In FTTH marketing departments, and for that matter, any industry’s marketing team, there is always too much work to do and not enough people to do the work. While you wait for the budgeted headcount to be hired, ask yourself this question from Business Insider, “What is not getting done?” It might be time to […]
In my recent Blog, I talked about “Why Fiber Stalls and How to Fix it”. Now, let’s go a level deeper and talk about what it really takes to disrupt the incumbent cable provider. Replace the familiar tactics of discounting, running promotional, pricing, or trying to lock in guarantees. Replace tired acquisition tactics with a […]
In my recent Blog, I talked about “Why Fiber Stalls and How to Fix it” Discount promotional pricing is not the answer. It triggers churn from roll-off, and erodes ARPU Not to mention, it mimics what the incumbent broadband providers are doing. Differentiate yourselves with competitive, everyday pricing guaranteed for a small monthly fee ($3-$5/mo.) and […]
In early December 2025, the National Telecommunications and Information Administration (NTIA) approved final Broadband Equity, Access and Deployment (BEAD) Program proposals from 30 states and territories. Good News! Yet, questions remain surrounding the mid-course restructuring of the Policy Notice. Specifically, around the removal of support for non-deployment activities, like marketing. According to NTIA’s Broadband Equity, […]
Most fiber providers feel strong momentum during the first phase of a market launch. Awareness is high, interest is peaking, and early adopters convert quickly. But once those early adopters are activated, momentum slows. Leads decrease, take rates flatten, and campaigns that once performed well begin to lose impact. After several years of launching and […]
One of the most important marketing strategies is to start out on the right foot with customers. First impressions matter! Use the stages of construction, including pre, during, and post construction of your network, to touch every household and secure your brand within the community, and make a statement about a community-first approach like Ezee […]
