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November 4, 2003

Positioning Free Wi-Fi for Maximum PR

By Glenn Fleishman

In a routine new-store article, free Wi-Fi gets play: It’s a news event in this New Hampshire town when a 5,400-square-foot Panera opens, partly because it represents a success for a local franchisee expanding operations. But note that the free Wi-Fi gets a couple of grafs. The cost of a couple of grafs that bring more people in to a Panera initially and as permanent lifetime customers is probably tens of thousands of dollars. The cost of free Wi-Fi? Hundreds.

Posted by Glennf at November 4, 2003 7:43 AM

Categories: Hot Spot

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In a routine new-store article, free Wi-Fi gets play: It's a news event in this New Hampshire town when a 5,400-square-foot Panera opens, partly because it represents a success for a local franchisee expanding operations. But note that the free... [Read More]

Tracked on November 5, 2003 3:42 PM

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