2014 Pony Express Days Report
June 9, 2014 2 Comments
The happiest week of the year for our marketing department, Pony Express Days, is over once again. Like previous years, Directcom was a festival sponsor, and we reflected that we have been a corporate sponsor each year for over 10 years now. Although the City celebration was scaled back this year, this was Directcom’s biggest year ever as far as the parade was concerned, and we decided to try direct most of our advertising budget towards throwing out lots of free candy and toys along the parade route, and try give the folks something to remember. We threw out literally thousands of t-shirts, frisbees, and wristbands, and two new items this year: megaphones for the girls, and foam swords for the boys.
We began the week with a customer focus group, which we find is always a good way to set the mood for Pony Express Days. This year we invited customers who were subscribing to symmetrical speeds, and the very highest speeds, 100Mb and 50Mb, to attend our session, so we could find out more about what makes people choose premium speeds, and how they felt we were doing in meeting the needs of super users in Eagle Mountain. They provided us with some good insights, suggestions and discussion, and we provided them with dinner and some insider information into our future plans. Thank-you again to the customers who took the time to attend this session.
One of the most fascinating parts of this parade for us is how much people love to catch bananas from our Directcom ape (which started as a parody of 2001 Space Odyssey and represents the evolution of broadband to fiber technology.) This ape throwing bananas tradition began back in 2009 quite by accident, when he threw out an extra banana he was eating that year just for fun, and the crowd went wild. Every year since then, we have thrown out more and more bananas, and this year our ape distributed three very large boxes during the parade. At the booth this year we had a couple of extra bananas sitting on the desk, and a father and daughter came by to ask a question, and we offered the child a banana. She was not interested in the healthy alternative to the candy on our desk until Diane (our office manager) told her that our parade monkey had actually touched these very bananas, and suddenly her face lit up and she eagerly snatched up the banana and began peeling it. Thanks to Troy for being the ape again–it is not a job for the faint-hearted–it can get very hot in that costume under the blazing desert sun, especially while dancing and surfing on top of a van and throwing out hundreds of bananas.
Each year we hold a drawing for current customers, and give away a TV at the end of the week. This year the prize was a 40″ Vizio Smart TV, which fits well with our brand position of Faster Streaming Broadband. We try to encourage our customers to stream and watch as much online video as possible, because we have noticed that the more people use their internet for entertainment purposes, the more likely they are to be Direct Communications customers, because we are the only provider in Eagle Mountain that does not limit the amount of data (i.e. streaming movies) people can use each month. In the past we have done paper tickets, but this year we required an online entry, which was hopefully more convenient for both us and our customers.
Each year we pay for several of our employees and their families to run in the 5K on Saturday morning. Kip Wilson, our General Manager, is a running enthusiast, and came away this year with a great idea for how to spice up the race in 2015. He is thinking about introducing an incentive like: every customer who finishes in front of him in the 5K next year will receive a free month of internet service. Would that give you extra motivation during your run?
This was a relatively quiet year for us at the booth in the park, because we were not running any large sales promos like we have sometimes done in years past. (Some of you may have received a free Xbox or Wii simply for signing up back in the day.) These days, new fiber is the message people want to hear, and rather than invest in sales promotions, we plough all available resources into upgrading copper lines to fiber. By far the most common question people asked at the booth was: “When is Fiber coming to my neighborhood?” We were even pleased to see a competitor with a booth set up just down the aisle from us, because it was clear evidence that contrary to some complaints, there is no internet monopoly in Eagle Mountain.
Thanks again to our superhero friend Tim who makes his own amazing costumes and marches in the parade each year with us. We would like to thank the City for again hosting this great event, and also say good job to the new event Coordinator at the City, Chasity Glenn, and her intern, Tia Trusty, who took good care of the sponsors and made sure everything went smoothly. We enjoyed being near the front of the parade. As a small local business, we must admit we enjoyed the scaled-back version of Pony Express Days–it was more like the old days, with mainly just local businesses as sponsors, locals attending, and a real small-town feel.
See you all again next year during Pony Express Days, and please comment below if you have any suggestions on how Directcom can make next year’s event even better.