Here are a few things I’ve noticed recently in my own life.
REI’s #ForceOfNature Campaign
REI recently sent me a wonderful catalog filled with stories, photos, and inspiration about women in the outdoors. That’s how I learned about their Force of Nature campaign, encouraging women in the outdoors.
The catalog highlights stories of women guides, adventurers, and the women of REI who design the gear for women. (My REI backpack is the incredibly comfortable, so clearly they’re doing something right.)
The campaign is a terrific example of nurturing value by aligning with your customers’ deeper values. I feel better about being an REI member because of their support for women.
Subscribe With Amazon
Few companies are as committed to subscription marketing as Amazon. Now the giant has created a marketplace for digital subscriptions, called Subscribe with Amazon.
So now you can use Amazon to subscribe to other goods and services, from apps to games to subscription boxes.
Inbound Marketing, Delight and Value Nurturing
If you’re practice Hubspot’s Inbound Marketing Methodology, you may have noticed eery similarities between what value nurturing and the delight phase of the inbound methodology.
I spoke recently with the local San Jose Hubspot User Group about what happens if you make delight the starting point, rather than the ending point, of your focus. You can watch the Facebook video of the talk. The audio doesn’t come on until about 20 minutes in, so you miss the wonderful set-up talking about aliens and the movie Arrival. You’ll just have to trust me that it was great.
The video is below: fast forward to 20 minutes and wait for the audio to pop on.
Recommended reading: The Gray Rhino
I’ve just finished reading The Gray Rhino: How to Recognize and Act on the Obvious Dangers We Ignore by Michele Wucker. It’s a terrific book about the obvious, high-risk and high-impact events that we would prefer to ignore, at our own peril.
Reading it, I cannot help thinking that the subscription business model is a gray rhino for many industries. It will be disruptive, and the longer you ignore it, the greater your chances of being trampled.
Upcoming events related to subscriptions
May 17, 10am PST: “How to Make Your Company Customer Obsessed” – a Mindtouch webinar. (We talk about customer success and marketing working together.)
May 31-June 1, Austin Texas: The Subscription Summit – the conference for Subscription Box companies.
June 5-7 in San Francisco: Zuora Subscribed conference