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The cable industry is entering a new chapter in its history. For the most part, the rebuilds are complete; the broadband infrastructure needed to deploy digital video, high-speed Internet access, and local telephony has been situated; innovative applications are being delivered to consumers; and additional services are in the development stages.
The time has finally come for the cable marketer to turn these opportunities into businesses, investment into profit and potential customers into loyal ones. The way to do that is with sophisticated, strategic, creative, consistent - and smart - marketing.
We are proud to bring together some of today's premier marketers, such as Time Warner Cable vice chairman John Billock, Bain & Co. director emeritus Marc Lefar, Fred Reichheld, Rainbow Media Holdings Inc. CEO Josh Sapan, The Coca-Cola Co. chief marketing officer Sergio Zyman and many others, to share proven marketing strategies that get positive business results with attendees of the Cable & Telecommunications Association for Marketing Summit.
NEW PRODUCT BENEFITS
Consumers have a variety of ways to spend their money. We'll need to ensure that we can clearly communicate the benefits of the new cable services to the consumer before we can convince them that we have the best product and the best value proposition.
It's the cable marketer's job to define what the technologies mean to the consumer's everyday life, to weed through the clutter of technology, to eliminate the fear and to build the excitement for new...