Internode shooting for broader audience
Internode has begun inviting branding and advertising agencies to pitch for the job of taking the highly-regarded Internet Service Provider (ISP) beyond its core technical audience.
The company is planning to spend between $500k and a "low seven-figure sum" on branding itself to a wider audience, according to a story in The Australian's Media section today.
"We've done very little conventional above-the-line marketing on the back of buses, on billboards or on anything else. We're one of the only companies that really hasn't, so yeah, it's arguably time for us to start doing some of that stuff," said Internode managing director Simon Hackett.
"At the moment our brand persona is very much about being the geek's ISP of choice, the technically astute ISP that you get told about by your friend rather than see on a billboard. I agree. And as we broaden that (product) bundle we need to broaden our market appeal to become a more viable mental competitor to (Telstra) BigPond for that bundle".
The company is planning to spend between $500k and a "low seven-figure sum" on branding itself to a wider audience, according to a story in The Australian's Media section today.
"We've done very little conventional above-the-line marketing on the back of buses, on billboards or on anything else. We're one of the only companies that really hasn't, so yeah, it's arguably time for us to start doing some of that stuff," said Internode managing director Simon Hackett.
"At the moment our brand persona is very much about being the geek's ISP of choice, the technically astute ISP that you get told about by your friend rather than see on a billboard. I agree. And as we broaden that (product) bundle we need to broaden our market appeal to become a more viable mental competitor to (Telstra) BigPond for that bundle".
Tags: Advertising, Branding
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