Tech-Based Consumer Services: Keep It Simple!

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Boston -- Top officials at MovieBeam Entertainment and Sirius Satellite Radio warned cable marketers to keep messages simple: Consumers are interested in the entertainment and convenience value of new products, not the technology.

The Cable & Telecommunications Association for Marketing’s Sunday opening-session keynote speakers at its CTAM Summit here offered that advice from experience.

“Most consumers aren’t really interested in how it works,” said Philipp Klein, vice president of marketing and product development for MovieBeam’s Buena Vista Datacasting. “Our target user is a movie lover, not a technophile, so keep it simple, simple, simple.”

MovieBeam -- a subscription service offering a choice of 100 satellite-beamed movies stored in a special receiver -- emphasizes its convenience edge over video-rental stores.

Sirius, which currently has about 500,000 customers, first focused on its ad-free “uncompromised music,” executive VP of marketing Mary Pat Ryan said.

To get more consumers investigating satellite radio and then signing up, it was tweaked to spotlight “entertainment your way,” partly highlighting Sirius’ sports services. Ryan also showed a new spot featuring New England Patriots quarterback Tom Brady and ABC Monday Night Football announcer John Madden.

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