I covered this topic in Advertising vs. Experience, but Paul Isakson has a good posting about the recent issues with Jet Blue charging people for blankets & pillows. I actually thought that Jet Blue might be able to make this work because they generally provide a pretty good experience. Although, I've had a pretty bad experience on Jet Blue myself and I have to admit that a bad experience on Jet Blue is even worse then bad experiences on other airlines. But, I really like his suggestion as to what they could've done instead of charging folks.
Hmmmm. Looks like we should play a game of "One of these things is not like the other."
They can try to spin it from every angle possible as to why it's a good idea - it's "the green thing to do," people get to keep them once they buy them, there's a $5 coupon in the package for Bed, Bath & Beyond... Whatever. It doesn't matter. At the end of the day, this isn't in line with "putting the humanity back into air travel."
The thing is, a good solution was right around the corner. Instead of charging people for blankets and pillows, sell the opportunity to have branded blankets and pillows to Bed, Bath & Beyond. Or Target. Or whoever. Take whatever money the pillows and blankets were costing and charge another company that amount or more to provide them for your customers. It's a win-win-win situation.
JetBlue lives up to their brand promise and covers or more than covers the costs of the blankets and pillows; another brand gets a chance to make a positive impression on unsuspecting customers by making sure JetBlue customers get to keep using a pillow and blanket for free; the customer doesn't feel like they're being squeezed for every last cent for something they already don't like doing and are trying to avoid more and more (dealing with air travel).
One of the major reasons people have grown to distrust advertising is because of companies promising something to try to win them over but then not delivering on it in the end. JetBlue just gave us a fine example of this.
It has always been true, but in today's hyper-connected world it's more important than ever - don't make promises you can't keep.
Yes you are right paul now a days advertising became an hurdle for every one they are mesmarizing to buy the product. Like you stated with an example that "branded blankets and pillows to Bed, Bath & Beyond" whatever it may be the target will be the final customer.
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John
Louisiana Alcohol Addiction Treatment
Posted by: John | August 27, 2008 at 05:52 AM
its a very stringent world. so you need to deliver
Posted by: Tiger | August 28, 2008 at 11:04 AM
I write here check: http://consumerpsyche.blogspot.com/
Posted by: Tiger | August 28, 2008 at 11:05 AM