Is public wi-fi worth it?
With the well-publicised failure of wi-fi schemes in towns like Swindon, plenty of people are asking whether the provision of public wi-fi is worth the effort.
In this guest blog, Wendy Riley from Real Towns takes a closer look at public wi-fi and assures us that yes, it’s money well spent with plenty of positive spin-offs – as long as town managers and businesses use it wisely.
It’s too easy to place Business Improvement District (BID) or grant money into a ‘set and forget’ scheme. Wi-fi installed, job done.
But that’s the beginning, not the end.
The rollout of public centre wi-fi needs to be part of a comprehensive town plan which exploits its potential to build strong and enduring relationships between a town’s residents, business, shoppers and visitors.
The whole point is to encourage people to stay longer, explore the entirety of your town’s attractions and – of course – to spend more money.
Bargain hunters are one thing. But if you can tempt people to while away a few more hours once the necessities are done – as well as give them compelling reasons to return – that’s quite another.
This is where wi-fi can help tell and sell the story of your place on a striking website, punchy splash screen and clever digital marketing campaigns with reach and power which work their magic long after visitors have gone home.
Visitors provide you with data every time they visit. Monitoring density of wi-fi-usage in different spots tells you what they like best and least, and ROI can be measured via footfall and business revenue.
But you have to know what you’re doing, and why you’re doing it.
