BMMA News – November 2010

November 15, 2010 – This BMMA News is courtesy of your marketing committee. We hold monthly calls to discuss strategic issues, but most of our activities are handled “off line”. New members are always welcome, so please contact Lisa LaBorde if you are interested in getting involved.

Topics in this issue:

2010 Fall Workshop Highlights

BMMA 2011 Annual Meeting and RFC’s Broadband Services 2011 Seminar

New BMMA tagline — Advancing Broadband Together

BMMA 2011 Best in Class Marketing Awards

Budgeting for the BMMA in 2011

Support our Q4 New Member Initiative

Upcoming Hot Topic Calls / Meetings

2010 Fall Workshop Highlights

The BMMA Fall Workshop was held from September 16-17 and hosted by member company, TDS Telecom, at their headquarters in Madison, WI. TDS Telecom provides innovative voice, Internet, and entertainment services to rural and suburban communities nationwide, as well as leading-edge business technology.

The meeting was kicked off with a roundtable discussion of Value Added Services, led by Matt Apps and Shane Kaatz from TDS Telecom. Matt and Shane ran through some of the VASs being offered by TDS designed to maximize customer wallet share, including online back-up, advanced customer care, virus protection, WiFi-enabled routers, and ID protection. The resulting discussions focused on working closely with the Customer Care organization to support (and promote) new VASs, integrating VASs into bundles, developing a business case for VASs, and the pros (and cons) of outsourcing.

Eric Wolbach from AT&T then led a roundtable discussion on Customer Care Issues, starting with a detailed discussion on AT&T’s recent efforts to improve the self-install rate for new high-speed Internet subscriptions. The resulting discussions focused on the importance of reducing truck rolls, distributing effective self-install kits, and evaluating the impact of new techniques. Other discussions focused on save desks, predictive modeling, and differentiating based on customer care.

Ellis Hill, the BMMA’s Executive Director and President of Research First then presented some highlights from their National Broadband Market Research study.  

The third (and final) roundtable discussion, led by Kate Baillie from TELUS, focused on Alternative Marketing Programs. The resulting discussions focused on the effectiveness (and cost) of alternative marketing programs and what promotions worked best (from Netbooks to iPods to gaming consoles to flat-screen TVs). Other discussions focused on the introduction of “functional bundles” (that is, bundles that focus on important services, like whole home PVR, remote TV programming, etc.), cloud computing, co-marketing with vendors, advertising revenue, loyalty/points programs, and paperless billing.

Detailed minutes are available from Lisa LaBorde.

BMMA 2011 Annual Meeting and RFC’s Broadband Services 2011 Seminar

Mark your calendars for the BMMA 2011 Annual Meeting which will be held March 7-8, 2011 in Jacksonville, Florida at One Ocean Resort. This meeting is free (covered by membership dues) for up to two individuals from member companies and will include roundtable discussions on current issues related to broadband services sales and marketing, an update on our industry benchmarking report, the presentation of Best in Class Awards and the election of our 2011 Board of Directors. Our members have informed us that the discussions and networking at these events are extremely valuable. Be sure to join us!

The Annual Meeting will be followed by Research First Consulting’s Broadband Services 2011 Seminar (March 9-11, 2011), with in depth presentations on broadband issues from industry leaders in the service provider and vendor communities. Co-locating these events allows members to save on travel expenses while continuing the learning and networking throughout the week. Again this year, RFC is extending a $200 discount (online discount code = bmma200) to individuals from BMMA member companies.

New BMMA tagline — Advancing Broadband Together

Advancing Broadband Together — this is the new BMMA tagline (or slogan) announced at the 2010 BMMA Fall workshop. After receiving nearly 50 submissions, the BMMA Marketing Committee submitted the best six to a membership-wide vote. The winning entry — which was submitted by Research First’s own Lisa LaBorde — won the day with the most first- and second-place votes. The second and third place entries came from Greg Owens of Alcatel-Lucent and Jennifer Gaetz of Hostopia, respectively.

