Adnews reported yesterday that Foxtel CEO, Kim Williams went on the record as saying that customer subscriptions over the past 18 months had been dreary.
I would suggest that subscriptions have been dreary for about 15 years.
Foxtel is one of the few existing brands that sink their resources into acquiring new users rather than offering any long term value or incentives to existing customers. Most incentives that Foxtel offer are recruitment based, to the exclusion of current subscribers, and in that, the ‘incentive’ usually involves an additional cost or greater expense in the long term.
They market like people are stupid, and we’re not. They assume that Facebook, blogs, Twitter, email, word of mouth and world of mouse don’t exist, and they do.
Why is consumer uptake for Foxtel dreary? Because the subscribers are telling the non-subscribers what it’s like to be a customer.
Tags: Adnews, Austar, blogs, email, facebook, Foxtel, incentive, marketing, red trousers, redtrousers, resources, twitter, word of mouth, world of mouse
http://twitter.com/foxtel
http://www.facebook.com/FOXTEL
Some good examples of engaging, rewarding and servicing existing customers here
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Hi h, thanks for commenting.
If you look through Foxtel’s social networks you will predominantly find that they are just broadcasting their products and creating a forum for customers to engage with each other, not so much with Foxtel.
The Foo Fighters post, fans got to ask a question to Dave Ghrol!
Hi h,
I still see this as a recruiting drive rather than offering long term value to current customers. If Foxtel were to offer current subscribers exclusive access to the likes of Dave Grohl, premier athletes etc, than yes, this would be a value-add for current members but personally I see it is a promotion rather than offering long term value.
Cheers.