Yep, the challenge of marketing "experiences!" Once you've set the bar, your guests will be even more frustrated if you miss the target.
The last issue dealt with branding in the new era of 'experience'. I used examples of companies that seemed to do it right. This time around I'm going to focus on someone doing it wrong.
I'm flying Song south from Boston to Fort Lauderdale. I chose it because it had the lowest fare. I found out, when I sat down, there are other purported benefits that separate this little bird from the others. It claims to offer 'an experience', shared in a breezy conversational tone, promising that I won't have to check my personality with my bags. It puts its rubber tires further in its mouth by stating that I should 'sit back, enjoy the show, and enjoy the ride.'
Ennnnhhhhhhhh, "Wrong Answer". The check- in people looked frazzled and spent as much time chastising customers to 'come forward when their zone was called' (What genius thought of calling groups of guests, 'zones'?). As While waiting, I watched a cute animated video of chess-like pawns acting out how courteous customers should get the hell out of the way and in their seats so that the pawns behind them can get by.
Our flight attendants made that video come alive. They cajoled a middle aged couple to get out of the aisle, by doing an uncanny impression of the hall monitor in elementary school. It seems to me the only person who has the right to get impatient is me. Flight attendants are supposed to alleviate road rage, not impersonate Nurse Diesel.
Comments