Monday, July 2, 2007

Word of Mouth gets it done for NETFLIX


NETFLIX is a brand I have admired for sometime and I was very happy to see an article about there marketing in Deliver Magazine titled "NETFLIX IS EVERYWHERE" https://www.delivermagazine.com/the-magazine/2007/06/18/netflix-is-everywhere/ Below is a great quote from the company who uses my two favorite marketing mediums..Word of Mouth and Direct Mail.


The most effective channel, according to Swasey, has been word of mouth. “We poll members all the time,” he explains, “and more than 90 percent say they talk about us with friends.” Moreover, based on the company’s polling, more than 85 percent of new Netflix members say they joined because of a friend’s recommendation. The company occasionally nudges its members with an e-mail gently asking them to spread the Netflix word — what the company calls its “tell-a-friend” campaign.
One of the company’s most effective marketing avenues has been direct mail. According to Swasey, Netflix has employed direct-mail marketing since early 2000 — relying primarily on two pieces of mail: a bright red 5×7 or 6×9 postcard shaped like a movie ticket, and an envelope with a three-to four-page letter from the marketing department, explaining the service and showcasing Netflix’s inventory of DVDs. Swasey describes the items as “standout, attention-grabbing, and response-initiating.”

2 comments:

Anonymous said...

That's so funny you posted about Netflix. I received the following alert yesterday from NRF SmartBrief. All the more reason to love Netflix, look like the blue box is hurting. Enjoy!

Blockbuster to close 282 U.S. stores:
Blockbuster plans to close underperforming brick-and-mortar stores amid a company push to grow its online-rental business, which competes with powerhouse Netflix. Total Access, a program that enables Blockbuster's online subscribers to return DVDs at stores for faster service, emphasizes the importance of its on-site locations, a spokesman said.
The Dallas Morning News/Associated Press (6/28), The Hollywood Reporter (6/29)

Anonymous said...

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