3. Customer Personas
Netflix uses images to tell the majority of their marketing story. Their website is remarkably simple, yet incredibly powerful:
They have understood their different customer personas.
They created an image for each of those customers.
They subtly rotate those images.
There are four images in total. They rotate, transitioning from one image to another. Each image tells the visitor a different story. As with the headline, the images make the customer the focus. The first image shows children watching TV alone, without their parents. This demonstrates that Netflix is safe for children to view. The next image shows a family snuggled up on the sofa together watching something. The last two shots are of individuals watching Netflix on different devices: tablets and smartphones. The story these images are telling is that Netflix has something for everyone and it can be viewed anywhere on any device. Netflix isn’t actually shown in any of the images.
Their brand is strong enough that it doesn’t need to be included. Visitors to the site will assume that each different customer is watching Netflix, without even registering that they can’t see a Netflix logo or programme on a screen. In this way, Netflix has really made their different customer personas, not themselves and their brand, central to the story.