Brand Strategy Beats Price Tactics
My nose may not have been bloodied and my body dragged off a plane, but I faced my own travel crisis this week. And that experience proved that one company’s ongoing, consistent brand message, embedded deep in my psyche, was about to finally pay off.
It all started at the airline check-in counter. Delta, an airline that has never done anything to endanger my loyalty, presented me with a dilemma: My one-stop flight to Ottawa was in jeopardy because the first leg of the flight was delayed, meaning I would miss my connection.
If you’ve ever tried to fly to Canada, you already know there are limited options. And despite Ottawa being Canada’s capital city, Delta only offers two daily flights from Detroit.
I HAD to be in Ottawa first thing Tuesday morning to help my son move out of his dorm, and make our afternoon flight home. The Delta agent could not have been more helpful as she tried to rebook me multiple ways to get me there. Finally, I agreed to fly to Atlanta, then onto Montreal and would rent a car to drive the 2-hours to Ottawa.
Rearranging my car rental proved to be the bigger challenge.
To be honest, I haven’t been a loyalist to any particular rental company … until now. I typically use a website like Travelocity to compare prices across all brands, then rent from the cheapest option. So, when making my original rental, Budget had won the price war.
So there I was, sitting on the floor at the packed airline gate, my flight to Atlanta about to depart, and I’m frantically trying to rearrange my car rental before my cell phone dies. I call the Budget desk in Ottawa and tell them my dilemma. They suggest I call the Budget desk at the airport in Montreal. I make that phone call but am serviced by one of the most incompetent of all customer service agents.
He speaks so quietly I can barely hear him, so I say (politely I might add) “I’m in a noisy airport and can barely hear you, would you mind speaking up?” Apparently he has no volume capabilities because I continue to strain to hear him.
After explaining (again), that I need to rent an SUV at the Montreal airport and return it to the Ottawa airport, and after he repeatedly says “You’ll return it to the Montreal airport, right?” I ask to speak to his supervisor. He puts me on hold and then — wait for it — after a few seconds I’m listening to the dial tone. Gee, what a surprise.
The gate agent begins the boarding process and now I’m in full panic mode.
I Google car rental options at the Montreal Airport and while lots of options pop up, I see that Enterprise has a 4-star rating (Budget has 1 star). And that’s when the Enterprise brand tag line (“We’ll pick you up!”) quickly translates in my brain to “We’ll do anything for you!”
And sure enough, my Enterprise experience was fabulous … from the minute I got them on the phone, explained my need, to the drop-off in Ottawa. And, they did go the extra mile since their rental desk closed at midnight, and I wasn’t landing until after midnight, they left the rental agreement and keys with at the National car rental counter which was open until 1am. WHEW!
Calm, cool and cooperative during my personal crisis, I want to shout from the rooftops, “Thank you Enterprise, for picking me up when I was down … way down.”
And the company's long-invested marketing strategy and messaging paid off big time for this customer. Forget shopping for the cheapest option. Forget renting from the Budget folks. Enterprise will be rewarded with my ongoing loyalty.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.