It’d be funny if it weren’t so overburdened with irony.
Those of us who still get a daily newspaper will have been amused by Cox’s latest attempt to “me-too” (“fiber is nothing new” cough, cough) the LUS network’s offerings. As my wife was going through our morning ritual of removing the 3/4 of the paper that is glossy ad inserts and sections we never open out slipped an 8 1/2 x 11 Cox flyer with the screaming bold headline “LUS Fiber HYPE.” The irony, of course, is that the hype and FUD is entirely being performed by Cox. Have you seen any LUS advertising “hyping” —or even promoting— LUS Fiber in the major media yet? I haven’t. And I watch. Now no doubt the day will come when LUS will hype its network. When it is offering the service to a large enough base that it makes sense to advertise in the paper or other local media. But that day has yet to arrive. My guess is that this flier is the best evidence available that LUS’ “controlled roll-out” is beginning to significantly cut into Cox’s base of subscriptions; painfully enough to buy an insert which will be distributed almost solely to people who can’t—Yet—buy LUS services. Now the motivation may be to just try and insert the headline into the “LUS fiber HYPE” into the community unconscious. If so that shows a pretty profound misunderstanding of this community. Cox has played the game of playing fast and loose with truth with Lafayette before and it’s proved embarasssing. Who can forget the disastrous story of the “local blogger T. J. Crawdad” or the infamous “push polls? Even more than embarrassing…folks got to saying tha “you can’t trust anything they say.” This flier is in that (ig)noble tradition.
The thing Cox forgets is that to be truly effective attack advertising has to be true. And it has to be about something that people care about. Otherwise you just end up looking desperate. Cox is hyping its “digital TV,” claiming to have more digital channels than LUS…and is using that hype to sell what’s on the backside of the flyer: it’s lowest triple play tier. For 89.99. For 12 Months.
“It’s a day late and a dollar short” as the old saying goes. You’re supposed to assume that the claim on the front supports the offering on the back. That you’ll get more with Cox’s cheapest “digital TV” offering.
But you won’t.
Take a gander at the slideshow below; it’s from Terry Huvals presentation at the recent (and fantastic) F2C conference. The relevant slides are numbers 31, 32, and 33 which detail the “expanded basic,” “digital basic,” and “digital basic plus” tiers for both companies.
What Cox wants you to buy, on the basis of their claims on the front of the sheet, is the product on the back of the sheet, that 89.99 (for 12 months) sale offering. If you go to Cox’s “Greater Louisiana” website & drill down you’ll get to a page that shows you get their “expanded basic” cable tier with that deal. So surf on over to slide 31 on the display below….
You’ll see that in truth LUS offers more channels in their lowest tier combo deal than Cox. If that strikes you as strange soldier on to slide 32. There you’ll notice that LUS offers more channels in the middle tier too..only at slide 33 the highest tier do you find Cox offering more channels that LUS. So the (hyped) claims on the front, while not entirely untrue at every level, do not support the product they are selling on the back. A little bait and switch, that.
And LUS’ low tier combo deal is cheaper too: Cox’s “Good” comes in at 89.99 (intro price) vs LUS’ “VIP – $84.85” (allathetime price).
(And, while we’re at it you also get 30 megs up and down with LUS but only 10 megs down and 786 k up… with video shifting to the web and more and more people doing their telephony through 3rd party VOIP that’s going to be more and more significant. I already do a healthy amount of my TV viewing over my shiny new computer-TV hookup.)