FOCUS GROUPS

We often see companies throwing marketing efforts into the wind without truly understanding their customers and what incentivizes them to make decisions. Instead, we conduct focus groups that set the foundation for successful marketing campaigns and strategic business decisions. With Luminate, we met with a group of Craig residents to find out how they felt about Luminate, from price and customer service to reliability and perception – no holds barred. We learned that residents found the installation process to be confusing. Folks could see fiber getting installed at their neighbor’s house, but couldn’t understand why they weren’t getting service. We also learned that a certain demographic valued a local office they could walk into to get customer support and pay their bills and that they were confused why Luminate and YVEA didn’t have the same customer service processes. Once we understand the pain points of who we are marketing to, we can create campaigns that let people know that our client’s broadband service is the best option for addressing their unique needs.

The results of our focus group were gold mines of information that not only informed their marketing plan, they also guided Luminate through several strategic decisions. From our learning that people found the fiber install process to be confusing, we developed marketing strategies that encompassed content, local photography, emails, and door hangers to educate people as to how they can make the switch to Luminate and reinforced a timeline as to when their neighborhood would begin getting the fiber drops. We see time and time again that people want to have fiber internet, but they’re not sure how to go about getting it — and that’s where effective targeted communication can make a world of difference when it comes to take rate.