My sister has been in the medical industry and now works for a local retailer. She is a member of the late baby boomer generation and our ages are separated by a mere six years (it seemed like a big difference when I was younger). Although my sis has used computers at work and at home, she isn’t comfortable with this fast changing smartphone, tablet, Pandora, Google, AppleTV, Amazon Prime environment. She was totally mystified by a Roku device and understanding how it communicates with the Wi-Fi router. As a long-in-the-tooth marketer for a 100% fiber to the home broadband company, I stay awake at night and think of the ways to add customers to the network. I think about the technology and the wiz bang of the higher speeds. I understand the profitability and the increased ARPU that comes from new acquisitions and retention. With all that technology, it became clear during the conversation of the importance of being a resource for those, like my sister, that want to understand how to jump on the high speed internet bandwagon. They do not want to be left behind. They need someone on the other end of the website, local channel, newsletter and social media to engage them in a story. Stories that reveal how people are learning about Wi-fi, searching for a vacation spot, creating social media profiles, connecting a Roku device, and buying a tablet.
People relate to other people. Businesses relate to other businesses. Customers are looking for someone or a provider to place their trust. Someone that will not lead them to a bad buying decision or confuse them into plugging a Roku stick into a Category 5 jack. I finished my conversation today with my sister and she said, “You should teach this.”….. Marketers like to think we have all the answers but sometimes we just need that kick in the backside from our older sister reminding us of what we should be doing.