I have two questions for you. I am sure you can provide me with at least one answer, and I want you to be part of the discussion, that’s the reason why I am writing this post. I am looking for answers.
Don’t look at the headline. Act like you’ve forgotten what this post is really about. Let’s start from scratch.
I am talking about marketing a service you’re using every single day, but like me, you’re probably not thinking about it, it’s just part of what you do. It didn’t use to be like that. It used to be hard.
- You’re using it at home.
- You’re using it at work.
- You’re using it when you travel.
- You’re using it everywhere you go.
I still remember the noise when I tried to connect, and I remember being rejected again and again. And I remember the daily frustration. If you’re young, you probably have no idea what I’m talking about.
Today, more or less all companies offering the service are the same. And, they need to be different. Think about it, it doesn’t matter what line of business we’re in, it all comes down to that we need to be different. A business is more than just a logo, if the only thing that separates us from our competition is the white stripes in the logo, the future for the company might not be as bright after all.
If I have a product suitable for all people, it still doesn’t make sense to target everybody. There’s no such thing. Even Coca-Cola is using storytelling to target different people. Marketing is about building relationships and trust, and the only way to do this is by separating the who and the what, and do different things for different people.
I’m about to reveal the service and the questions. But first…
When we used to order it, it was all about the price and the speed. That’s it. We all wanted it to be cheap, and we wanted it to be lightning fast.
I’m talking about broadband, high speed internet service providers.
I believe that price and speed is not an issue anymore. There are other things that they need to focus on.
They need to go for the edges and explore the limits. They need to find things that are just not done in their business, and start doing it.
But, I’d love a discussion, and I know that you have an opinion (we all use it all the time):
- Do you have any examples of high speed internet service providers doing remarkable things?
- Do you have any suggestions to how a company providing high speed internet access can be different and be remarkable?