Re: UKNM: Airlines

[Steve Johnston/IMRG]

Despite the reality of whether Delta made a tactical mistake or not on this 

particular occasion, there is a significant psychological difference 

between positively telling the customer to use one channel and negatively 

telling the customer not to use another. Either could be very effective, 

and attempting to alter the customer's behaviour in this way was not 

necessarily misguided. In the face of their market share Delta probably 

just lost their bottle.


Steve Johnston

Director of Develoment

The IMRG

www.imrg.org

07000 46 46 74


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Subject:        Re: UKNM: Airlines


Actually, I think it was a quintissential marketing gaff.  Rather than

say they were going to charge offline users more, they should have said

they were going to offer online users a discount. Which is what they

have now done.  Is the glass half empty or half full.  It's all about

perception.


Nabil


Dee Edwards wrote:

> 

> Has anyone else been following what is going on at Delta Airlines?

> Latest at

> http://www.foxnews.com/js_index.sml?content=/scitech/020999/delta.sml

> 

> It seemed odd that they initially gave out the message that non-Web

> customers got charged more rather than Web get charged less.  Now, they

> seem to be going on a different road (I'm presuming that they are trying

> to offload inventory).

> 

> |   ||  |||    r  a  z  o  r  f  i  s  h  , london

> 

> dee edwards

>        [ new business manager ]

>                                   >> (44) 0171.357.8838 x 219

> http://www.razorfish.co.uk


-- 

Nabil Shabka

BiblioTech

631-633 Fulham Road

London,  SW6 5UQ

UK

http://www.bibliotech.co.uk

Tel:  44-171-460 4646

Fax:  44-171-736 6066 


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