Hates Commercials
Gbeck comments, "So, I've seen 3 different commercials on why I should use the Springfield-Branson National Airport and, based on these informative commercials, I have come to the following conclusion: If you have the money of Doug Pitt, Brooke O'Reilly or Tim Rosenbury, it is very convenient to fly out of Springfield. However, if you’re like the majority of people in the Springfield area, you don't have the pocket change these people have to pay the extra it costs for this convenience. The O'Reilly commercial is extremely offensive. If I had a family of 5, as she does, it would cost me $1,000 more ($200 per person) for the convenience of Springfield. Driving to Tulsa, St. Louis, or Kansas City, paying for parking and even staying the night is far less than $1,000. So, if your ads are aimed at families that have a net worth of a few million dollars, then I would say your ads are successful. If the aim is to offend the rest of us, you have succeeded at that as well. Who's next? John Q flying on a commuter jet?"
Interestingly enough, our market research shows two groups of people more inclined to fly from other airports: infrequent flyers (regardless of income), and those in higher income brackets.
Kent
Follow-up on this subject…
The tab for producing the commercials was picked up by the airport and the Springfield Business and Development Corporation. The SBDC is part of the Chamber of Commerce. Cost to the airport: $8,225. Cost to the SBDC: $10,000.
Kent
A reader has brought to my attention that I missed a question in an earlier post: who did the airport's market research and how much did it cost? It was done by Jerry Henry and Associates for $12,982. The company is located in Nixa. The airport paid for the research. Apologies for missing the question earlier.
The research firm didn't tell us how to advertise—so don't blame them. Blame me! We knew going into this that fault would be found with the advertising—regardless of approach. That being said, we are listening to what you have to say and will consider it as we move forward.
3 Comments
Reader Comments (3)
I see his point, I think Mr. Pitt was the wrong person to select. I would love to see an ad like Springfield your hometown airport and offer like free newspaper, free coffee, which are cheap perks that people would enjoy.
I too am truely offended, and I would say many others are as well. Oh ya, what a good add to show why these people fly out of Springfield. Let's see, Brad Pitts brother likes to fly because....., Brooke Orielly, the volunteer who spends family money flying, Matt Gifford who the Cardinals fly around, Tim Rosenbury, whose company flies him around, what a joke. If that is what your market research shows, maybe you should hire a new firm. It is no wonder you can't add airlines, routes, or get cheaper fares. We are tired of hearing, the prices won't go down until more people use the airport, and more people won't use the airport until prices go down. Then you have the nerve to explain why a bunch of rich people like this airport. I would like to know if you will be contacting the local college student flying home for Christmas, and ask why they fly from Springfield, or the husband and wife that work full time and are taking their three kids to see the grandparents, or the young couple who just got married, and are on their honeymoon. Ask them why they went to Tulsa, KC or St.Louis. How much money did you spend on the firm to tell you that infrequent fliers and rich people like to fly from other airports. How much money did you spend on this add.
I too am not so cheery about your poor add candidates. Oh pitiful them, who go to the extreme to fly out of SGF. Do us a favor, pull the ad now, and come back with something that the common folks can live with and not be offended. I noticed one answer that you did not give to one of the previous comments. How much money did you spend on this research firm who gave you all of the great ideas. Who foot the bill for that money. Is that research firm located out of town. I suspect they are, as from what I can gather, the only experts in the world are somebody who is brought in from out of town at a high price. Did you consider hiring somebody like the statistics class at Missouri State to do this research. My guess would be no, as they are local, and must not be very smart, so lets get some out of town firm to research this for us, bill us huge amounts of money, and then tell people what the experts say.