Quoted from Bublehead:
So I don’t know who runs the marketing department at Stern, but they are not so keen on coming up with campaigns that generate buzz and sales leads if they keep missing the boat on what the public wants
I've been saying this for the last few years. They have such a huge opportunity to better capitalize on focused marketing.
That being said, let's give Stern some credit. Last few years they've been trying some marketing - it's just looks a bit shotgun instead of surgical:
1. Sporadic small launch parties
2. IFPA(?) points program (I still don't get this)
3. The GB launch party organized by Jared was ok for a first attempt. They abandoned too early, should have been a yearly staple and first year should have been complimentary.
4. The meet and greet signing with Adam West for LE/SLE buyers nice touch to make people feel special (should be continued)
5. Streaming Stern first looks generally with Jack Danger. Should be benefiting Stern instead of Jack but all good effort that is evolving including discussions with Stern designers
6. Now the club idea
Listen, at least they're trying new things. Have to be honest, give props for that.
This new insider club "could" be a good idea if they execute it well and stick to it. My fear is that this is way to pay Jack D. to keep streaming first looks at the games and discussing stuff with Stern employees. I guess cool for those that get into that? But pay? They should be starting with a free club to get membership and contact details. Build a database and give them time to evolve the Stern content, merchandise, viewership. Then at 1 year mark create a new level of "premier" (just basic and premier membership no LE) paid membership with enhanced access. People may be more willing to pay $30 since they've sampled it and it's close to complete offering (novel idea, like complete code). I worry about these insider clubs first year, many companies fail to follow through after month 6, stale content, and you've just created ill will instead of good will. Brand management 101.
I still think Stern should create a marketing advisory board - for what its worth I'd volunteer my time. They do have a brand that could evolve more. But you need to be surgical and committed to build an iconic brand. Not shot gun. Nonetheless, tip the hat - they're trying. Just hope not a money grab cause all it will do is create ill will.