Netflix connecting with me and American Express

Couple unrelated topics, but they are things that caught my eye in the last day.

First. Last night I was watching the unfolding drama of Prison Break on Fox. If you’re not watching, well you’re missing out and it’d be tough to catch up. But, great show. At the end of the show, there was a short spot from American Express telling American Express customers to go to their website (actually a specific microsite) for an exclusive preview for American Express customers of next week’s episode.

Will this get more people signing up for American Express? Probably not just for a preview.
Does this make American Express’s current customer happy? Absolutely…if they’re fans of the show.

The only disappointing part for me (and I’m NOT an American Express customer, but I like this idea) was that after more commercials that I ignored, there was a preview for next week. Was it the same as the AMEX preview? I doubt it. But I think it would have been very cool for there to be no preview for viewers OTHER than the AMEX preview. Sure, I wouldn’t have gotten to see the preview, but I still think it would have been better than having a preview over the air.

Then, I went to my Netflix account today to add Saw 3 now that it’s out on DVD. Haven’t been there for a while because I haven’t had time to watch movies, I’ve been on a Deadwood kick and haven’t had to add any movies because I’m getting caught up on the series and I’m evaluating the Blockbuster service.

I know all the Netflix talk is centered around streaming movies, but I noticed something else. In the top tabs I noticed the “recommendations” tab had changed. It now says “Movies I’ll (heart picture).”

Small thing? Yes.
Important thing? Absolutely.

I think this takes the cold, impersonal “recommendations” language and connects with people emotionally. As Netflix touts their recommendations engine as a large part of their service, I think that using it to really connect with people on a personal level is very cool.

I haven’t dug deep enough into it yet, so forgive me if this is already there, but I think it would be very cool for them to not only give you recommendations but supply a forum or some other way to actually connect with people who have recommended that movie and discuss it and others. For example, if I ranked the aforementioned Saw 3 with five stars (haven’t seen it yet, so I can’t say!), it’d be great to not only get recommendations, but join some sort of discussion with people who also ranked it five stars. Then we could talk not only similar movies, but other movies we like that may not be linked because they are so different.

It’d push people even further down the long tail.

Anyway, just a couple small things that touched me and made me realize how much I want to be a part of a business that understands that data and logic matter very little because we’re emotional beings.

Emotion=connection=loyalty

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Netflix connecting with me and American Express

2 thoughts on “Netflix connecting with me and American Express

  1. I think you’ve nailed it when you write that “emotion=connection=loyalty”.

    But I’m hoping you’ll change your thinking on “data and logic matter very little.”

    The emotional connection that produces loyalty for one consumer may be different than the emotional connection that drives loyalty in another.

    Data and logic can help marketers understand which emotional connections are more important to the various customer segments they serve.

  2. Thanks for the comment!

    Maybe I should clarify what I meant by data and logic matter very little. I think they are of critical importance to marketers to understand what emotions will connect with their customers.

    What I meant was that they offer very little to a potential customer who is not engaged emotionally. Firing off a bunch of data and statistics won’t do much to help you connect with customers. It will help support their decision after the fact.

    Data and logic for marketers to understand their customers and why they act the way they do is essential. I was approaching it more from the point of view of traditional marketing to lay out all the features and assume that people will make a logical decision.

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