Taglines Guidelines: • Must be important to target audience. • Short & sweet, yet descriptive to get message across. • It should communicate your brand’s positioning. • Promote a positive feeling about your brand.

  46. Taglines Tips to develop your tagline: • Define your positioning. • Define your target customers in detail. • Define what you want your brand to represent.

  47. Questions ? Rod Cotton, CPA Senior Consultant 217-862-1932 rcotton@gvnw.com 50 5/5/2013

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