Brewer's Droop #208
I once read somewhere that “a bargain is something you don’t need, at a price you can’t resist” which, cynical as that may be, is actually quite close to the truth.
At least, that’s what the advertising industry believes which is why that thing called the “special offer” is so popular these days.
But what exactly does an advertiser expect to get in return for his Special Offer? Presumably more sales and hopefully more profit.
So it strikes me as odd when SAA tells me they have a “special offer on an airfare to Lagos”.
Didn’t anyone stop and think about what the consumer wants before they started slashing the fares? I mean, I honestly cannot visualise a bloke seeing that message and being so excited that he phones his wife immediately and says “Betty, I’m taking you to Nigeria for our anniversary, it’ll be so romantic”.
On the other hand, there will be a lot of businessmen who will probably be very pleased. But here’s the thing, if a man (or woman) has to go to Lagos then, believe me, he HAS to go to Lagos because he can’t back out of it. It’s NOT an impulse purchase and it’s not optional.
So why lower the fare?
It’s a completely different thing when P&O send you a promotional letter saying they have some reduced price cruises around the Caribbean. Now that’ll definitely put a bounce in Betty’s bikini.
British Airways have got the right idea. Now that SAA doesn’t fly between Cape Town and London anymore BA have actually increased their prices on that route. They won’t be making Special Offers any time soon, you can count on it. That’s the spirit lads – put the boot in and make all Capetonians suffer.
What other options do travellers have? Well, they could fly SAA via Johannesburg (making it a 19 hour journey instead of 12) or they could fly via Dubai (20 hours). Yes, I can just see the British Airways Operations Team saying “I reckon we can squeeze another R2k on that route boys.”
What SAA did by pulling all international flights out of Cape Town was a national disgrace and the financial impact on the area, if not the whole country, is still yet to be felt (because it’s axiomatic that a large number of tourists will go somewhere else).
On the bright side, the Gupta family could start a flight between Ysterplaat Military Airport and RAF Brize Norton I’m sure. It would be a great trip. Hostesses in saris and curried eggs all the way. And think of all the politicians and diplomats you’d rub shoulders with.
DOES BANNING THE ADS REALLY WORK?
Between 2010 and 2011 smoking in the UK for 11-15 yr olds increased by 31.8%. Banning tobacco ads didn’t work with that age group then? And I doubt they’ve worked here either. Massive ERROR! But, I know! Let’s ban alcohol advertising too. Pretty soon we’ll have hundreds of thousands of smoking and boozing 11 year olds.
Winter’s almost here so find a way to keep warm – preferably someone hot.