Dec
04
2006Sansa Rhapsody - Backwards Marketing
04
2006
Sometimes companies are so obsessed with attracting new customers that they don’t realize they’re basically giving their most loyal customers the shaft. I shop at Drugstore.com and I’m constantly coming across coupons for “first time users” only. Hey, thanks for reminding me that you don’t appreciate my continued purchases.
Here’s an even worse example. I’m a huge fan of the online music serivce, Rhapsody. I’ve been a member for years. In partnership with SanDisk, they recently launched a portable music player specifically optimized for use with Rhapsody. I decided to check it out today, and check out the offer: “Includes FREE Rhapsody To Go trial for new members“. Hey, that’s swell, but guess what? The people jazzed about this player are going to be existing Rhapsody members. If you’re in the portable music player business, and your company’s not named after a fruit, you better find your customer niche and give them all the love you can. The Sansa Rhapsody has a crystal clear niche (Rhapsody customers), but Rhapsody has the mistaken impression that the device will sell the service, instead of the more likely reverse.
Why not give existing Rhapsody users a $15 coupon off the device? It’s the same cost as a free month of service for the new guys, and your built in audience won’t feel like they’re getting the shaft.