Marketing: Takes tech manufactureer’s message global
By: Mediha Dimartino
March 17, 2014
DGWB Advertising & Communications’ latest mission: help bridge the digital divide across rural America, where some 40% of residents don’t have high=speed broadband access.
The agency’s latest prize: the green light for a global version of a national campaign that promotes wireless Internet service providers – Wisps – that set up network communication platforms in remote areas not served by cable companies.
Details of the expanded campaign for San Jose-based Ubiquiti Networks Inc. were hashed out in meetings at DGWB’s office in downtown Santa Ana last week.
Ubiquiti, a manufacturer of networking hardware, has footed the bill for the multi-million-dollar U.S. campaign “so people realize they don’t have to wait for the cable company to dig a trench and run cable out to their house,” said Tom Meyer, DGWB’s management superviser.
Details on spending and other specifics of the global campaign haven’t been disclosed.
Both the national and global efforts will support the Ubiquiti World Network, which serves as “an alliance of independent Wisps.” The network launched in October and offers its 650-plus members in the U.S. “unified technology platform, sales, marketing and advertising assets, as well as combined political clout.”
“When Wisps grow, they buy more hardware, and that means Ubiquti grows,” Meyer said. “[The company is] are using [its] own money to raise the awareness because Wisps don’t have to use just Ubiquiti equipment. If [Wisps] decided to go with Cisco they could, but [they] see that Ubiquiti is doing this for the betterment of the entire industry, and no one else is doing this.”
The campaign DGWB created for the U.S. market started this year and features several components, including TV, online, radio and direct mail ads. The 30- and 60-second TV spots are running on AMC, A&E, FOX, Sports, ESPN, TLC, Food Network, and other channels available from Englewood, Colo.-based Dish Network Corp. and DirecTV in El Segundo. The satellite networks together have roughly 35 million subscribers in the U.S.
“Those people that typically use Dish and DirecTV are usually in more rural areas,” Meyer said. “Here in SoCal, they may just be tired of the cable company, and you’re able to put that antenna or that dish on your house. But in more rural area it makes sense that you don’t have high-speed Internet via cable, so you probably don’t have cable TV as well.”
The campaign suggests that Internet access is not a luxury but a necessity and that Wisps connections can serve as an alternative to digging trenches and laying down cable for high-speed connections.
It also includes a slogan that adds a sense of urgency to Ubiquiti’s sales pitch: “The future can’t wait.”
Advertising collateral created by DGWB allows direct-mail pieces and radio ads to be customized with individual Wisps’ logals and prices.
Wisps pay for local media buys; Ubiquiti covers costs for national buys.
“From what I hear from my contact at Ubiquiti, the direct mail is really helping the Wisps expand the number of leads that they have, and if the weather would cooperate in the Midwest, they could get up there on towers and put up more antennas and beam it to more locations and to more customers,” Meyer said.
Ubiquiti itself is “growing by leaps and bounds,” he said. The company, which has a market capitalization of $4.6 billion, reported $320.8 million in revenue and $80.5 million in earnings for its most recent fiscal year.
It has sold more than 10 million devices in 180 countries since it was founded in 2005.
The global ad campaign will reflect Ubiquiti’s revenue streams: some two-thirds of its revenue came from other parts of the world, with South America accounting for 20%, Europe, the Middle East and Africa for 42%, and 14% coming from the Asia Pacific region.
“There was a large amount of Wisps from other countries that signed up right away, but Ubiquiti concentrated on the U.S. market for the first part of the campaign,” Meyer said.
Now DGWB is working on customizing the ads for every country that Wisps operate in.
Another local company is helping Ubiquiti raise its brand awareness in the IT sales channel. The company signed a U.S. distribution agreement with Santa Ana-based Ingram Micro Inc., whose Physical Security Business Unit will help Ubiquiti broaden its sales reach and strength its partner support capabilities throughout the U.S.