Broadband firm Airband on moving away from ‘me too’ messaging to an ‘ownable’ voice
Rather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
There are few categories as challenging to market as the utilities category. It may seem an odd thing to say when you consider it’s a category everyone needs – but it’s undoubtedly something most of us don’t want to think about. Making people care about your brand, beyond the price at which you sell, is a real challenge in this space.
James Hyland, head of marketing at rural broadband company Airband, has a “slight advantage” from other utilities because consumers “actively enjoy” what broadband enables. However, he accepts it’s “an invisible product” that only becomes interesting when something goes wrong or you can’t get what other people can. Creativity in order to stand out is key.
“The opportunity to be creative is in saying something a little bit more interesting than what most comms boils down to at the end of the day,” he explains. “How does a consumer have any anything else to approach the market with other than a big number, ever increasing numbers of speed and price?”
