Every now and then things happen in the marketplace that, if acted upon quickly enough, can provide a unique occasion to connect with consumers in a powerful and lasting way. Capitalizing on these opportunties requires an organization to be quick, nimble and willing to make decisions and get approvals within a very short timeframe.
Such opportunities have currently been created by the new travel environment being created by the backlash of security from last week's foiled terror plot in the UK. Now, don't get me wrong - I'm not talking about taking advantage of people's fears and insecurities for profit during a time of crisis (a la the record profits oil companies are making while we pay $3+ a gallon at the pump).
What I am talking about is adapting your offerings to create a stronger bond with consumers due to addressing new needs they may be struggling to meet.
For example, thousands (or millions) of business travelers are in quite a unique predicament as they prepare for their next overnight trip. Any savvy business traveler would avoid checking a bag on an overnight trip like the plague. However, due to new regulations, no toothpaste, hair gel, lotions or other liquid or gel based toiletries can be taken on board. This means that business travelers either have to check a bag to take toiletries or they have to buy all new at their destination.
So here's the opportunity - Why doesn't a business travel hotel chain quickly partner with high end toiletries manufacturers to put together a branded kit that will be given to all business travelers as they check in? This becomes a combination of a sampling opportunity and an opportunity for a hotel chain to further their connection with business travelers in a time where they have a new need they don't yet know how to fill.
The reality is that opportunistic marketing scenarios pop up all the time - usually in more mundane ways than what's taken place this week. In order to take advantage on a moments notice, an organization needs to plan ahead. You need to know exactly how you will make it happen when it comes around - because it most certainly will not be business as usual. You may need to skip steps, streamline approvals, bypass testing. Not every organzation can make that happen.
But unique opportunites to connect with consumers await those that can.
Or an alternative or an addition... what about the hotel chain offering a "recycle" center? A place where travelers who've purchased (or have been given) new toiletries can drop off the unused portions and have the returns distributed to local charities or homeless organizations? In return, the hotel could, as you say, offer the toiletries free or offer a gift certificate in a partnered promotion or they could offer a discount on the current or a future stay.
The traveler who didn't want to check a bag on the front leg of the journey probably wouldn't want to do it on the back leg, either, so this might be a way to alleviate some of the sting of having to buy $15 worth of stuff every trip (or more).
Plus, this type of campaign would generate a ton of publicity and - undoubtedly - copying.
B*Mann
Posted by: B*Mann | August 22, 2006 at 08:59 AM