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COMMENTARY | Noah Brier

Marketing FIOS

November 16, 2008 | RSS | EMAIL | PRINT | 7 COMMENTS

This is as much a lazyweb request as it is thinking out loud: Looking at the way Verizon has spread FIOS seems to me like a classic case of old-school advertising working just as its supposed. They've bought tons of TV, used claim-based messaging ("X times faster than cable/DSL") and every one and their mother knows about them. I haven't seen a Facebook page, heard about blogger outreach or anything else of that ilk (though they certainly may be doing all of it). Anyway, I guess my point is that you can still build a brand the old-fashioned way: By buying a whole lot of television ads. Think about it, where did you hear about FIOS?

(Usual caveats apply: I don't think this is the only answer, I know you need lots of different stuff and every brand is different. Just wanted to make the point.)

Tags: marketing


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COMMENTS

1Bukola Ekundayo

Verizon FiOS has done some niche community outreach. Back in 2006, I helped them conduct blogger outreach in the gaming community. PC Gamers love fast internet connections and FiOS positioned itself as the internet service for competitive online gaming.

You make a good point. Honestly, I hadn't heard of FiOS until I worked on that project.

Also, CC Chapman and the Advance Guard are doing some social media marketing initiatives for FiOS now.

November 17, 2008

2Taylor Davidson

Do any phone / internet access companies (who should understand the nature of communication) use social media, word of mouth or "participation-based marketing"?

Think of what T-Mobile could do with their "MyFaves" product and social marketing efforts based on connecting groups of people...

FIOS is not available everywhere, right? Isn't it still easier to segment and deliver messages to geographical areas using TV and print-based marketing?

That said, it seems like a waste not to take the time to at least use the new tools and opportunities.

As you've shown me, TV still works :)

November 17, 2008

3Kyle

I hadn't heard of FIOS until I saw a reel from Campfire, who coordinated some hyper-local event marketing-type stuff for Verizon.

I don't recall seeing any TV/web/etc ads for FIOS, but maybe they just haven't rolled it out to Kansas yet.


November 17, 2008

4Steve Coulson

Hey Noah

Bukola is correct - The Advance Guard & Campfire have been working on social media tactics for My Home 2.0, which is an initiative for FiOS centered on local regions where FiOS is readilt available - mainly PA & northern DE (which is why you may not have seen it). It includes Facebook components, blogger outreach, as well as a series of viral videos, including one of a Twittering Teddy that made most of the tech blogs, including Engadget, Gizmodo, Make, BoingBoing, etc. The project won a bronze MIXX award last month in the new Social Marketing category.

You can read more at http://www.2pointhome.com

November 17, 2008

5Max Kalehoff

FioS has bought out all the pizza boxes in Pelham. You can't order a pizza without having FioS thrown down your throat! All I wanted down my throat was a slice of pizza!

November 18, 2008

6Matt

I'm no traditional marketing, but it makes perfect sense to advertise a substitute for cable on TV. If I were advertising satellite radio, I'd probably focus heavily on FM radio. That's not to discount your point that FIOS built its ubiquitous awareness on through television ads.

Interesting point: Verizon is likely bombarding the public to offset its heavy investment in FIOS. 4G is planned for 2012 by almost every phone network, and it will effectively render FIOS obsolete. I'm guessing Verizon's awareness campaign is attempting to convert as many users as possible before a mass "AOL Dialup->cable" conversion occurs in 4 years.

November 18, 2008

7Rick Webb

I actually originally heard of this in 05 or so through RGA's "Super Fast Max" campaign... ;)

(Sorry just tweaking you - your larger point is definitely still correct.)

November 21, 2008