CHARLESTON, S.C. (PRWEB) April 11, 2019
The Broadband Multimedia Marketing Association (BMMA) recently announced the winners of the 2019 Best in Class Marketing awards.
“Each year the BMMA (https://www.bmma.us) recognizes teams and companies that demonstrate innovation and excellence in marketing broadband services,’’ said Ellis Hill, President of ResearchFirst, Inc., the BMMA’s management firm. This year’s awards went to two service providers, MTA and Cincinnati Bell, and two vendor companies, Calix and F-Secure, each of which executed best in class marketing practices related to broadband products and services.”
The winners are:
1. MTA (http://www.mtasolutions.com) “MTA’s 2018 eUnlimited™ Gaming Series”
MTA is Alaska’s leading technology company invested in promoting the expansion of eSports throughout the Last Frontier. The company has illustrated marketing excellence by establishing itself as Alaska’s premier eSports leader through effective partnership building and the creation of the eUnlimited™ Gaming Series. Beginning in 2015, MTA hosted a small beta tournament to test the market reaction and compose a business case. In 2017, the eUnlimited™ Gaming Series was branded as a collaboration between MTA and local businesses, Alaska schools, and the gaming community, culminating in an annual gaming tournament. Since that time, eUnlimited™ Gaming has gained statewide traction, increasing MTA’s brand recognition throughout the communities we serve and those we hope to serve. The 2018 eUnlimited™ Gaming Series began 1/1/18 and concluded on 12/31/18 and was the most successful year to date. The eUnlimited™ Gaming Series will continue to grow throughout 2019.
MTA’s goal for the series in 2018 was to increase brand awareness, build additional partnerships, and double their enrollment in their annual tournament. They surpassed that goal by 120% and were able to draw a direct line to growing their Internet product line, streaming adoption, and social media engagement goals. MTA is a statewide leader in technology and seeks to better understand other communities in Alaska. The 2018 eUnlimited™ Gaming Series brought new community connections and social media followers specifically tied to the areas they hope to serve in the future. This has created positive brand recognition as well as cultivated new and meaningful relationships throughout the community. This will be incredibly valuable for future goals.
2. Calix (http://www.calix.com) “Calix Smart Home and Business Solution”
This is the second consecutive year that Calix has been selected for this award. In 2018 Calix received the award for the Mesh-enhanced Carrier Class Wi-Fi launch campaign.
“Out of many outstanding submissions, the Calix marketing campaign set a new standard of excellence,” said Brian Ragsdale, Co-Chair of the BMMA Board of Directors and Director of Consumer Product Marketing at Windstream. “The Board was impressed by the creativity of the Calix marketing materials and are pleased to announced Calix as the winner of this year’s award.”
The Calix Smart Home and Business solution and marketing campaign targets communications service providers (CSPs) to help them elevate their brand, their services, their subscriber experience, and ultimately their revenue. The most important aspect of this marketing strategy is the connection between the Calix marketing campaign and CSP customer campaigns. Every element is designed to market the solution to CSPs while arming CSPs with the marketing tools that they need to quickly engage their subscribers. This campaign includes an extensive suite of marketing and education materials that customers can download and use for their own marketing campaigns, dramatically reducing their time to market. Calix also offers Marketing Consultations that foster an open dialog regarding marketing best practices, subscriber needs, competitive insights, industry trends, and customer success stories.
The feedback from customers has been extremely positive:
- “The materials that Calix created are exceptional,” said Jenny Leiker, Creative Solutions Supervisor for Nex-Tech. “We don’t generally see this kind of marketing support from other vendors.”
- “Our active partnership with Calix on the marketing front has been invaluable, enabling us to quickly turn up our own marketing campaigns,” said Brandi Lyles, Marketing Manager for Farmers Telecommunications Cooperative (FTC).
Additional elements of this innovative campaign include a series of short videos, an introductory webcast, a press release, and a series of strategically placed articles in leading publications, such as Wired, TechTarget, and ISE Magazine. The solution was launched at Calix ConneXions, the annual Calix innovation and user conference, which took place in Las Vegas on October 29–30, 2018.
“We are absolutely thrilled to be recognized as Best in Class for the second year in a row. When we started rethinking our approach to marketing two years ago, we understood that our success was defined by our customers’ success,” said Matt Collins, Calix chief marketing officer. “Everything we create is designed with our customers in mind. Our ultimate goal is to help our customers establish a deeper, more central role in their subscribers’ lives. This step is critical for CSPs to generate new sources of revenue and grow their businesses. Hundreds of our customers have adopted our revolutionary Calix Smart Home and Business solution since the launch. As they embrace this solution and deliver exceptional subscriber experiences, they build a stronger relationship with their subscribers every day. We are honored to play a role in helping them establish a new platform for long-term success.”
Cincinnati Bell and F-Secure launched a new VAS service for Cincinnati Bell customers called Internet SafeGuard in July of 2018. Previously, Cincinnati Bell was offering F-Secure’s PC/Mac only Internet Security service but decided to upgrade in December of 2017 to SAFE 4, F-Secure’s latest multi-device security offering. Cincinnati Bell also saw value in F-Secure’s password management software, Key, which helps retain customers by securely storing all of their important personal information such as passwords, usernames, credit card details, pin codes, etc.
Based on the various data points captured from e-mail surveys, Cincinnati Bell was able to identify exactly which features and benefits to position and which marketing channels would be the most effective in order to attract new customers when Internet SafeGuard was launched. They were also provided insights by F-Secure into the type of customer that is most likely to purchase a security service from Cincinnati Bell as well as the competition that consumers are aware of, have used or are currently using in their home.
Since the launch of Internet SafeGuard, Cincinnati Bell has seen a 100% increase in average monthly security sales with 84% of the sales coming from their retail, inbound and outbound call centers. In 2018, their retail stores contributed the highest percentage of total sales, followed closely by their inbound call center team.
The Cincinnati Bell team utilized F-Secure expertise in the security industry to help reassure their decision making and continually included F-Secure in all steps of the process so that a true partnership was formed between the two companies.
About the BMMA
The BMMA is an international organization dedicated to helping Telco internet service providers and their vendors advance the adoption and use of broadband services.
Our membership includes many of the key Telco and broadband vendor organizations in North America and is open to any broadband industry Telco service provider, vendor, CPE manufacturer, government agency, consultant, analyst, or other party with a demonstrated interest in promoting the mission of the BMMA.
Our goal is to advance the adoption and use of broadband services by identifying key industry success factors and sharing best practice marketing initiatives, new product and customer trends and other relevant industry information.
Please see our website at http://www.BMMA.us for more information or to apply for membership in the BMMA.
Executive Director: ResearchFirst, Inc. (http://www.researchfirst.com)
Tags / Keywords: BMMA, Broadband, internet telco, service provider, vendor, best in class, marketing award, MTA, F-Secure, Cincinnati Bell, Calix