During U2’s residency to open the Sphere in Las Vegas, I took 3 separate trips to see 7 separate shows at this amazing venue. Closing night brought my lifetime total to 47 U2 shows.

It’s a lot – but U2 has given me so much in my life including being the first topic my now wife and I ever discussed as well as being the reason I met my best friend, Mark, who was also in Dublin for a pilgrimage in 2015.

Mark is known as the “U2 Brother,” and we took in many of the Sphere shows together. He dresses up for shows and has created a brand for himself with the goal of being noticed by the band and eventually be pulled up on stage.

I, on the other hand, tend to simply half-ass it and wear niche t-shirts to shows. Here we are before one of the Sphere shows.

That’s great Doug, but what does that have to do with broadband marketing? I’m glad you asked!

Traditional broadband marketing simply publicizes speed and price – two features that are both great… but don’t bother telling consumers why they need more bandwidth or faster speeds.

To truly drive meaningful adoption, both depth (use that includes innovation) and breadth (high take rates), broadband providers need to provide descriptions of why a business or household should seek better, faster service… ideally for a fair price.

Back to the Sphere – below we are at one of the shows. And you might say, hey look… they are both in the same spot, half-assed Doug and well-marketed Mark. Different effort, same results?

So why should I, as a broadband provider, go all out? Why isn’t promoting speed/price enough?

The U2 Brother would like a word…

If you need help making your broadband marketing effective by promoting benefits over speed/price, contact us for help!