We are seeing industry after industry transformed by moving from ownership models to access models, and focusing on turning customers into members. What does this trend mean for companies who have been talking membership since their inception?...
As I sipped my morning Starbucks today, I got a call from friend and fellow consultant Roberta Matuson. She just returned from Paris, where she was charmed by a fascinating example of the Membership Economy: the Nespresso Store. The Membership Economy is...
Free is not a Business Model. It's a Marketing Tactic As I prepare for tonight's talk on Free for B2B, I am rwminded of how many companies still think "giving product away" qualifies as a business strategy (at least until the IPO or...
BMA Presents: "The Role of 'Free' in Business marketing" Wednesday 11/17 5:30-8:30PM at Michael's Shoreline (2960 N. Shoreline, Mountain View, CA) For more information and to register, click here Building on last year’s hit book by Chris...
I was recently talking to a friend who is stepping in to run marketing at a company with a Freemium model. It got me thinking about where you start first in optimizing the funnel around a Freemium model for an existing business. As I've said before,...
