How to upsell broadband speeds
A Calix executive here at the Fiber-to-the-Home conference relayed the story of a broadband provider in North Dakota that every December gives its customers a free bandwidth boost, to 5 Mb/s or so. Along with it, the company promotes photo-sharing and video applications meant to take advantage of the extra speed, tied to the holidays. Then in January, the company sends out emails saying, “We hope you enjoyed the free bandwidth. Your speed will now return to its normal levels.” And every January, there are some who got hooked on the speed at which those photo and video apps ran and opt to pay for a higher speed service rather than return to what they had in November. This marketing technique was first perfected by crack dealers, of course. But apparently it can work for broadband, too. Has anyone else done this? And does anyone know the identity of the North Dakota provider in question?
September 26th, 2008 at 2:00 pm
Just got word that the North Dakota broadband provider cited above is Robin Anderson at Daktel.
“She is probably the best marketer of FTTH in the country,” my source says.
Tip o’ the hat to you, then, Ms. Anderson. If you’re out there, got any more great ideas to share?
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