Measuring Up

Entirely new ways to reach captive audiences

We all know that the power of advertising has shifted forever because of the current DVR and Internet age.

What I mean is that while advertisers still leverage traditional print and broadcast media options to reach target audiences, we (consumers) turn those ads off as often as possible. The Internet provides an entirely new channel of reaching us. But again, all it takes is one click to bypass that banner ad or video commercial. Doesn't it feel great to be in control?

Well, that may be a fleeting feeling. Some of the savvier marketers responded to this challenge. Over the last few years, they have leveraged many non-traditional, never before thought of (and some that are just a tad strange) mediums to present brands in an entirely new fashion. The kicker this time is that in all of these cases, consumers are once again captive audiences. So, that puts the power right back into the marketers hands. I'm really impressed with just how creative the marketing world has become. Many of these approaches smack you right in the face as you go about daily travel, work and personal routines. And, they definitely influence their target audiences, although I bet most wouldn't even know they are being marketed to. Here's a few I've experienced over the last few days that are worth noting:

* Airport security bins - As I went through the airport security line the other day in Newark Airport, I couldn't help but notice Zappos advertisements on the bottom of every single clothes/baggage bin. What really made me smile (though) is how the same ad showcases two colorful shoe prints (where participants were supposed to place their shoes). What a great way for Zappos to reach every person who needs to fly anywhere.

* Airline seat trays - I boarded my Continental flight and quickly realized that commercial marketing efforts weren't going to be limited to the in-flight magazine or videos. No, as I happened to look straight ahead to the folded up tray attached to the seat in front of me, a large offer from MasterCard stared me down. As much as I tried to look away, three hours later the ad was still squarely in front of me.

* Videos in elevators - Most higher-end commercial office buildings in New York City have installed video monitors in elevators where tenants, employees and anyone riding up and down can catch news tidbits and brief stories. Of course, every news story is surrounded by an advertisement that fully supports the topic being covered. Talk about a captive audience -- we're all stuck in the elevator with nothing else to look at or do.

* Supermarket carts - Who would ever have thought that supermarket chains could sell advertising on their carts the way newspapers do with their print editions? The other day, my cart (yes, I go food shopping every once in a while) had a large ad on the inside back of the cart for AMC movie theaters. After seeing this, I walked over to all the other carts to find out that at least 20 in a row showcased that same ad.

* Gas station pumps - Now, this is a new one that I couldn't even imagine could be real. But, it was. I went to pump my gas at a service station in Connecticut. Upon selecting my gas and picking up the pump, a McDonald’s advertisement appeared magically. Of course, this rest area included both McDonalds and Exxon/Mobil offerings. Talk about a real co-branded initiative.

* Toll plazas - That's right. I mean highway tolls. This week I was in Florida and saw any number of advertisements on the toll gate (Coca-Cola ad), actually on the toll booth (beneath the attendant) was a Florida orange juice ad (now, that makes sense). And, a sign running across the top of the entire toll booth area promoted some sort of Internet search engine.

I bet there are scores of other approaches that focus on captive audiences (too bad they don't actually captivate us, though) that should be mentioned in this post. I would love to hear any that you've experienced or heard of, as well.

We need this like a "hole in the head"

Stupid people make stupid laws. And, that's exactly what this is. 

Less than a decade removed from the worst airline terrorist attack in our country's history, Georgia lawmakers have approved a law that will allow gun owners to carry registered fire arms in certain parts of our airports (which aren't under Federal control). Even though Atlanta Hartsfield Airport vigorously disagrees, the legislature is just waiting for the Governor's signature.

Tell me why this makes sense. Please someone... explain it to me.

Airport security is still at an all time high because every few months some maniac tries to light a bomb from his sneaker or bring weapons on a plane. Even today, new federal regulations were enhanced to make security agencies check lists of suspicious individuals who shouldn't be allowed to fly, every two hours. So, why on earth do we need to add a new layer of anxiety during our airport experiencing by allowing guns (even if they are registered legally) anywhere near an airport?

Sure. I understand all that jazz about our constitutional right to bear arms. Those groups representing gun interests have been screaming about this for 100 years. To me, this shouldn't be an argument about the legality of this issue. Instead, I'd focus on plain ol' common sense (which should be the overriding reason not to do this).

Think about what will inevitably happen. Maybe in the beginning, ordinary gun owners will be more careful about walking around with registered side arms in "approved parking and terminal areas." But, within a certain period of time, comfort will allow lax attitudes and probably breaches in the rules. Then, someone will forget (or not care) that he/she is packing and either accidentally go through security, or create some commotion when other people accidentally see the firearm. That will cause real alarm. Then, just wait until that first Middle Easterner, who simply shares the same skin color as would be terrorists, (but is actually just an innocent traveler) is found carrying his legally purchased hand gun in the airport. What kind of absolute chaos and panic do you think that will cause? And, we all could think of examples that are far worse and more serious beyond that.

We live in difficult times. The botched Times Square bomb incident is just another example of what new terrible disaster can happen on any given day. Guns in airports are a ridiculous combination. Come on, Governor. Do what is right.

Very little “Spirit” at this airline

I just got back from a relaxing week long vacation in the sun.

