Tonagh promises big marketing push as new Foxtel team takes control

Foxtel chief executive, Peter Tonagh, has heralded a focus on customer experience in the subscription TV platform’s marketing as it moves to turn customers into brand advocates for the company in the battle against free TV broadcasters and SVOD entrants.

CHRIS HEMSWORTH FOXTELAs plans by the new head of customer experience, Mark Buckman begin to take shape, Foxtel is preparing for a fresh approach to how its is engaging with customers across multiple platforms.

Speaking with Mumbrella at the ASTRA conference in Sydney, Tonagh said customer experience was central to the way in which the brand would market over coming months as it brought in more streaming and on demand options for customers.

“We have intentionally focused on customer experience first, there is no point screaming from the rooftops how good your product is if your customers are not seeing it,” Tonagh said.

Peter Tonagh ASTRA

Tonagh: “We want our customers to speak highly of us. We have started that journey but we still have got a way to go”

“Our focus intentionally has been on saying our customers are our brand advocates and we want our customers to be speaking highly of us. We have started that journey but we still have got a way to go.

“In doing that, when we actually go hard on what’s different about Foxtel, what are the unique characteristics that are going to get people to buy Foxtel over a streaming service, that is what you will see more of.”

He said the approach now under development will focus on what sets Foxtel’s content aside from its rivals and how its methods of delivery are better.

“You will see more of a description as to how the content is different, including multi-platform, on-demand, on mobile devices where we just haven’t cracked that communication of what a great product it is.”

He said that Foxtel needed to keep up the pressure on new rivals even as it worked to fashion a new message.

“The nature of the subscription business is that you are always marketing and I think the biggest issue is making sure you have got a consistent narrative so people know what’s special about Foxtel,” he said.

The company has been running its current campaign featuring actor Chris Hemsworth promoting its depth of movie offerings and the Anytime service as it works to increase visibility of its on demand services.

Whybin\TBWA Sydney created the campaign which is being used on a high rotation.


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