Talk like a human, for business’s sake

Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.

So, it’s no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging. 

Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.


Top 4.5 marketing lessons of the Rush Limbaugh PR fiasco

In less than a week, political radio host Rush Limbaugh has seen upwards of 30 sponsors flee his radio program. Their migration began in response to a public boycott campaign which has relied heavily on social media.

The actions and inactions of Limbaugh and the companies involved provide lessons for marketers in how to respond to crises, buy media and even outflank competitors.

Learn from FedEx and turn a social media ‘fail’ into a huge win

If you’re reading this, you’re most likely a marketer – and you’ve probably seen FedEx’s addition to the ‘super fail’ hall of fame from late last year.

If not, click through to watch the video clip uploaded to YouTube in December by an unhappy customer.

In it, a FedEx ‘guy’ is clearly seen throwing a new computer monitor over the gate of the man who ordered it. He returned home, wondered why it was broken and uploaded a security video of the incident. Then all hell broke loose. 

Revealed: the secret to social media marketing success

When JetBlue wanted to celebrate its 10th anniversary, it decided to
sell a limited number of tickets for $10. That’s a tall order, so for
help with the difficult task of convincing consumers to buy $10 airline
tickets, it turned to TBG, a London-based digital agency that
specializes in Facebook marketing.

The result: JetBlue saw amassive
response from TBG’s Facebook ad buy, revealing the secret of social
media success.

That secret: giving away stuff for free or at a significant discount is a great way to ‘engage‘ consumers on social networks.

JetBlue figures out how to get people flying during a recession

September is a particularly slow month for airline travel. Situated between the summer rush and the holiday season, consumers usually take September off from traveling the friendly skies. And incentives to move around during the back to school season are further inhibited by economic constraints happening right now. But JetBlue has found a way to get people into their airline seats: they’re offering unlimited Jet Blue flights for the month of September.

Between September 8 and October 8, travelers can take to JetBlue’s planes as often as they’d like. For only $599. The airline, which is known for its social media savvy, sent out a press release about their offer and tweeted about the deal yesterday. Since then, they’ve sold out 1/3 of their inventory.

Frontier Airline’s customer service fail

Frontier Airline's customer service failBrands are quickly learning that they ignore social media at their own peril. Customer
service should be at the forefront of any brand’s strategy, and
presents an excellent opportunity for to engage with consumers. Instant,
helpful responses can do wonders for a brand. But ignoring customer
feedback can bury you.

One company that might learn this the hard way is Frontier Airlines. The airline recently changed its standby
policy. In so doing, they angered a very vocal customer. But he wasn’t
the only one upset by Frontier’s approach.