As the calendar turns to September, do you experience any of the following symptoms? Confusion (or surprise) about charges on credit cards for annual subscriptions Deep contemplation triggered by pending renewal announcements Decision fatigue deciding what to do about each new renewal Overflowing email inboxes and a sense of general overwhelm The desire to realign […]
Subscription Marketing
Dollar Shave Club’s Billion Dollar Value
Unilever just bought Dollar Shave Club for a billion dollars. A billion dollars. When I first wrote about Dollar Shave Club in the book Subscription Marketing, it was still a scrappy startup. That was early last year. Now, it’s part of Unilever. How did it get there, with a $1 billion price tag? Hint: It’s not about the […]
The Magic Moment for Value Nurturing
The moment when someone signs up as a customer, your relationship with that person shifts. If you come from a traditional marketing and sales environment with a linear funnel, you might ring a gong to mark the deal and hand the customer off to another part of the business. But if your business depends on long-term customer relationships, recognize the […]
Thinking Like a Journalist
When it comes to marketing for subscriptions, the admonition to “think like a journalist” is great advice. Journalists understand their readers and foster long-term relationships with them. That’s what brands need to do, as well. So I was thrilled to have the chance to talk with Phoebe Chongchua on her Brand Journalism Advantage podcast recently. We chatted […]
Business901 Podcast: Subscription Marketing
I had the pleasure of visiting with Joe Dager on the Business901 podcast week. We had a lively discussion covering topics such as: How new sales funnel feeds itself Aligning with your customers’ values Sharing and authenticity in an environment of radical transparency Find the podcast on iTunes or on the website here.
When Marketing Adds Value: The Case for Content
Creative marketing organizations go beyond simply communicating the value they provide. They add value outside the product or service, through content, community, partnerships, and data.” These words seemed almost revolutionary when I wrote them in the book Subscription Marketing. But look around and you can find numerous examples of businesses demonstrating that, when done with […]
