When getting there isn’t half the fun

This article written by guest columnist Finnegan Reilly, a Business student from Emory University.

July is the busiest month of the year for vacationing families. America’s largest airlines, such as Delta Air Lines, are built on prestige and comfort which don’t always offer a price point that appeals to infrequent or budget-conscious customers.

Kids on summer break are like a force of nature unleashed—a whirlwind of energy and imagination. They’re ready to leap off the high dive. They see adventure around every corner. Their appetites for fun can serve as an inspiration for every brand.

This is a social media case study of Ryanair. If you're not familiar with them, buckle up. It's not just their planes that have "firm" ("hard") landings.

For example, should brands taunt customers who complain? Test your knowledge...

A Marketing Mastermind

“What if I told you none of it was accidental?"

While many people say they want to be more innovative and solve problems better, they tend to get stuck in comfortable routines. Alas, a comfortable brain quickly becomes a lazy brain. In this new year, resolve to put your brain on an exercise regimen and find new power in your ideas.

Customers can be rude. Demanding. Short-tempered. The post-pandemic world has created a new host of irritable people who are the bane of customer-facing employees. Emerging from the confines of the pandemic, these customers are like an angry swarm of bees on a mission to get their way, even if they have to sting a few people to do it.

In the day-to-day rush, it’s easy to get dazzled by new, shiny ideas. Business leaders can find themselves asking, “Wouldn’t it be great to have a new video?” or plunging headlong into planning a special event with lots of glitz—without asking how success will be measured and if the effort will move the company toward its goals.

Marketers polish their brands to a high gloss shine. Every word, color and font carefully honed to perfection. When marketing works effectively, leads are generated and new customers come in the door, call or go to your website.

But these victories won’t do you any good if the customer experience falls short.