I hadn't intended to comment any further on my earlier BA web marketing blogs (Is now a good time for BA to do web marketing? and More on BA's web marketing) but BA sent me another email.
In my earlier blogs, I questioned whether BA was likely to achieve a high Marketing Return On Investment from new email marketing campaigns given the current major 'PR' problems with Heathrow Terminal 5.
In Friday's email from BA, the subject title was 'How well do you know Scandinavia?' In 2 nanoseconds, my mischievous mind responded with 'Probably not as well as my luggage!'
Which reinforces my point. Although the email is good (briefly providing information about the Scandinavian capitals with plenty of ideas for a short break), it was eclipsed by my current view of the BA brand due to the massive publicity given to their current problems.
It did succeed in tempting me to consider what other airlines would fly to Scandinavia which probably wasn't BA's desired web marketing objective.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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