When Subscribership Stalls

Tuesday, 22 May 2007 at 5:00 am Pacific USA Time.

Nearly two years ago, I was reading the home page of one of the companies in my industry. Here is part of that home page from November 2005, thanks to archive.org:

Here is part of their home page in May 2007:

I blurred out their name as I’m not looking to embarrass them. But what’s going on? 18 months ago, you had "over 4,000 businesses," and now you have "over 4,000 companies." Now, I know that if I had 4027, I’d say "over 4,000" in my marketing. If I had 4103 clients, I’d say "over 4,100." :) So "over 4,000" to me says "between 4,000 and 4,100."

That means given 18 months to market themselves… PESA conferences, last year’s eBay Live convention, visibility in the Solutions Directory, having the opportunity for eBay staff to recommend them to sellers, and whatever else they are doing to promote themselves… they aren’t growing. I know people are signing up to them, so that means that generally, just as many companies are signing up as are leaving. And the people I know who are freshly signing up with them are not the people leaving. The veterans are leaving, and we’ve seen our own clients choose to leave these guys.

That’s bad.

What do you do when you are losing as many people as you are gaining? And what happens when you’re watching this happen over 18 months? This isn’t a short plateau. This is the way it seems to be for these people, and with new competitors popping up all the time, what are they going to do?

I don’t know the answer. I’ve tried to give them suggestions over the years, and not only are they not interested, but they seem to come out with more and more ways to fire shots at my company when we don’t even compete with them. So good luck to them.

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Categories: That's Bad Marketing

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