As consumers, we can subscribe to a load of products and services – everything from music and video through to consumer goods and cars. The choice is endless. So, how does a subscription brand fight for your share-of-wallet as the competition intensifies? In this podcast series, we delve into the world of subscriptions and ask what brands can do to build a loyal and paying subscriber base. With the help of guests from different subscription businesses in different verticals, we’ll ask how do you ensure your customers continue to enjoy your product or service month in, month out? What can we learn from brands that are doing it well? What are some of the things to avoid?
Episode 5 - Retention, Retention, Retention!
It's been an interesting start of the year for streaming services. Netflix has dominated the news about it's slow down in new customer acquisitions and loss of subscribers. Industry commentators are seeing this as a watershed moment – so has the bubble burst for streaming services? Or, like most disruptive markets, is this just a natural maturity cycle. In this episode we are joined by Gilles Domartini, CEO of Cleeng – the streaming retention specialists.
In an engaging conversation, Gilles shares his thoughts on what’s happening in the streaming market and the parallels to other markets such as retail and telcos. We also explore the shift from customer acquisition to customer retention and how streaming services can use data to drive loyalty.
Listen now for some great tips on how to halt the avalanche of customer churn!
Episode 4 - The Pivot from D2C to B2B - WithU shares their journey!
Just as you launch your subscription service, the pandemic hits and all your plans are thrown into turmoil. What do you do now? That’s exactly the dilemma faced by WithU, the audio fitness app , co-developed by Olympic 400m runner Tim Benjamin, it gives you access to over a 1000 workouts.
In this episode we are joined by co-founder, Ed Hewett who relives the tough decisions WithU had to make to survive. We discuss why WithU decided to pivot from a D2C service to a B2B one, what that meant for their customers and the changes they needed to make across their business.
WithU is now thriving, growing and is loved by its customers and users. It's a fascinating and inspiring business success story. You won’t be disappointed - enjoy!
Episode 3 - Members not subscribers - a chat with Racing TV
Join us as we chat with Clive Cottrell, Director of Marketing at Racing TV. Racing TV is a British television channel with 34 racecourses and fixtures from 61 racecourses broadcast live. Racing TV is the largest horse racing subscription channel in the UK.
In this episode Clive takes us through the highs and lows over the last few years. Racing TV think differently about their subscribers, Clive shares insight on customer engagement, technology and adding value to their members subscription package. Enjoy.
Episode 2 - The plight of pandemic subscriptions
Did you sign-up to a streaming service or fitness app during the pandemic? As restrictions ease and the cost of living sky rockets, are you going to continue to subscribe? In this episode we explore what brands should do as they battle to hold on to their subscribers. We’ll be discussing the slowdown of Netflix growth, the plight of Peleton and the optics of raising prices.
Episode 1 - The Subscription Battleground
In episode 1 – the subscription battleground – the hosts, Bhavesh and Debbie, set the scene and talk about their experiences with subscription brands. Both have long careers in marketing and operations supporting subscription business and in this episode share their thoughts on the challenges facing subscription business today.