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Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.
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Top of Mind Thursday February 14, 2018: Too Much of a Good Thing
If going to the movie theatre once or twice a month is a good thing, going much more often would be even better, right?
That was the premise behind the all-you-can-eat ability to see unlimited films in theatres introduced by MoviePass in 2011 for one low fee.
How did they make money on that? They didn’t. In 2016, they revamped the program to limit the number of movies that could be seen. Theatres pushed back, so in 2017 the service limited options even further, with still other limitations in 2018.
Meanwhile, the number of subscribers grew from 20,000 in 2016 to 3 million in 2018, when they lost $40 million dollars. They were losing money and hoping to make it up on volume.
This week, the stock of MoviePass’s parent company was delisted by NASDAQ because it no longer meets the minimum price threshold ($1) for listing.
It’s not that the idea itself was bad–Cinemark and AMC have created their own versions of the concept, albeit with limitations on what’s included. It’s that MoviePass focused totally on gaining market share without any consideration of what this would do to their bottom line.
You can’t continue to hemorrhage money forever. Which is why this week MoviePass is seeing the final credits begin to roll.
Contact me to find out how to get heard above the noise.
Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.
Check out our marketing thought leadership podcasts.
Check out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday February 7, 2018: Bowled Over
The New England Patriots beat the Los Angeles Rams in the Super Bowl on Sunday in Atlanta to win their sixth NFL championship since 2002.
Kudos to the Patriots and Tom Brady for pulling this off. They did it in what was the lowest scoring game in Super Bowl history, with the smallest television audience for a Super Bowl in 11 years–98 million people.
That’s still a pretty impressive group of people to gather for a single televised event. Many of these folks tune in not to watch the game, but for the halftime show or to see the ads–the most expensive TV ad placements available ($5.25 million for a single 30-second spot).
While there were a few clever or interesting commercials this year, many of the ads weren’t any more exciting than watching a low-scoring Super Bowl game with just a single touchdown. It almost seems like rating the events on Super Bowl Sunday has become more interesting than the game itself.
There was a time when Super Bowl Sunday was a not-to-be-missed event. The NFL has been struggling recently with head injury issues, the controversy about the national anthem, and decreased television audience–plus a plethora of other sporting events that distract viewers.
Maybe it’s time for the league to take a fresh look at how they approach the game, their players, and their target audience. It’s time to huddle about how to improve their offering–before we’re all totally bowled over.
Contact me to find out how to get heard above the noise.
Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.
Check out our marketing thought leadership podcasts.
Check out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Cooking Up a Career: When You Say Yes, Adventure Follows
Carla Hall
Author and Chef
www.carlahall.com
Carla Hall is a food contributor on Strahan & Sarah (formerly Good Morning America Day), and was formerly a co-host of ABC’s Emmy award-winning popular lifestyle series The Chew. She has also been a competitor on Bravo’s Top Chef and Top Chef: All Stars. Carla is the author of the cookbooks Carla Hall’s Soul Food: Everyday and Celebration, Carla’s Comfort Food: Favorite Dishes from Around the World, and Cooking with Love: Comfort Food that Hugs You.
In this podcast, Carla discusses her journey through the culinary world from chef to author to celebrity. She talks about why authenticity is at the foundation of her business decisions, why food memories are so critical to us, and how she built a personal brand around comfort foods.
Listen to this podcast.
Top of Mind Thursday January 31, 2018: Brrh! It’s cold out there!
Brrrrh. It’s cold. Parts of the US are colder than Antarctica. Schools and businesses are closed throughout the frigid Midwest, and deliveries of US mail have been temporarily halted.
With weather events getting more and more extreme, we find ourselves subjected to the forces of Mother Nature on a more frequent basis: the summers are hotter and drier, the winters are colder, the hurricanes and floods are more intense. We barely have time to recover from one weather catastrophe before another one comes our way.
In the moment, there’s not much you can do except take appropriate precautions: Keeps the water running so the pipes don’t freeze, clear the flammable brush that’s close to your house, check on the elderly and infirm.
In the longer-term, however, we should be thinking about how to better prepare for these events. Do we need to change the way we build homes, or where we build them? Can we make adjustments to our lifestyles or our businesses that might help mitigate some of these effects? Are there measures we can take to help employees and customers?
And, for the future, what should we do now to protect our way of life in the future? A hot topic for a very cold day.
Contact me to find out how to get heard above the noise.
Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.
Check out our marketing thought leadership podcasts.
Check out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com