Your best marketing ideas may come from outside the marketing organization – even outside the company. In the case of Pley, a simple suggestion from a busy parent resulted in a business success and many happy children. Pley is a subscription-based service for children’s toys. In shorthand: Netflix for LEGOs. The company does many things […]
Subscription Marketing
Cultivating Content from Customers
Content cultivation is the practice of collecting content from customers to use in ongoing marketing and customer nurturing. When it comes to content marketing after the sale, you need focus on the issues that are important to current customers. What better source for this content than the customers themselves? You may have heard the term user-generated content, referring […]
Value Nurturing: Marketing Meets the Subscription Economy
In the subscription economy, marketers must dedicate time and energy to nurturing their current customers. If you sell using a subscription model, then your future revenues depend heavily on the success and loyalty of your current customers. The potential payback for marketing to those customers is huge. It sounds both simple and obvious. Yet in many businesses, […]
An Insider’s Guide to the Membership Economy
A Review of The Membership Economy by Robbie Baxter Question of the day: Are memberships one variation of the Subscription Economy (as suggested in John Warrillow’s The Automatic Customer, which I reviewed here)? Or are we really experiencing the growth of a Membership Economy, for which subscriptions are merely one revenue model? Which is a […]
Why Marketers Should Read The New Rules of Sales and Service
If you’re in marketing, you’ve probably been influenced by David Meerman Scott’s New Rules of Marketing and PR. Originally published in 2006 (and updated several times since), it’s had a lasting impact on the practice of marketing. Now he’s got a new book out, The New Rules of Sales and Service. Again, it’s a marketing […]