“There were also the Conventa Crossover Awards. Traditionally, this kills the dynamics of every conference: there were 16 finalists, who all had to be given the opportunity to pitch. The initial, but rather traditional idea was to allow them all 10 minutes. This would have lead to 2 (!) hours of pitching, which wouldn’t have been fair to anyone.
At the same time, we didn’t want the pitches to be too short and we wanted the participants not only to vote, but also to learn from the projects. So this is what we did:
Here’s how to trash your brand. If I could completely avoid flying American Airlines I would. Not because of the airline’s mediocre rankings in on-time arrivals, lost baggage, fees, and customer satisfaction. After all, there are some airlines that are even worse. (Spirit, I’m looking at you.)
No, it’s their infuriating habit of pitching credit cards to passengers on every flight. For example, while I was trying to sleep on the red-eye I took last week.
I find the two- to three-minute pitches really annoying. We are literally a captive audience, strapped into our seats with nowhere to escape.
It’s awful on @AmericanAir. The airline claims flight attendants are there primarily for our safety. Except when they’re obnoxiously hawking credit cards multiple times over the PA during the same flight.
Besides annoying the heck out of me, I’m at a loss to understand how this is a good business decision.
—Is the revenue they receive when some hapless passenger signs up a significant boost to their bottom line?
—Are flight attendants so eager to supplement their salaries (apparently, they get ~$50 for every new customer) that they beg the airline to add extra work to their flight duties?
—And, most importantly, does American Airlines think that pitching their credit card on every flight to captive passengers improves their brand?
After all, this survey found that over 90% of airline passengers said they’d never apply for a credit card in flight. (And, of course, there are those who have already got one—yet still have to put up with the same spiel on every subsequent trip!)
A creative alternative
Even if American Airlines truly believe that hawking credit cards to a captive audience is a good thing, they don’t have to do it in a way that annoys almost everyone on the airplane. Edward Pizzarello notes that United Airlines also pitches cards on their flights, using a classic marketing technique that is far less intrusive and, I suspect, far more effective.