How do you re-engage a sleeper? A sleeper is a subscriber who hasn’t been active in awhile. It seems like the sleeper may have forgotten they subscribed at all. Many subscription business owners like to let sleepers sleep — and keep paying — even when they’re not...
Subscription businesses depend on habits. If subscribers adopt behaviors that use a subscription offering, they’re not going to cancel. Some habits have positive outcomes. People subscribe to Noom to eat better, to Strava to exercise more, and MasterClass to know...
For the last fifty years or so, for many marketers, “Loyalty” has been synonymous with Points Programs. Nearly every hospitality organization and retailer has a Points Program to drive engagement in episodic businesses. The value on both sides is clear. Consumers...
People often ask whether the principles of the Membership Economy work when you’re selling to businesses. The answer is “yes and”. “Yes, and”…there are some additional challenges and opportunities that you need to have in mind...
Selling is hard. You have to find the prospects, attract their attention, build their trust, understand their needs and goals, and then get them to sign the agreement. It’s much easier to keep the customers you have, and focus on extending and expanding that...