Branding Across State Lines w/ Linda Richardson
Podcast: Play in new window | Download Subscribe: RSS
In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Linda Richardson, a values-driven marketing executive leading Blue Stream Fiber’s expansion from Florida into Texas.
Blue Stream isn’t a traditional internet provider—they partner directly with HOAs, developers, boards, and property managers through bulk fiber agreements. That means Linda isn’t marketing to everyone. She’s marketing to the right people. And when the company decided to enter Houston, she had to build brand awareness, education, and trust from the ground up.
Linda shares how her team approached a completely new market, how Texas audiences differ from Florida audiences, why tracking data matters more than marketing opinions, and how to build true partnership between marketing and sales.
If you’re expanding into new regions, selling to multiple stakeholder groups, or trying to build a data-driven brand, this episode is a masterclass in doing it the right way.
In our conversation, you’ll hear:
- What it takes to enter a new market where no one knows your name
- The dramatic difference between Florida HOA boards and Texas HOA boards
- How Linda built a marketing department from scratch
- How to test traditional media the right way
- How to track ROI in hard-to-measure channels
- Why marketing and sales alignment is non-negotiable
