…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.
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 […]
Colorful and personal Kaiser Permanente (KP) mails a 12-page quarterly newsletter called Partners in Health, offering lifestyle advice and tips for interacting with the KP health system. The piece is unpretentious, colorful, and personal, if unambitious. I recently received the Spring 2007 issue. Printed on a lightweight paper stock, with a simple adhesive binding, the […]
…by putting readers first Fidelity Investments produces a colorful 32-page branded magazine. Delivered quarterly, Fidelity is jammed cover-to-cover with a mix of Fidelity-focused features and departments, along with a few general interest investment-oriented articles. I read the recent Nov. 2006 issue, and found some useful information about education savings plans (529 plans) and about the […]
Netflix controls subscriber acquisition costs and blasts new sub acquisition into orbit Last August I wrote about the challenge faced by Netflix to retain subscribers as new subscriber acquisition costs grew. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix was projected to churn more than half of its subscribers annually. With its […]