STEAL APPLE MUSIC'S STRATEGY

I canceled my Apple Music subscription when the exchange rate was high, but I recently rejoined despite the exchange rate not improving. Let me explain how Apple Music won me back. *This strategy is not limited to Apple Music.*

Disclaimer:This post is not intended to promote Apple Music. Rather, it serves as a case study that can be used to extract useful insights, regardless of one's personal opinion on the platform.

1. They offered great value:

I was searching for new Christian songs and a friend recommended a couple of playlists on Apple Music, which solved my problem. All I had to do was add the playlists to my library and I was good to go. However, I was still hesitant about resubscribing.

Remember that the key to attracting returning customers is offering a high-quality product that solves their problems.

2. The user experience was impressive:

The platform was easy to use, and the interface was more user-friendly compared to other streaming platforms I had tried during my hiatus from Apple Music. When I revisited the platform, I was reminded of how enjoyable the experience was.

3. They had an enticing offer:

Apple provided a promotional deal, offering me two free months of subscription. Without any second thoughts, I quickly subscribed using my debit card because who doesn't enjoy receiving something for free?

What kind of promotional offer can you use to entice your customers to commit to your business? It's worth noting that the possibilities are not limited to just freebies. I cover a variety of promotional strategies in one of my marketing classes, so stay alert for when I begin accepting registrations.

4. The Offer was eye-catching:

Apple made sure that the offer was impossible to miss by prominently displaying it on the app and sending emails to customers. They took measures to ensure that the offer was effectively communicated to their audience. If your offer isn't generating sales, it's possible that you're not promoting it enough or basically, it is not visible to the target customer.

5. They had a Database of Records:

Upon renewing my subscription, I noticed that my previous playlist had been restored. This made me even more satisfied because I didn't have to spend a lot of time creating new playlists. This sort of works like walking into a bar and the bartender asks you if you'd like your usual because they know your preference.

6. Apple Music won me back as a customer by utilizing an algorithm that identified users who had not renewed their subscriptions after a certain period of time and presented them with targeted offers. They also had different deals for new subscribers. As a business, it's crucial to have a database or system in place that can be used to re-engage with existing customers. Neglecting to do so means you may be missing out on potential revenue.

Many brands tend to prioritize generating new leads and overlook their existing customers. However, Apple Music successfully won back a customer by implementing effective strategies.

I am interested in hearing your thoughts on this, and have you ever been won back by a brand before?