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Clever Vs. Consistent
The advert for cheap flights to L.A. simply read:
Los Angeles. From/one way, incl taxes.
It was clever of the marketing department to pick up on the news that’s top of mind and there’s no doubt the ad got plenty of attention in the moment. Maybe the airline even sold some extra flights.
It’s tempting to be the kind of marketer who seeks fleeting attention to boost short-term outcomes or the kind of leader who rewards it. It’s much harder to be the one who consistently delivers value by making and keeping promises to customers you care about, not just on the days when there’s a juicy headline to ride the coattails of.
Image by Tsega Dinka