What you’ll read: How a small telecom operator thrived by catering to its niche customer base.
Segmentation and targeting are essential marketing tools, but few industries embrace them as thoroughly as telecom brands. Telecom businesses, large and small, must compete for a shrinking number of new customers — specifically, the 2.9 billion who don’t have internet access. As a result, the telecommunications industry is an excellent case study of how marketers can acquire and retain valuable customers.
The Little Telecom That Could
When discussing telecom brands, it’s easy to focus on AT&T, Viacom, and other industry giants. But it’s also important to consider small independent providers, particularly those serving rural areas with limited coverage. One excellent example is Whidbey Telecom, which operates out of Langley, WA, on Whidbey Island, providing phone, internet, security, and entertainment packages for 10,000 business and residential customers.
Customers aren’t interested in groundbreaking new technologies in a market like Whidbey. Approximately 80% of the population is 60 years old or higher and often has limited familiarity with their own devices. They don’t need 5G — they need support and educational resources that help them use mobile phones more effectively.
As a result, Whidbey Telecom positioned its services to meet these customers’ needs. It maintains a 24×7 support team that goes beyond technical questions to explain how email works or how to install apps safely. Whidbey Telecom also provides a brick-and-mortar support center for customers to ask questions, discuss services, and pay their bills in person. For customers 70 and over, the brand even lets their clients’ children and caretakers join conference calls to address needs that may be overlooked.
These services are relatively low-cost, but they contribute to stronger community ties that positively impact Whidbey Telecom’s bottom line. Former CMO Chris McKnight even noted that customers baked him cookies on three separate occasions — something that likely never happened at AT&T!
Learning About Your Customers
Whidbey Telecom’s service model is successful because the company spends a significant amount of time researching and listening to its customers. In a profile with Forbes, McKnight detailed the following approach:
- Start with publicly available lifestyle data and research that aligns with target households
- Narrow down to local surveys and focus groups
- Finally, leverage any available first-party user data to understand customer behaviors
Outside of research and focus groups, learning from niche audiences can be as simple as listening to what customers have to say. Whidbey Telecom’s physical customer support station provides such an opportunity, but it’s vital to meet audiences at their most reliable touchpoints. Social media targeting, for example, tends to be highly effective for tech-savvy demographics because of their online presence.
Whatever the industry, identifying niche audiences and supporting their real needs is the most effective way for businesses to grow. Companies like Whidbey Telecom show us that finding these opportunities must be the top priority for any modern CMO.