Customer advocacy and the story behind the Plusnet...
Customer advocacy and the story behind the Plusnet Business brand
You may have noticed when we refreshed our business products at the end of May that we also gave our business website a lick of paint too. The really eagle eyed amongst you may have noticed the images on our Business homepage have just changed again – this time to promote our latest special offer.
6 months half price
Customers joining Plusnet Business between September 16th and November 7th can get 6 months half price broadband or Fibre when signing up to a 24 month contract. This means Unlimited Business Broadband is available from just £7.50 a month and Business Fibre from just £12.50 a month for the first 6 months.
Developing the brand
We wanted to tell you a little bit more about why we changed the way our business pages look and how we’ve worked to develop the Plusnet Business brand to appeal to a wider business audience with our range of improved broadband and phone packages. We’ve been successfully serving small British businesses for over 16 years but we’ve never advertised our business products before – instead we’ve relied on word of mouth recommendations and referrals from our happy customers. Research we commissioned into the SMB market showed that awareness of Plusnet as a business provider was low and, because of this, we were not seen as a credible competitor to some of the more familiar names. As well as improving our product portfolio it became clear that we also needed to evolve the brand to address these concerns. The market research we undertook also highlighted some great opportunities - small British businesses felt they were being under-served and undervalued by the big providers and often felt treated like a number rather than a business.
Reflection on ourselves
Growing from a small entrepreneurial company ourselves, with our specialist team of business support experts and a wide range of great value packages, we are in a great position to back small British businesses with the service and support they deserve. We also know how challenging it can be to get a new business off the ground so we don’t charge prices that will have your bank manager losing sleep.
Talking to our customers
We’re extremely proud that the majority of our Business customers had been with us for over 5 years and they’re the ones who know exactly what Plusnet Business is like. What better way to demonstrate these strengths than by showcasing some of the small British business owners we already serve, and letting them do the talking. We visited a wide range of customers across the UK, captured photography, case studies and testimonials and used these in our website and marketing creative to underpin our new brand positioning.
The end result
Combined with a professional colour palette and the straight talking Plusnet tone of voice we created compelling advertising and a website that we hope really engages small British businesses. If you’re an existing customer and are interested in featuring on our case study and testimonial pages then please drop a post over on our Community Forums. If you’re a small business owner who isn’t happy with the service they are currently getting elsewhere then checkout our new products over at plus.net/business or give us a call on 0800 023 2221.