Top of Mind Thursday Memo Archive

Top of Mind Thursday February 14, 2018: Too Much of a Good Thing

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If going to the movie theatre once or twice a month is a good thing, going much more often would be even better, right?

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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.

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linda@popky.com
(650) 281-4854
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Top of Mind Thursday February 7, 2018: Bowled Over

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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.

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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.

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Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Download a FREE chapter now.

What are people saying?

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Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday January 31, 2018: Brrh! It’s cold out there!

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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.

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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.

Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Download a FREE chapter now.

What are people saying?

Buy now.


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday January 24, 2018: Shut Down But Not Out

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The partial shutdown of the US government is now on day 34, with 800,000 employees still not getting their paychecks.

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TSA agents and air traffic controllers are calling in sick. The FBI, Secret Services and IRS are all cutting back on their normal services. The USDA and FDA have halted inspections of food and drugs. For the first time ever, US military personnel are not being paid, as they defend our country.

While the stalemate between Congress and the President continues, there’s been a heartwarming outpouring of support for the government employees caught in the middle. Companies across multiple industries are providing discounted or free services to those affected. Restaurants, chefs, and food banks are offering free meals. Banks are suspending interest on loans; PayPal is offering cash advances to its federal employee customers.

Helping those in need crosses party lines and political affiliations. It brings out the best in all of us. It also exposes just how many functions that we rely on every day are performed by government employees.

Let’s hope that this situation is resolved sooner rather than later, but also that once these people go back to their jobs and their normal lives, we don’t lose the compassion and caring that brought people together to help those who were down, but not out.

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.

Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Download a FREE chapter now.

What are people saying?

Buy now.


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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