Your 2024 Marketing Strategy Starts with Value-Based Offerings

Broadband marketers have a job to do in 2024: move away from marketing products based on speed and price and toward value-based offerings that differentiate your brand and drive revenue.

Great marketing starts with high-quality offerings, and the best are designed so that people see themselves in what they purchase. You can build marketing campaigns on speed and price like everyone else in the industry, but that opens the door to big competitors that can offer lower prices and similar speeds.
 

A value-based offering strategy delivers internet packages based on the specific needs of subscribers, not how fast or cheap their internet is. It can also help marketers create more personalized campaigns that drive engagement and revenue.

Building Better Offerings in 2024 

Good offerings make it easier for marketers to drive loyalty and win new subscribers. Your offering strategy is the foundation of your campaign efforts, your personalized engagement, and your brand. In other words, it is not enough to offer 100 gigs to a subscriber who is looking for parental controls, a safer internet, and ways to keep their kids from the harms of cyberbullying. 
 

If you build an offering strategy that speaks directly to the needs of your subscribers–the parents, the work-from-home professionals, the gamers–your foundation becomes sturdier, and you can create marketing that differentiates your brand from the Tier One providers who know they can outpace anyone on speed and price. 

Embrace Managed Services as a Differentiator

If you want to offer more personalized products, you will need to embrace the managed services that allow BSPs to move beyond price and speed. Calix continues to evolve our strategy with SmartHome solutions that offer unparalleled services your subscribers want. Whether it is family-focused services like Bark and parental controls that make it easier for parents to monitor their children’s internet access or work-from-home solutions that prioritize productivity apps, we help BSPs create plans geared toward their unique subscriber base. 
 

While managed services can quickly boost your residential subscriber marketing, Calix can help BSPs cover every subscriber from the local business owner to the festival attendee. SmartBiz can help marketers reach small businesses with a purpose-built solution that allows small businesses to thrive. SmartTown covers subscribers at ball games, local events, and festivals. 
 

You can create a managed services ecosystem that covers your entire community, building a moat around your town that drives out competitors. 

Calix Can Help You Do It

Change can be difficult, especially if you are going through it alone. We do not believe you should. In this Marketer Beacon, you will hear stories about how Calix is helping PTCI transition to a value-based product and marketing strategy that is increasing ARPU and engagement. You will read about how Hunter Communications began offering family plans that consider the specific needs of their communities. 
 

In both instances, the Calix Success Team was there to help craft the right product strategy, leverage Calix Engagement Cloud to identify the right market, and create marketing materials through the Electronic Content Builder. 
 

Marketers may feel a clarion call in 2024. Competitors are making your job harder, but a go-to-market transformation that offers value, a value-based product strategy, and community-focused branding can help you stave off competitors and create lasting engagement with your subscribers. I am sure you are as excited as I am for a new year and a new commitment to innovation in our industry. Happy New Year, and please reach out with any questions or connect with me on LinkedIn.