Shooting Stars: 12 Brands to Watch in 2014
Brand: Netflix
Idea to Steal: Offer exclusive content to entice prospects.
Once upon a time, Netflix was the way for many folks to get their entertainment fix. But with the advent of Hulu, Amazon Prime and a host of other content providers making it easier and easier for people to find programming, the service’s appeal waned.
This is where exclusive content comes in. Programs such as “Orange is the New Black,” “House of Cards” and new episodes of “Arrested Development” drew in new members. Promoting these shows proved just as enticing as the traditional free-trial offers, notes Spyro Kourtis, president and CEO, Hacker Group, who works with Nexflix on its direct mail initiatives.
Back when Hacker started working with Netflix, direct mail was the primary driver of new members, even though the relationship was mostly online. “The audience was naturally people who were comfortable making a purchase online, even though the product was delivered by mail then,” says Kourtis.
While Netflix isn’t doing as much direct mail as it used to, Kourtis notes that the offers and creative that work in the mail usually translate well to online. Today, offers lead with the content, to make the creative mirror the tone of the content Netflix is offering. “The key messaging is around the content now, not the trial offer.”
When Netflix expanded internationally, one interesting factor was that since some countries don’t have daily delivery, mail has a more exclusive feel to the average consumer, he says. “The logistics were different in how we got stuff delivered, but similar creative, offers, key messages and visuals are used internationally.”—BNV
