Category: Strategy
Who are the Super-Loyals?
As an example, Bergen Philharmonic in Norway has 500 subscribers that attend around 25 performances (that is: buy 12,500 tickets!) each year. When you have built the segment, Super-Loyals are a fantastic asset to the organization! But what do we know about these Super-Loyals? Who are they really? What are their...
Autumn – the time for harvesting
Just like the farmers, in subscription campaigns you sow in the spring and harvest in autumn. During the winter you enjoy the fruits of your hard labor. But the metaphor goes even deeper: Thinking 1 year at a time doesn’t work, you need to think at least 3-5, if...
Ogilvy and why we advertise?
Finally, I have David Ogilvy’s classic ”Ogilvy on Advertising” from 1983 in my hands. I couldn’t help bursting out laughing when I read his opening words: “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I...