CableWorld describes cable provider Charter Communications' success in demonstrating its HD service in the retail channel. According to a company exec, Charter has produced a cross-channel spot to emphasize the basics of HD:
Step 1 -- Buy an HD set
Step 2 -- Get HD service from Charter
Step 3 -- Order Charter's HD tier
In my mind, there's a small problem with these steps -- they require too much action on the part of the customer. Steps 2 and 3 should be merged to take into account customers who don't even know there is an HD tier. Check out the post above, which was a piece I authored for a cable industry marketing magazine. And please, let me know what you think.
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