Ditch the big shows and stars and focus on benefits, advises Fetch’s marketing director
How does a brand’s marketing cut through in a crowded marketplace when most of its customers come through resellers? Fetch’s marketing director, Sue Brenchley, explained the strategies and reasoning behind the subscription TV service rebranding at the recent Mumbrella Entertainment Marketing Summit.
With 85% of its customers coming through internet providers, subscription TV service Fetch has to approach its marketing differently. Doing so includes ditching celebrities and big name shows in its advertising and focusing on the brand’s benefits.
Fetch TV’s Sue Brenchley: ‘The days of $100 a month subscriptions are all gone. Telco is king’
An important myth Brenchley dispels is that Fetch is competing with Foxtel for subscribers: “Our target audience middle aged women with kids, super broad but just not Foxtel customers. If you have Foxtel in your life and you’re happy with it then Fetch isn’t for you. We’re after the other 70%.”
