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How not to over promise and under deliver, it’s a matter of dollars and cents [Pt. 1]

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Sexy, Right?

If you’re reading this, then you are probably like me- a consumer advocate first and foremost, and always looking for ways to see your business through fresh eyes. The buzz word du jour is experience, and I honestly believe we all want to deliver it, but often businesses are caught up in that other buzz word (which is ultimately more popular, yet never uttered publicly), profit. We as companies spend billions in marketing and advertising and have found great success in lowering our costs and expanding our reach using the online space. As you well know, the right campaign online can result in robust and meaningful returns if we can only tap into the powerful undertow of it’s viral nature. We use inexpensive mediums to capture consumer attention, but surprisingly, many fail to deliver in a variety of ways if at all- hence the title and contents of this article.

Here’s a case study

In this article, my case study centers around a very sexy ad campaign, and I’ve placed their most popular ad above for you to view. This is an offline campaign that is exactly targeted to my demographic; I know this because it’s a magnet for me when it airs. I typically look up from whatever I’m doing to see the latest from Korean Air because it targets directly my tastes, my needs, and my consumer expectations. If we’re friends, then I might have even mentioned them in conversation, but that was well before I took the bait.

In full disclosure:

I’ve never flown Korean Air, and their service is probably extraordinary. I personally long for the days of flying being a special occasion, first class service, and a return to service over cheap, in fact, you’ll likely catch me watching Pan Am on Sunday nights and/or lounging in a trendy upscale hangout downtown called the Hangar Lounge, or even reading about Howard Hughes in my spare time, but that’s probably enough disclosure.

As I mentioned

I took the Korean Air bait, having seen all of the commercials- I thought, why not, let’s see what Korean Air is all about. I grabbed my laptop and tapped in and there it was. I’m not sure what it was. At first, I thought surely, this is not Korean Air, so I tapped it up in Google to vet my dismay. Looking at their website, and then back at their commercial, every possible stereotype of traveling abroad surfaced. As a consumer, my opinion of Korean Air was shattered…

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Benn Rosales is the Founder and CEO of The American Genius (AG), national news network. Before AG, he founded one of the first digital media strategy firms in the nation has received the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), and is well known for organizing the digital community through popular offline events. He does not venture into the spotlight often, rather he believes his biggest accomplishments are the talent he recruits and develops, so he gives all credit to those he's empowered.


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