FROM THE INDUSTRY
example, which enjoyed great success by identifying a couple of very successful social media influencers. They have created a buzz around the start-up. Here is a good example of why the interdependence of the three legs of the tripod is important. Influencers can only bring new subscribers in if there is a simple and direct way for them to sign up. So the technology platform has to provide the support they need, like offer codes which influencers can embed in their posts. The analytics in the technology platform must also track the success of this or any campaign, to see which tactics are most successful and where the marketing investment is best spent. It is likely that successful marketing campaigns will spread between efforts inside the app – cross-trails, special promotions and so on – and outside, through direct messaging, social media and more. Netflix, for example, is investing heavily in promoting its new content, largely outside the app, tempting those yet to sign up to consider joining the service. Keeping the audience As already noted, it is important to keep your current customers happy to avoid churn: replacing them will be difficult and expensive. A satisfied audience will naturally grow, and more users – premium users – will start chasing you.
These negotiations may be daunting for network providers who have little or no experience in television rights. At MwareTV, we have done many of the deals, so we can provide users of our technology platform with potentially hundreds of channels on a single licence. Local knowledge of the market will determine how many channels you offer, initially and over time. One of the ways to maintain interest in the service is by regularly adding new content. You might decide to launch with a relatively low channel count, focusing on the key interests of the market and allowing subscribers to find their way around the system without being overwhelmed. Then add more channels to keep the audience base interested, and perhaps to cover planned subscription increases. Always remember one of the key rules of business: keeping customers is more cost-effective than finding new ones.
Build a brand
The first mission of the marketing campaign is to create an identity for the service, and for the channels within it. Audiences have to know that you have content they want to watch, and how to get it. The way you achieve this will be different in each territory. We have recently worked with a new service in Africa, for
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Volume 46 No.1 March 2024
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