Trying to save on costs (like many others,) we decided to fly Spirit Airlines for the first time. It was an interesting, mixed-bag experience for us. More to the point of this post, I’m not sure that the company’s description of what it uniquely offers and its positioning vis a vis other airlines is entirely accurate. That should create long term branding (and business) problems because customers (like me) won’t experience what the brand (or company) is promising.

Here’s Spirit’s positioning (highlighted on its Web site): "Spirit Airlines’ ULCC (Ultra Low Cost Carrier) approach liberates customers from being forced into paying for services they do not desire or use. When customers are seeking the best value in travel they can choose a low fare at spiritair.com and select the services and options appropriate for their travel needs. Spirits ultra low cost model driven from numerous efficiencies, new aircraft, advanced technology and dedicated staff allows the airline to take this approach offering savings to millions of customers…"

The statement also highlights key messages such as: "friendly staff and clean, new airplanes."

Let’s start with some of Spirit’s positive attributes (although spelling isn’t one of them. The word “Spirits” is a typo in the positioning statement above.) It is an inexpensive, absolutely no frills offered airline. And, those first few rows of seats are more comfortable because of their excess size (kind of feels like being in first class seats without actually having a first class). From what I experienced, the airline did an adequate job of getting us from Point A to Point B, on time, without any major headaches. That (in itself) can be considered a successful trip.

But, does it really “liberate” customers from being forced into paying for services they don’t want? Hardly. That’s 100 percent pure spin. And, it comes across as a company trying to sell me snake oil. I don’t know about other air travelers, but to me those little comforts that come with flying (like a free soda/bag of peanuts) and checking one or two bags at no cost (Spirit charges $25 per bag) are taken for granted. I paid $100 extra at the airport because we had four bags for five people. That seems an awful lot like being forced to “pay for services” to me.

It took me half a flight to figure this out. But, those efficiencies that Spirit mentions in its positioning statement are merely added charges that it makes from its passengers on items that every other airline offers for free.

I know it sounds as if I’m complaining (guess I am). But, those were really minor issues compared to what’s coming next. Spirit Airlines offers its passengers shoddy, run down, filthy cabins. And, that’s unacceptable. The seats are absolutely grimy with food, ink and God knows what types of stains. And, the floors beneath the seats are even worse. Ultra Low Cost Carrier should not mean – “the place is disgusting.” But, once again, it’s clear that this is probably another one of the many efficiencies the airline has concocted to save money. I guess, if no one cleans the plane, then the company doesn’t incur any added hard costs for cleaning.

Let’s move on. Spirit promotes its dedicated and friendly staff.  That’s a complete fallacy. The first flight attendant we had was simply disinterested in all the passengers. I could accept that. But, the last one who served us actually had a frown on his face the entire trip and acted as if he shouldn’t have to do anything because we were flying the cheapest airline in the world. This guy was genuinely pissed off and it came across in every function he performed (including the dubious task of figuring out seat assignments when the flight was overbooked).

Here’s the problem with Spirit (in a nutshell). Many people appreciate having a low cost alternative (especially during tough times like this). But, no one wants to be forced to feel like third class citizens who could only afford the lowest cost alternative living in the Steerage compartment of the Titanic. I heard many passengers mention that they were embarrassed to fly this airline because of what it represents. They certainly could have gotten over it pretty quickly though if the entire experience was at least adequate. Instead, so many  customers bitched and moaned about how schlocky everything was.

In this economy, airlines such as Spirit need to exist and my guess is that this one will continue to operate just fine for a while. But, I wonder how things will change when life changes for the better. People understand that they get what they pay for. The problem that will hit Spirit down the road is that no one pays for unsanitary conditions and rude service. Ultimately, this brand will pay the price for that.

For the record, now defunct, economy-class airline Zoom, is a former Peppercom client.

Air travel is all about taking us out of our comfort zone…

As I mindlessly moved through the airport onto my flights during another business trip this week, something  new occurred to me. I realized that the whole flying experience has been turned into an ordeal that truly takes adults out of their comfort zone. On top of that, it makes us (or at least me) feel like a school kid who is scared that the strict teacher is about to rap my knuckles with a big ruler.

I’ll explain. To begin with, think about what typically happens as you go through the security line in each airport. It’s mighty stressful. I realize that it’s needed, but the process is identical each time. As quickly as possible, you whip off shoes, belt, coat, anything metal and throw it all into 3-4 bins, all the while the people in back of you are politely pushing and edging you forward. God forbid you aren’t quick enough in dislodging your materials into these bins. Someone jumps in front of you and that creates more anxiety. Of course, throughout this process, the security people are herding each one of us like cattle going to market to get through the line and walk under the x-ray post.

No time to take a deep breath at that point though. Because, just as quickly, you’re expected to grab all items you have on the belt coming out of the other end, or the people’s stuff behind yours will pile right on top. I have to believe it would be really funny for someone to be a fly on the security wall and watch us poor travelers hopping on one foot to get a shoe on, while simultaneously trying to put our lap top back in a briefcase and also slip that belt back on.

I find myself tense, stressed out and needing a vacation after experiencing the security line more than once in a day.

