Sky’s Strategy to Retain Customers: Long-Term Value and Partnerships
In today’s competitive market, retaining customers is just as important as acquiring new ones. With increasing inflation and a cost of living crisis, consumers are constantly seeking value from their subscriptions and services. Sky, a leading entertainment and telecommunications company, understands the importance of providing long-term value to its customers. To achieve this, Sky has adopted a strategic approach that includes partnerships with potential competitors. By partnering with other brands, such as Vue International, Sky aims to offer additional benefits to its customers and solidify its position as a customer-centric company.
The Partnership with Vue International
Sky has recently launched an above the line (ATL) campaign highlighting its partnership with Vue International, a renowned cinema chain. As part of this partnership, Sky customers have the opportunity to redeem two free tickets to Vue cinemas each month. This collaboration aims to enhance the value that Sky offers to its customers by providing them with the added benefit of enjoying monthly trips to the cinema at no extra cost.
Carli Kerr, Sky’s managing director for content products, emphasizes the importance of long-term value for customers. She believes that brands should focus not only on acquiring customers but also on catering to their needs in the long run. By providing ongoing value, Sky aims to build authentic and lasting relationships with its customers.
A Win-Win Partnership
At first glance, partnering with a competitor like Vue International may seem counterintuitive. However, Carli Kerr argues that this partnership is mutually beneficial rather than competitive. Sky sees Vue as a complementary partner in the movie ecosystem, rather than a direct competitor. There will be no data-sharing between the two partners, ensuring the privacy and security of customer information.
“We feel that partnerships like this will drive a much more authentic and longer-term value add for our customer,” says Carli Kerr. By collaborating with Vue International, Sky aims to deliver a unique and enhanced experience to its customers while reinforcing its commitment to providing long-term value.
The Cinematic Approach to Marketing
Sky’s ATL campaign featuring Idris Elba showcases an action-packed romp where the actor races through the streets on armchairs to reach a Vue cinema. This campaign aligns with Sky’s cinematic approach to marketing, which was previously seen in their sports-focused campaign.
Sophia Ahmad, the chief consumer officer for Sky UK and ROI, explains that the campaign aims to speak to both new and existing subscribers. By offering two free Vue tickets a month, Sky wants to ensure that all customers, regardless of their status, can benefit from the value they provide.
Expanding Partnerships for Value
Sky’s partnership with Vue International is just one example of their commitment to providing value to customers. The company is also collaborating with Waitrose, a leading supermarket chain, to highlight the benefits of a Sky subscription. This partnership will be promoted through in-store marketing campaigns and digital out-of-home advertising.
By partnering with various brands, Sky aims to offer a wide range of benefits to its customers. This strategy not only enhances the value proposition but also showcases Sky’s dedication to continuously improving and expanding their services.
The Long-Term Vision
Sky’s partnership with Vue International is set to last for 12 months, but the company is confident that it will be a success. Carli Kerr and her team are focused on delivering authentic and long-term value to their customers. While promotional offers still play a role in marketing campaigns, Sky believes that partnerships like this one are key to creating a more substantial and lasting value proposition.
Over the past couple of years, Sky has been dedicated to adding value to its subscription services. With the addition of Paramount Plus and the partnership with Vue International, Sky aims to provide an even more compelling offering to its customers.
Conclusion
In an era where consumers prioritize value, Sky has recognized the importance of providing long-term value to retain customers. By partnering with brands like Vue International, Sky can offer additional benefits to its customers, such as two free cinema tickets each month. This strategic approach not only enhances the value proposition but also solidifies Sky’s position as a customer-centric company.
Sky’s cinematic approach to marketing, as seen in their campaigns featuring Idris Elba, highlights their commitment to delivering an extraordinary experience to their customers. By expanding partnerships with brands like Waitrose, Sky further enhances the benefits of their subscriptions and showcases their dedication to continuous improvement.
As Sky continues to focus on providing authentic and long-term value to its customers, their partnerships and marketing strategies will play a crucial role in creating a compelling value proposition. With their customer-centric approach and commitment to delivering exceptional experiences, Sky is well-positioned to retain and attract new customers in the competitive entertainment market.
