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I Subscribe, You Subscribe, We All Subscribe

I Subscribe, You Subscribe, We All Subscribe

Havas Global Comms

Havas Global Comms

September 18, 2017

Havas Formula's Emily Porter discusses the most effective way to communicate and promote the subscription model as more traditional brands shift to it

Little Black Book

By Emily Porter
Executive Vice President

 

There’s no argument that the subscription economy is here; in full swing and unlikely to stop. Fuelled by technology, today’s consumers and business professionals can subscribe to countless products and services – from the most common (streaming entertainment content) to the more obscure (building energy management services).

The traditional model of ownership has been largely replaced with a pass to access what we need, when we need it, thanks in part to myriad devices and the Internet. In fact, it’s been estimated that nearly 35 percent of Fortune 2000 companies generate revenue via subscriptions. Taking cues from the big dogs – Amazon, Spotify, Netflix – other corporate players are now looking to capitalize on the recurring revenue bandwagon by making the transition to subscription models. From a business perspective, however, the transition isn’t without its challenges – including the risk of customer churn, maintaining customer satisfaction, and operational concerns such as security and subscription management, to name a few.

As more traditional brands shift to a subscription model, how to communicate about and promote this new offering is paramount to ensuring a smooth transition. Before you give flight to a PR strategy supporting your recently adopted subscription model, consider the following:


Read the full article.

Little Black Book

By Emily Porter
Executive Vice President

 

There’s no argument that the subscription economy is here; in full swing and unlikely to stop. Fuelled by technology, today’s consumers and business professionals can subscribe to countless products and services – from the most common (streaming entertainment content) to the more obscure (building energy management services).

The traditional model of ownership has been largely replaced with a pass to access what we need, when we need it, thanks in part to myriad devices and the Internet. In fact, it’s been estimated that nearly 35 percent of Fortune 2000 companies generate revenue via subscriptions. Taking cues from the big dogs – Amazon, Spotify, Netflix – other corporate players are now looking to capitalize on the recurring revenue bandwagon by making the transition to subscription models. From a business perspective, however, the transition isn’t without its challenges – including the risk of customer churn, maintaining customer satisfaction, and operational concerns such as security and subscription management, to name a few.

As more traditional brands shift to a subscription model, how to communicate about and promote this new offering is paramount to ensuring a smooth transition. Before you give flight to a PR strategy supporting your recently adopted subscription model, consider the following:


Read the full article.

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