The article discusses British Airways' (BA) advertising strategy, which prioritizes emotional brand advertising over direct sales-focused ads. The key insights are:
BA's conversion moment happens online, where customers have many price-competitive options. BA cannot win on price alone against low-cost carriers like EasyJet and Ryanair.
BA's strategy is to get customers excited about traveling and associate that excitement with the BA brand, making it the default premium airline choice. This avoids direct price comparisons.
BA's ads focus on evoking an emotional response and setting high customer experience expectations around amenities like better seats, food, and service. The goal is to shift the conversation from "Is BA worth the premium?" to "Do I want to downgrade to a low-cost carrier to save money?"
This branding strategy is part of a cohesive effort that extends beyond just the ads, encompassing the entire customer experience from the food menu to the safety video.
The article draws parallels to Target's strategy of shifting from price competition to an emotional, experience-driven proposition, as well as Zara's move upmarket despite fast fashion competitors offering rock-bottom prices.
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by Michelle Wil... в michelle-wiles.medium.co... 04-10-2024
https://michelle-wiles.medium.com/why-does-british-airways-spend-so-much-on-ads-that-arent-designed-to-sell-flights-fd8931480e8bДополнительные вопросы