Cable sells services, not technology–or at least, that's the message WSNet is trying to deliver to rural cable operators with a new marketing tool crafted to lure digital cable subscribers and keep them away from DBS.
WSNet, which helps small- and medium-sized operators deliver affordable digital programming, will launch in the fourth quarter a consumer marketing campaign, touting "That's so amazing!" as its key message. The campaign will be comprised of a mix of customizable marketing tactics, including 30-second spots, longer-form commercials, print ads, bill inserts, direct mail pieces and radio spots.
Rural and mid-sized operators can use the help because DBS "represents a very powerful marketing force" with a polished look, says Tim Evard, WSNet's senior vice president of sales and marketing. "It's important to be local, but it's also important to have the same perceived substance in your product. To launch [digital cable] is only half the battle. You have to market it head-to-head."