The
opportunity might have easily been overlooked. The no-charge for bag
check or ticket change could have been merchandised as just that:
individual product features. It would have still delivered value to
consumers. But by uniting it with values the brand holds -
transparency, predictability, doing right by the customer - they enjoy
greater value. The no-charge feature now embodies principles the
customer believes in (or at the very least feels good about) and
triggers a human connection shared with the company they are about to
entrust their life to (it is air travel after all).
This
is smart marketing. Giving what could otherwise have been only a
rational benefit some emotional appeal makes it not only more
compelling, it elevates the value consumers get by aligning with their
personal values - at no cost to the company.
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