Ben McConnell was probably smiling when he read that DirecTV is now paying subscribers $100 for each referral – no limit – and a chance to visit Super Bowl XLI. Ben introduced his "Customer Evangelism" philosophy several years ago at the Jacobs Media Summit, and we’ve done our best to spread the message.
The DirecTV campaign is interesting, and will likely be effective, if their product is strong. OK, so they’re not giving away $100 cash, but it is an account credit, plus the "evangelist" also gets a shot at Super Bowl tickets each time she helps sign up a new subscriber. For people who enjoy telling their friends about DirecTV to begin with, this could be a strong promotion. "Spread The Word Now" is a smart way to use their "cume" to develop new customers, something that cool products like TiVo and Netflix are undoubtedly thinking about, too.
There are ways for radio stations to do this, as evidenced by KISW’s B.J. Shea’s "H Hole Army" promotion, his grassroots campaign to inspire fans to help find more listeners. At a time when marketing budgets are falling, and stations are challenged to grow their audiences, letting fans do the heavy lifting is becoming more and more popular.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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