Linksys has been primarily known as a provider of networking technology for the small business and home office. As consumers began to adopt the tools necessary to “connect” their homes, the company saw an opportunity to establish its position as a leader in the home networking marketplace. It wanted to become the go-to source for solutions as people networked their home media centers. To do this, Linksys needed to expand its relationship with its customers from just its products and support service to something more emotional.
BLITZ worked with Linksys to develop a communications plan that would achieve this goal. We started by bringing a more human touch to the Linksys brand. Images of products were replaced by images of people engaged with technology. Then we established the tone of the brand and the type of content Linksys should focus on in order to be seen as a leader in home networking. The result was Linksys’ sub-brand, “Where Life Connects”.
On the site, customers can learn about what home networking means (it’s more than having a router; it’s sharing photos, downloading movies, multiple-point access, etc.), how to connect their home, what types of equipment they need or don’t need, and new Linksys products that might be relevant. All of this is done from a personal standpoint through contributing writers and editors sharing personal stories. There’s also a poll and Q&A section to let customers participate with the Linksys brand and the content on the “Where Life Connects” site. Additionally, we helped Linksys establish the “Where Life Connects” ezine and two other Linksys newsletters to round out its communication efforts. The “Tips and Tricks” newsletter focuses on simple ideas to get the most out of different products and ways to improve home connection. “Linksys Connection” lets those who want to keep up with the newest toys and gadgets stay up to date.
The response so far has been outstanding. Linksys customers have been vocal about their experience with products, customer service, the tips they’ve received, what they’ve learned…Customer input and feedback is extremely valuable. More importantly is what companies do with that feedback as the Internet has demonstrated in the last few years, and in this case, Linksys has shown an understanding and appreciation of their customers’ opinions. So far, it’s paying off and our clients are happy.
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