Monday, December 29, 2014

An Honest Airfare

The most respected brands are those that are upfront with customers about everything they do.  A sale isn't good enough.  The real goal goal should be having customers feel good about the sale.  When you don't do this, customers end up feeling taken.  

This is how I feel every time I shop for an airline ticket.  It's a purchase process that appears to be based on slight of hand as much as it is supply and demand.  And even though I typically wind up buying the ticket anyway, I'm always left feeling uneasy about it.  I wonder if I really received the best fare I could. The ultra-urgent "only one left at this price" provides zero reassurance to this as everything beyond remains a mystery.        

What if it wasn't?  Perhaps there's an opportunity for an airline to change the game and be straight up with consumers about how it's flights are priced.  Consider the loyalty an airline could earn by helping consumers make a more informed decision - displaying the price of each ticket and the rate they're selling at.

There downside to this system is losing flexibility to react to swings in demand.  However, the upside would might be more loyal customers (read:refuse to shop elsewhere), book earlier and feel better about their purchase because the guesswork on their end has been eliminated.  It's a truer system of supply and demand because the customer is also in on the secret.


As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings

Wednesday, December 17, 2014

Brands Put In A Precarious Position


Although Capital One never made a conscience decision to run its advertisements before coverage of an unfolding news story about a hostage situation in Australia on CNN.com, it wound up doing so anyway thanks to the automated nature of their digital advertising.   

Preempting an unfolding story about a hostage situation with a credit card advertisement (or any for that matter) certainly doesn't reflect the best intentions of both the advertiser and the media company.  In that moment, obviously, there are more pressing issues than selling viewers on 5% cash back on credit card purchases. 

In the case of television, when coverage on a news story goes wall-to-wall due to its heightened importance, commercial breaks are often delayed or canceled.  However, few media outlets treat their digital channels with the same significance as they do with analog.  Consequently, this carelessness poorly reflects on their advertising partners and the media company who's job it is to report the news.

As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings

Monday, December 8, 2014

Nikon Doesn't See The Whole Picture

A new advertising campaign isn't going to solve a category in decline.

The "instagram generation" didn't pop up because of better cameras but because of a more convenient way to take pictures.

The strategy Nikon should be working on is a putting a better camera in a Smartphone.