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marketing Archives - David Werdiger

The Language of Mistrust

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Language constantly evolves, and we coin new words and phrases to fit the zeitgeist – the dominant set of ideals and beliefs at any time. While usually language and pop culture are reflections of this zeitgeist, features of said culture can be hard to identify because we are deep inside of it. However, by studying the new words that have been coined, we can get a greater insight into the trends around us. I’ve noticed the increased use…

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Membership has its Privileges? The Gamification of Loyalty

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The airline loyalty system has officially gone crazy. I was ready to board a flight from Houston to LA, and was pleased to see the big word “PRIORITY” on my boarding pass. The earlier I board, the greater the chance of finding a free bin to put my hand luggage. Thinking that I would be one of the first to board and positioning myself at the front of the pre-boarding area, I wait. Then the…

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Flight Attendants as Salespeople

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The role of the flight attendant is changing. Airlines are unbundling services – moving from the days of all-inclusive flight, luggage, food and entertainment to making all except the flight itself optional (and therefore paid) extras. This achieves two things: reduce the “headline price” of the flight to the bare minimum (which in turn can be used to confuse the market and make it more difficult for customers to compare offerings), and allow customers who…

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How to win a PR war

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Here is a simple, step-by-step, guide to winning a public relations war. 1. Be a victim. The world loves a victim. Victims are by definition helpless, so they need someone to help them (see 2a), and there are no shortage of do-gooders out there looking for victims to help (whether or not they can actually help them). It doesn’t matter if you actually were a victim, if you were a victim yesterday, 20 years ago, 200…

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Language and Marketing

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I’ve written previously about how language shapes the way we think because it frames the way ideas are expressed. This goes a lot further than “one man’s terrorist is another man’s freedom fighter” – what I’m talking about is social marketing – marketing campaigns to change public awareness and therefore behaviour on particular issues. These are typically used by governments to, for example, reduce drunk driving. What I’ve noticed recently is the use of language…

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How far to Sydney?

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The strangest thing happened the other day. I was booking a Qantas flight (from Melbourne) to Sydney, and I noticed that the arrival times had all changed. The flights leave every half hour, and the last time I booked one, the duration was 1:20. So the 5pm flight would arrive at 6:20pm. However, now, that same flight is scheduled to arrive at 6:25pm. I quickly went to Google Maps and checked: had Sydney moved 5…

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