GoNetspeed
Growing fiber share one neighborhood at a time
Challenge
GoNetspeed is an award-winning fiber internet company operating in extremely competitive markets in Alabama, Connecticut, Massachusetts, Maine, New York and Pennsylvania. As a true Challenger Brand, GoNetspeed competes against category leaders like Spectrum, Cox, Xfinity, Fidium and Frontier Fiber, which have the spending clout to cast a wide net to attract prospective consumers and appeal to them frequently.
In addition to collaborating with GoNetspeed on some brand positioning and development work, GKV helped to develop a multitiered lead generation program with highly targeted messaging and differentiated value propositions to drive customer conversion and fuel growth.
In some markets, GoNetspeed competes against a sole prominent cable internet provider, while in other markets, they compete for share against both the dominant cable internet provider and one or more other fiber internet providers. Given the unique selling dynamics of each market and the varying needs of consumers, there was a need for a customized program that had potential to be scalable across their footprint.
Challenger Brand Solution
Symbols of Re-evaluation
Proprietary market research confirmed that residential internet needs are evolving rapidly, perhaps even faster than anticipated. It was already clear that more people working from home more often had resulted in a growing number of connected devices at use simultaneously. Combined with an increased use of streaming services and more robust online gaming, the demand for faster and more reliable internet continues to rise. Many households still experience traditional cable internet that is often slow, unreliable, and many would say overpriced, prompting nearly 60% of cable users to express a willingness to switch providers.
Our research identified three distinct consumer segments for GoNetspeed to prioritize:
- Speed Demons: They gravitate to the fastest speeds to operate the advanced technology and devices at home for their family.
- Cable Captives: They have been thinking about cutting the cord and switching to fiber. They have heard of fiber, but don’t know the specific benefits and think it’s probably expensive. They subscribe to multiple streaming services and recognize they are paying too much for their cable and internet. They want to switch but just have not acted on it.
- Service Prioritizers: They value customer service and a company that is always available. They’re focused on a hassle-free experience, so they focus on their work or play. All elements, from installation to problem-solving, from a user-friendly website to an app where they can pay their bill, contribute to meet their expectation of the value proposition.
GoNetspeed’s best opportunity to grow market share was the trifecta of converting cable customers, educating them on the advantages of fiber internet, and delivering a superior customer experience. To support this, GKV crafted a unique, compelling creative campaign tailored to each consumer segment.
More Able Than Cable. GoNetspeed is better than the cable you currently have, with advanced fiber optic technology, friendly service, and a team of local, knowledgeable professionals.
Go Fast Faster. Educate consumers on the advantages of GoNetspeed fiber internet: Cost: Fiber is less expensive; Speed: Fiber is faster; Reliability: Fiber is significantly more reliable; Bandwidth: Fiber delivers higher bandwidth; Security: Fiber is safer and more secure .
Your Fast Friends. GoNetspeed is committed to delivering a superior customer experience. We work harder for you.
The campaigns were then strategically geotargeted and messages were deployed in GoNetspeed markets based on the market composition — whether the market featured only cable providers, both cable and fiber, or was a new versus established territory. Essentially, managing the primary message delivered to each neighborhood within each market, depending on their current access options.
Results
The strategy and campaign had an immediate impact on key KPIs and set the standard for GoNetspeed’s acquisition marketing. Highlights included:
- Double digital increase in lead generation in markets where cable is primary competitor
- Increase in the conversion ratio from leads
- Increase of installs to home of + 8%
