The Sky's The Limit

I’ve been using the same broadband supplier for a couple of years now and I am happy with them. I chose them after checking out some review sites because I wanted a provider that gave excellent customer service and I haven’t been disappointed. They are a friendly small business in Cumbria called Rural Internet – check them out at http://www.ruralinternet.co.uk/

Consequently, when each day a new piece of unsolicited direct mail drops through my letterbox offering cheap broadband, it goes straight to the same place as the offers for loans, credit cards etc.

However, I have recently been tempted… It came out that Sky are going to offer free 16MB broadband to all those who took out their full TV package (which I already have). Now how ever good Rural Internet are, they just can’t compete with a free offer. Therefore, when a letter from Sky dropped onto the mat, I eagerly opened it to find out all about this “free” offer. I should have known better…

Surprise, surprise the free broadband isn’t available in my area for technical reasons. However, I can get their £15 a month broadband offer if I like?

What technical reasons could there be for not being able to let me have it for free?

What Sky have done is use a bit of PR to generate my interest. They have taken me further down the AIDA (Awareness, Interest, Desire, Action) path than I would have been. They had me Interested and in fact almost Desiring their free product – had it been free I would have Acted.

There are scores of broadband providers advertising these days. One that has happily disappeared was the nauseating Bulldog with their horrible “Open the Gate” adverts. I was Aware of them, but had no Interest whatever.

Sky used PR to get me further down the path so that when their letter arrived, I wanted to open and read it. I’m just not going to act because although I’d save a few pounds a month, in this case I prefer good service to good value…

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