Your Marketing Committee is currently working to integrate the new tagline into the BMMA logo, web site and other external-facing collateral.

BMMA 2011 Best in Class Marketing Awards

Nominations for the 2011 BMMA Best in Class Marketing awards are now being accepted, with all submissions due by February 14, 2011. First introduced in 2008 to recognize individuals or teams that demonstrate innovation or excellence in marketing broadband services, a third category has been added to the two established categories which now include:

·       Marketing Innovation: awarded to the service provider and vendor that best display leading edge product or service development, practice or operations;

·       Marketing Excellence: awarded to the service provider and vendor that best display superiority in the field of marketing as it relates to execution (e.g., promotional activity, advertising, new product introduction, etc.); and

·       Marketing Partnership (new for 2011): awarded to two or more members that have successfully implemented a marketing program to serve the needs of their mutual customers (e.g., what might be done with an equipment vendor and a service provider).

The winners of the 2011 Best in Class Marketing Awards will be announced at the 2011 Annual General Meeting, being held in Jacksonville, Florida from March 7-8, 2011 (see note above). All six winners will also be invited to give a presentation on their winning submission/marketing program at the 2011 AGM.

Budgeting for the BMMA in 2011

As many of us continue our 2011 budget activities we thought that it would be a good time to remind you that the BMMA would be happy to consider flexible budgeting solutions for 2011, including the ability to invoice you for any (or all) anticipated 2011 expenses — if you wish to assure they are locked in to avoid budget restraints later next year.

When making your budget plans, please remember to plan for:

·       2011 membership dues. Invoices for 2011 membership dues will be sent January 3. Click here or contact Lisa LaBorde for more information on our dues structure. If you would prefer that we invoice you early (this year) to use up existing budget, simply notify Lisa LaBorde.

·       BMMA Annual Meeting (March 7-8, 2011) and RFC Broadband Services 2011 Seminar (March 9-11, 2010). Registration for the AGM is free for up to two individuals from each member company ($500 fee for additional attendees). Registration for the Seminar is US$1,295 ($1,695 – $200 early registration – $200 BMMA member discount). Both events will take place in Jacksonville, Florida to minimize travel expenses.

·       BMMA Fall Workshop (date TBD, but is usually held in September or October). Registration typically costs $500 per person. Ask us about invoicing you in advance to assure you still have budget at year end.

·       Potential sponsorships opportunities. (A variety of sponsorships are available for all events. Contact Ellis Hill for details.)

Support our Q4 New Member Initiative

As a BMMA member, you gain value by having more members. Please help us do so by sharing our Q4 promotion with at least one potential new member, including your personal endorsement of the association.

Q4 promo summary:  Join the BMMA for 2011 by December 1st and enjoy:

– Free membership in Q4 2010
– $500 discount off 2011 membership dues
– New lower annual dues for smaller telcos (< 50K HSI subs)

Here are some tools to help:

Q4 promo detailed (pdf)                 
BMMA overview (pdf)    
Member testimonials     
Membership application

Upcoming Hot Topic Calls / Meetings

Our monthly conference call roundtables are held every 4th Tuesday at 12 noon Central (1 PM Eastern, 10 AM Pacific). These dates may fluctuate some months as a result of holidays — as is the case for the November and December calls. Please feel free to invite other individuals from your company to attend these sessions.

November 16    Generating Additional Sales with Online Chat

December 14    Web Tools for SMB

Click here for our full year schedule.


Your BMMA Marketing Committee

Matt Apps, TDS Telecom 
Brett Cousins, SaskTel 
Lisa LaBorde, BMMA / RFC 
Sophia Ahmed, Hostopia 
Greg Owens, Alcatel-Lucent
Jack Smith, North State Communications
Haavard Sterri, SureWest Communications
Juan Vela, Occam Networks
Tom Zanoli, GVTC

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