For Consumer Product Strategy Professionals

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	April 3, 2007 Selling High-Speed Service To The Broadband Have-Nots Conversion Relies On Solution-Based Marketing And Relationship Building by Sally M. Cohen with Ellen Daley, Maribel D. Lopez, Alyssa L. Baer

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Executive Summary

Today, broadband households outnumber dial-up households in the online market. To expand the broadband market beyond the 57% of online households that already have a high-speed connection, marketers must rethink marketing messages and channel strategy. To present a value proposition that will resonate with the technology laggard broadband have-nots, high-speed marketing campaigns should feature real-life solutions to specific customer needs. Reaching beyond traditional marketing channels, like beefing up face-to-face customer relationship building via retail and elsewhere, will help providers connect with the hard-to-reach offline have-nots.

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