It’s all about attention, and Jetblue knows it. They’re offering customers the chance to fly unlimited on their airlines from Sept 8 – Oct 8 for only $599. Story here.
“This is a way to get people to pay attention, with publicity that doesn’t cost the company much,” McAdoo said. “They’re doing this at a time when there are probably a lot of seats available anyway.”
Alright, it’s not really that great of a deal? I mean, you’re going to have to fly probably 5-6 times at least to make your money back. But that’s against the point.
The point is this is drawing all kinds of attention for Jetblue. Tweets, retweets, articles, blog posts, back links and probably mentions in podcast, Google groups, email newsletters, etc… You name it.
I love this concept. Why? Because it’s a zig when every other airline else is zagging.
In the past, if you made a customer angry by being negligent, you could pretty much ensure it would be swept under the rug. But as we’ve seen with Domino’s pizza and now with United Airlines, social media and the quick spread of content now makes it VERY easy to get noticed, in a bad way.
This band had their guitars broken on a flight and because they didn’t get any assistance/help from United, they made a song about it. I’m sure United wasn’t too happy about a few hundred thousand people learning about this.
There are a million examples of how negativity brings tons of attention. This is common sense. People love to pile on and love to hear more about negative than positive. Hey, we’re human, it’s just the way we are.
You’ll find this out if you write a blog. 90% of the people who read your blog will never comment. They lurk, and wait…
If you really want to get some reaction… go negative. Write a negative post. Complain about something. Put somebody else down. Do something that people can commiserate with. Be a jerk!
Yep, I said be a jerk… for ratings.
Ok, now, before you go do that, think about the consequences of “being a jerk” or “going blue”.
For one, you have to be able to take the heat. If you’re a nice person and not used to controversy, and you’re trying to “shock” people in a way that’s out of your own character… it’s going to hit you in your gut hard, and you may not recover.
It’s very hard to go blue and come back from it too. Once you go down that path, you may not be able to come back. And remember, you’ll always most likely be remembered for that one shocking thing you did, not all the good things you’ve done for years.
Are you sure you want to go there for ratings? For traffic? Think long and hard before you decide to go down the dark path.