Focus your broadband marketing on the right audience

As originally posted on the Blandin on Broadband blog

Stirring the Pot

Words count!  I heard that message again and again at the Border to Border Broadband Conference.  What do providers want to hear to entice their interest in partnerships?  What do county commissioners need to hear to spur their commitment of funds?  And what do the digitally excluded and non-adopters need to hear to get them to attend training and learn new skills?   Messaging is both hard work and time consuming.

Equal to the task of finding the right message is identifying the most effective messenger and determining the best timing for your message delivery.  Our BBCs learned some specific messaging strategies at the end of the conference as Blandin staff Alie Mcinerney led them through a “Planning to Win” campaign planning session.   Ali is a great instructor, but we learned that not even the Best of our BBCs could take in any more information by Friday afternoon!  People need to be ready to receive a message for it to sink in.  It’s a good thing that you can find the campaign planning tools at www.planningtowin.org.

 

One very positive trend for broadband messaging is the growing list of successful broadband partnerships.  These provide clear examples and provide quick confidence of the path to success.  You can shape your message by using quality examples.  You can find convincing messengers by asking project leaders to share their stories.  You cannot communicate too much or too often and you need to realize the long-term approach required for success.

 

If you are interested in “planning to win” your local broadband campaign, let us know.  We will be working with local teams to help them move their conversation forward.

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