Q2 2007: Netflix’s Not So Excellent Adventure In August of ’05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years later, average monthly churn for Q2 2007 is […]
…a marketer’s job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.
Magazine brand management 101 My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As I read his draft, I was struck by his description of […]
Transmitting brand preferences through the ages Despite my mother’s insistence, I could not for the life of me find a significant difference between Heinz ketchup and generic house brand ketchup (or is it CATSUP?!), except for the price. Even today the 64 oz. Heinz bottle costs $4.75 while the same sized ShopRite bottle costs $3.85 […]
Getting better all the time The new, redesigned Fidelity magazine (dated May 2007) just arrived in my mail. In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not pitching Fidelity products) first would result in deeper […]