A subscription is a tactic, not a strategy. Subscribers subscribe because they have an ongoing problem they wish to be solved or a goal they need to achieve. They believe that your business has the solution to their problem. And when you solve that problem, you are...
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...