Then, after a few hours of waiting and finally piling on to the plane, the next experience typically happens which makes me feel like a child. When those airplane doors close, flight attendants, who are actually customer service representatives, instantly transform into your worst disciplinarian teacher. And, each of us becomes nothing more than a child forced to follow every single directive and rule. Again, I understand why many of these rules are in place, but it just strikes me as a little zany as to how adult passengers lose all control during the experience.

For example, ever try to get a little more use out of your Blackberry before taking off? I find myself becoming so sneaky just to hide the PDA from any possible flight attendant who could be coming up in front of me, or even scarier… from behind.  I typically place the Blackberry between two magazines so that it appears that I’m reading and then sneak a few peaks and write some last minute emails before we ever take off. Getting caught is a brutal experience though. The look isn’t something I’ve seen since my mother used to catch me (after the fact) holding parties in our house (as a teenager) when my parents traveled.

Sometimes it’s even the little things that make you feel just as bad though- How about trying to lower your seat just a tad before take off because when it is upright, it’s just so comfortable to the back? I’ve gotten that glare and have been reprimanded on more than one occasion. God forbid ones briefcase isn’t stowed perfectly under the seat. The resulting lecture from Sister Mary Flight Attendant is the same.

The more I think about it, the more I believe that all of these aspects of flying actually make the experience dreadful. I can take all the waiting around flight delays. But, no one wants to be taken out of their comfort zone so often and the way that makes adults feel like children. Not much anyone can do about it and I understand why the rules are what they are. But, it doesn’t mean that I’ll ever like it.

Wi-Fi in the sky

Wi-Fi is coming to an airline near you. It's about time.

Last week Air Tran announced that it would be the first carrier to have its entire fleet wired with Wi-Fi networks. Now, Delta, Virgin, Air Canada and a host of others are in a mad dash to offer the ability for passengers to connect via a wireless network to their lap tops, Blackberry or other PDA devices.

It isn't free though. And, as Joe Sharkey points out in his column today, a real question exists as to whether passengers will cough up the $9.95 fee (for short flights) or the $12.95 expenditure for those flights over three hours.

Initially, the move to wireless seemed like a natural money maker for this industry. After all, it only costs about $100 per plane to install. So, before our economy hit rock bottom this seemed like a no brainer. Now, everyone is watching costs and no one wants to be nickeled and dimed.

Shockey also rightfully complains that the tiny seats provided on short flights makes it damn near impossible to actually maneuver and type on a laptop effectively. No doubt that can be a hindrance. But, overall this blogger believes that the flight to finally install a real connection to our business world (as in Wi-Fi) during our flights is a long time coming. And, there is no doubt that this will be a true win-win scenario for all.

Just think about some of the "pain" you've experienced and this will make sense. How many times have you been in the middle of a timely email, only to have to shut down for three or four hours because those are the rules? Or, as you've passed the time away reading airline magazines and eating peanuts, how often have you wondered whether your colleagues received that important prospect call to let the team know whether the account (or piece of new business) was won or lost?

Yes, times are tough. But, these times will pass. And, even so, serious professionals will gladly hand out $12.95 to stay connected to the world they so depend upon and to be as efficient with their productivity as possible.

My bet is that by the end of 2010, airlines will only be kicking themselves for not installing this new incremental revenue line sooner. Who knows? Maybe one of the more marketing minded carriers will actually copy fast food franchises and offer us a "value combo." For just $16.95, we'll be given Wi-Fi access, a pillow/blanket and a thumb-sized bottle of our favorite liquor bottle to boot. Now, wouldn't that be something...

A Round of Applause for the Flight Crew

No one ever has anything good to say about airlines these days. I'll be the first to admit that I've taken my fair share of jabs at them and their employees over the last two years through this very blog. Most of it has been rightly deserved.

But now, I feel some remorse. Why? Well, I'm flying to San Francisco and it's utterly obvious just how hard this particular cabin crew works. More to the point, this team of flight attendants is operating with one or two fewer members, yet they are desperately attempting to make everyone happy. In fact, the service is stellar.

And, it sure ain't easy. Behind me, two women have been bitching and moaning throughout the flight because someone in reservations didn't order vegetarian meals. At least three people were given duplicate seats creating some hostile conditions from the beginning. A screw up in the food and beverage order created an unusual shortage of wine and bottled water as well. Of course, that's wreaking havoc among the first class passengers. Still....regardless of how nasty the behavior is towards them (because of the airline's mistakes), this crew continues to serve with a smile. And boy are they breaking a sweat because of the lack of resources.

Think about it. This positive behavior deserves some accolades. Flight attendants are right in the middle of a swirling tornado with large cutbacks and layoffs, fewer flights, uncertainties about their jobs and stress from both employers and customers that can't often be matched. I came on board almost expecting attitudes that fall between the ranges of indifferent to rude because of this reality.

I'm sure there are other flights in the air right now where the passengers aren't so fortunate. But, somehow, some way, the Continental Airlines crew on flight #41 is demonstrating the highest level of professionalism by performing their jobs to the best of their ability (while in the midst of some adverse conditions). For that, I applaud you.