Calix Takeaways: Focus on Heroes, Foggy Nights and Service

Highlights from the Calix ConneXions Conference

Each October more than 2,800 of the folks bringing broadband to Rural America head to Las Vegas to see what leading equipment providers and marketers are dealing out at the Calix ConneXions Conference.

As media sponsors, Pioneer storytellers Andy Johns and Megan McKoy-Noe interviewed more than a dozen event speakers and attendees for “The StoryConnect Podcast.”

The duo recorded a podcast episode with their top takeaways from the conference. Here are the highlights.

Make Members Heroes

The conference began with a powerful user-focused message from Calix President and CEO Michael Weening. The main stage backdrop was filled with utility partner logos and the impact they’re making with Calix equipment and software. Then the images changed from logos to the people who regularly offer feedback to make Calix products better.

This year in particular, it seems like Calix focused on a lot of faces, making Calix customers the heroes of the conference. That’s exactly what we tell Pioneer members to do: Make your customers or members the heroes.

One of the things that stuck out was a quote from Michael.

“When you’re too busy is when you decide whether or not to live out your company values,” he said. 

It was a good reminder, especially for broadband utilities — most of whom are busier than a slot machine on payday. Everybody’s building in new areas. People are launching new brands. There’s a lot of funding out there. It’s when you’re busy that your true colors shine through. We can’t leave that to chance. What do you really value?

Position Your Brand

In one popular session, marketing author Ann Handley tackled brand positioning by sharing the creation of the children’s book, “Rudolph the Red-Nosed Reindeer.” The story was written by Robert May, a Montgomery Ward advertising copywriter. They wanted to bring people into their stores, and Robert was tasked with writing a cheery children’s book for Christmas.

Anne shared his story because it’s critical to understand the customer — and position your business to be there for them. Craft stories that make people feel. Rudolph was such a popular draw that Montgomery Ward gave away 2.4 million copies of the book to shoppers in 1939, and another 3.6 million in 1946.

Rudolph’s story aligns with broadband providers in an interesting way. Everyone has a foggy night scenario (a problem they can’t fix alone). What challenge do subscribers face? What issue are they dealing with, and how can you make them the hero? Keep in mind Rudolph isn’t the hero of the story, it’s Santa. Rudolph is the product. He is the solution you’re offering to get subscribers through their foggy night.

Move Beyond Speed

Throughout the conference, speakers encouraged broadband storytellers to:

1. 1. Simplify messages
   2. Excite consumers
   3. Grow

To excite members, switch up your storytelling. Some utility marketing focuses too much on speed. Speed is the start, but it can’t be your whole story. Instead of focusing on the number of gigs, consider what the gigs give. Tailor your storytelling to focus on how broadband makes life better.

A 10 Gig network is an investment decision, not a go-to-market strategy. If you focus on speed, odds are good that your service becomes a commodity. Then everybody fights over price. Instead, think about how people will use the speed to get to their specific destinations.

Think of your broadband service as a truck platform. On top of that, does somebody need it built out to be a:

• Bucket truck?
• Compact truck?
• Flatbed?

Maybe you also need toolboxes added on. There are a lot of different options of how you could build a truck. But it’s still the same chassis, frame and engine. With any service you’re offering, you’ve got to start with speed. Then find ways to make the speed meaningful.

Tune in for More

Like what you’re reading? To hear all of Andy’s and Megan’s favorite takeaways, listen to the full podcast episode: