Giving Back: An Essential Element of Marketing

Kurt Gruendling, vice president of marketing and business development, Waitsfield and Champlain Valley Telecom (WCVT), has been a marketing pioneer in the rural telecommunications industry since 1996. He has been involved in marketing, public relations and business development at WCVT for more than 23 years. He was essential in assisting with the unification process between NTCA and OPASTCO, served on both the OPASTCO and NTCA marketing committees as a member and as a past president, and currently serves on the NTCA marketing committee and Foundation for Rural Service board of directors. He is a professional in his field and has mentored countless other telecoms. This ability to give of one’s knowledge freely is a testament to his character and passion for the industry he loves. In addition to providing guidance to other companies, Gruendling cares deeply in empowering and developing his own team. He does not shy away from hiring outside training and assistance as needed to give his employees the tools they need to be sales and marketing professionals at every interaction.

Gruendling was one of the first to offer a hosted Wi-Fi offering to his subscribers; a very successful strategy used by most telecoms today. He also was the creative mind behind offering an internal video solution (GMA Video) using IP technology, Roku as the access device and offering local channels at a reduced monthly rate to their subscribers. He was a leading industry pioneer in the hosted IP phone system arena. As one of the trailblazers in the segment, Gruendling listened to his customers, researched and worked with vendors on a solution and overcame many obstacles along the way to ensure the stability and profitability of this service.

Gruendling has always understood the value in data and using it for marketing purposes long before this was being talked about at industry conferences. He uses a monthly call-back program where he follows up with new and disconnect customers to collect data regarding their decisions on buying or change of provider.

His marketing approach is very strategic and formulated based on many of the factors mentioned above, including competition, data, product offering, product roll-out approach, etc. When Charter Communications began offering broadband in the WCVT service area, Gruendling was concerned that the competition now had a triple play offering, while WCVT only had the double play (voice and data). This is what prompted him to roll-out GMA Video. He now has a triple play to compete with Charter. It also provided WCVT with a save tactic when customers called in to disconnect the traditional cable offering with WCVT (typically due to price, which Gruendling knew from the disconnect callback report).

In addition to many programs to give back to the community, Kurt often uses gift cards from local businesses as sales incentives. He believes in community and supporting the community you live in. Gruendling states that “what excellence means to me is that we all succeed together as an association, as the communities we serve and ultimately our customers. We’re only as successful as our customers.” His giving attitude, tenacious and untiring pursuit of marketing excellence and industry experience more than qualifies Gruendling for the NTCA eXcellence Award for Marketing Achievement.