Verizon goes nontraditional to market FiOS

Today's Boston Globe has an interesting article on how Verizon is marketing its new fiber services on dry cleaning bags, Chinese food boxes, and pizza boxes. The article cites one of my Forrester favorite consumer telecom analysts and close friend, Maribel Lopez, who experienced the marketing program first hand:

She was taken aback when she went to pick up her laundry from a dry cleaners near her Newton home, and had her clothes handed to her in a bag emblazoned with FiOS's aqua, orange, and white logo.

"I give them a dry cleaning slip and the plastic stuff my clothes were in had FiOS all over it," she said. She later ordered a pizza, which came in a box with the same insignia printed on it.

High marks to Verizon for creativity in non-traditional (and multichannel) marketing. Blackfriars' research showed that non-traditional marketing programs reached yearly highs in Q3. Now if FiOS could just deliver the dry cleaning as well as advertise on it, we'd start to think those fiber investments were really worthwhile.

Technorati Tags: Advertising, Fiber, FiOS, Maribel, Maribel Lopez, Marketing, Nontraditional marketing, tag, Telcos, Verizon