I’ve been traveling a lot lately, often by airplane. It’s just one feature that exemplifies my recent efforts to improve my work-life balance. As my colleague and friend, six-figure marketing advisor Ally Piper says, it’s the “Make More, Live More, Work Less” business and marketing plan. So I’ve been embracing and excelling at this new way of life this summer.
Every Action Has a Brand Reaction
Each airline has their own set of specific rules and fees. I’ve come to realize each airline also has its own specific feel.
I must say, I get the best overall feeling from Southwest Airlines. Why? Well, they didn’t just “fee me” to death, plus, each and every employee I interacted with was friendly – on EVERY flight. For example, I was always welcomed and sent off with pleasant remarks; all of the flight attendants had good attitudes and I could tell they had fun interacting with customers.
The Branding Lesson
So the positive feel I get from the Southwest employees is what I now associate with the Southwest Airlines brand. So remember: every company action/interaction contributes to the success of your brand!
Flight Finding
As a frequent flyer, I always hunt for the best deal available. My philosophy is when you get the best deals on flights, you get to spend more on your actual destination. However, “you get what you pay for” is often all too true. So I say know your objectives, so that when you do make an informed purchase, you know what to expect.
Interestingly enough, when I find a great price, I go with that airline, regardless of brand – or at least I used to.
Air Ads: Auspicious or Audacious?
So when I booked a flight with Spirit for a recent weekend getaway for half the price of the competition, I was a bit leery. And yes, it was too good to be true. I bought my ticket, then paid an additional fee for a seat. Silly me, I was under the impression that the ticket was for a seat on an airplane! Then came the excessive baggage fees (including a fee for carry-ons!), not to mention, I learned that in-flight snacks and soda also came with a price tag.
I’ll admit it: even despite all the fees, Spirit was still the cheaper choice (though the lack of amenities and the added hassle was definitely irritating). I disliked the feel of the airline before I even boarded.
And, turns out Spirit offers discounted flights because the plane was plastered with Cartoon Network advertising. When I say plastered, I mean the ads were everywhere: above every window and every seat was a mini poster – even the overhead storage bins were hit. Clearly Spirit devised a way to get paid, while minimizing ticket prices. After all, busses and subways have been doing it for decades.
But I think what really gets me is that I don’t understand why we have to pay all these additional luggage, seat and snack fees if all this advertising is partially funding the airline. Plus, all the cartoons in my face didn’t particularly add to my flight experience.
Consider this interesting statement from Spirit CEO Ben Baldanza: “We believe this is the most consumer friendly model in the world because we’re giving consumers the option to save money if they are willing to behave in a way that saves us money.” Plus, according to the advertising agency, this kind of advertising boasts a whopping 94% recall rate!
What do YOU think? Leave a comment below!