The Hopper and The Genie: TV Targets Millennials Through Tech
If a calculated marketing move could isolate and possibly result in losing a large chunk of your customer base, would you proceed? That’s the question that cable and satellite providers must answer before introducing new technology to an older or less tech-savvy fan base. The Hopper from DISH or the Genie from DIRECTV are both super-DVRs that offer a bevy of features for media-hungry millennials, but the same technology capturing new customers could be pushing others away. It’s a risk that cable and satellite companies must take to attract the right type of customer base.
Fountain of youth
This generation of TV-watchers is busier, less patient and more media-obsessed than the casual TV-watchers of yesteryear. Thanks to the introduction of the DVR, TV pitfalls like missed episodes, commercials and scheduling conflicts are a thing of the past, inviting entertainment lovers to get what they want — exactly when they want it.
And brands love it. After all, the 25- to 40-year-old demographic is one of the most highly sought-after because it represents not only a significant amount of entertainment spending, but a higher propensity to spend in general. That’s why shows that often do well with an older demographic are unceremoniously cut from the schedule to make room for a show geared toward younger eyes.
Getting to know you
Successful cable and satellite providers offer features and technology like The Hopper as a way to catch and hold the type of customer base that networks love — young and tech-savvy with disposable income. By introducing the ability to automatically skip over commercials, record several shows simultaneously and even move from room to room as you watch, satellite providers may alienate older, less tech-experienced customers — but they take that risk in the hopes that more desirable subscribers will fill in the gaps.
Cable and satellite companies can only take these risks by obtaining well-rounded customer data and intelligence. By getting to know the current customer base versus the desired target, marketing efforts and new technology can be retooled to appeal to those customers who will be the most profitable. This doesn’t only include age and gender information, but intelligence on household income, current employment and credit obligations. By zeroing in on the “perfect customer,” cable providers can offer better incentives geared toward the best of the best.
The latest and greatest
Of course, services like The Hopper may seem like the next best thing, but such technology will only hold the attention of the technology consumers that represent millennials for now. Therefore, satellite and cable providers must compete with some of the newer tech that threatens to steal their golden subscribers — namely, streaming and Internet-capable devices that could render traditional cable unnecessary. By offering second screen apps, new features and original programming, cable providers can maintain their grasp on the perfect customer.