Independent Show: Singing Local Virtues
Click Network Says Local Can Be Focal
Mike Farrell -- Multichannel News, 8/3/2009 1:20:22 PM
Click Network marketing and business operations manager Mitch Robinson had a message for small cable operators at the Independent Show in Grapevine, Texas, last week: When facing down a larger competitor, being local can be focal.Grapevine, Texas — Robinson, who had been a marketing executive with Internet travel giant Expedia.com before joining the municipal cable arm of Tacoma Power, said when he joined the company, their main weapon against incumbent cable giant Comcast was their superior customer-service rating. But that was a precarious advantage - all Comcast had to do was beef up customer service and Click's advantage would be gone.
Robinson realized what really differentiated Click from all other service providers what the fact that, as an offshoot of the local electric utility, it was homegrown.
"Local is the one thing they can't take away," Robinson said. "We can own it."
So, for the company's 10th Anniversary, Robinson enlisted the help of local high schoolers to produce a music video about the company's homegrown virtues.
The video is viewable online at www.click-network.com/AboutUs/10thAnniversay/tabid/106/Default.aspx, but here's a sampling of the ditty's lyrics:
Click is the local one
It's been 10 years
Look at what they've done
Switch to the local one
It's been 10 years
Look how far they've come
Click Cable is the one for you
Watch any program you want to
Fun for the children and any adults who are
In the mood for sci-fi or the nightly news
They've got you covered whatever you may choose
Robinson didn't say whether the jingle made any dent in gaining subscribers, which would certainly be something to sing about.
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