Let us imagine what different brands can do with their Plus programs. (Some of the content examples below have been taken from the Vartam service.)
A books, music or OTT subscriptions brand could send me daily recommendations of what to read, listen or watch.
|Long Bright River is a thriller crime novel by author Liz Moore. Although the book is marketed as a thriller, as with the best crime novels, its scope defies the constraints of the genre; it is family drama, history, and social commentary wrapped up in the compelling format of a police procedural.
Long Bright River by Liz Moore is arguably one of the most intriguing and exciting books that came out in early 2020 and was highly anticipated for a good reason.
|Graceland is the seventh solo album by American singer-songwriter Paul Simon. It is infused with a unique African element, which helps the songs feel fresh. Paul, the musician quintessential, capitalizes on unique sounds of song embryos created by a collective of African musical genius willing to provide, as they do, the bulk of original material, which Paul overlays folk lyric Americana upon a westernized format of folk Africana.
The album won the Grammy for Album of the Year in 1987.
|The Perks of Being a Wallflower is a coming-of-age drama film written and directed by Stephen Chbosky, based on his own 1999 novel of the same name.
The story is about a socially awkward teenage boy Charlie (Logan Lerman), who enters high school and is nervous about his new life. The film depicts his struggles with him, unbeknownst to him, post-traumatic stress disorder, as he goes through his journey in high school making new friends – free-spirited Sam (Emma Watson) and her stepbrother Patrick (Ezra Miller).
A food delivery or health-related subscriptions company could offer daily tips for a better life. Here are some possible themes:
A company with interest in offering electronics products management and maintenance subscription services could offer periodic information on new gadgets.
Subscription services like Dropbox and Zoom could offer daily productivity tips. Media companies could offer a story from the archives or daily inspirational quotes. A restaurant could offer recipes and cooking tips. The list goes on. While the content listed here is primarily textual, it could even be delivered in the form of short videos. The common underlying theme is to build a parallel channel which delights subscribers daily, elicits periodic feedback from them, and provides an early warning of churn (should subscribers stop opening the messages). Because this can be run as a performance-based outsourced activity, brands are not encumbering internal teams with yet another activity.
Plus is a new idea – I have not seen any paid subscription platform do this. It is an idea that smart marketers can deploy in their effort to drive subscriber retention, engagement, and loyalty.