Korean Air Embarrassment
Unhappy with how she was served nuts, Korean Air executive Cho Hyun-ah ordered a senior flight attendant off the plane. According to The Guardian, the macadamia nuts were served in a bag rather than on a plate:
"Cho Hyun-ah reportedly screamed at the flight attendant, who has not been named, for not asking her if she would like a preflight snack of macadamia nuts, and then for committing the egregious act of serving them in a paper bag rather than on a plate."
Critics say this situation exemplifies how a few Korean "controlling families," according to The New York Times, "have long been accused of running their companies like dynasties." Cho Hyun-ah was the company's vice chair and is the daughter of the owner. She has since resigned from her position.
Korean Air may face legal action in addition to the embarrassment it has already suffered. Investigators will decide whether Cho Hyun-ah's actions caused a safety violation.
In a statement, Cho Hyun-ah said, "I am sorry for causing trouble to the passengers and the people. I seek forgiveness from those who were hurt by what I did." The airline also issued a statement:
"As of right now, we cannot make a value judgment on whether or not actions were warranted or not. Korean Air regrets if it caused any inconvenience to its passengers in delaying flight 086 for 11 minutes in order to deal with this personnel issue."
Discussion Starters:
- What else, if anything, should Cho Hyun-ah do at this point? What about Korean Air?
- What went wrong in this situation? Start with the service standards, and then discuss Cho Hyun-ah's behavior.
- The pilot took orders from Cho Hyun-ah. Assess his position in this situation. What options may have been available for him, if any?
Rolling Stone Is Sorry for Its Apology
After its article about rape at the University of Virginia, Rolling Stone has made a couple of apologies. The article described a gang rape at a fraternity and other issues of sexual assault on campus. Since it was published, the Washington Post found some discrepancies in the story.
In a statement, the fraternity disputed some of the allegations and connections. They denied having a social event during the weekend in question, found no member of the fraternity working where the victim claims to have met him, and affirmed its commitment to the university's code regarding pledge initiation:
"Third, our Chapter's pledging and initiation periods, as required by the University and Inter-Fraternity Council, take place solely in the spring semester and not in the fall semester. We document the initiation of new members at the end of each spring. Moreover, no ritualized sexual assault is part of our pledging or initiation process. This notion is vile, and we vehemently refute this claim."
Rolling Stone Managing Editor Will Dana responded, at first, rather strongly.
"In the face of new information, there now appear to be discrepancies in Jackie's account, and we have come to the conclusion that our trust in her was misplaced. We were trying to be sensitive to the unfair shame and humiliation many women feel after a sexual assault and now regret the decision to not contact the alleged perpetrators to get their account. We are taking this seriously and apologize to anyone who was affected by the story."
Subsequently, the magazine issued a statement describing its reporting process in more detail and expressing regret for granting the victim's request to not speak with the alleged assailants. The tone is softer and accepts more of the responsibility rather than blaming Jackie's trustworthiness: "These mistakes are on Rolling Stone, not on Jackie."
Letters and articles in UVA's Cavalier Daily give us a window into discussions on campus about the story.
Discussion Starters:
- After reading the Rolling Stone and Washington Post articles, what's your view of the story? How
- Read a few letters and articles in Cavalier Daily. How do these shape your thinking about the Rolling Stone story?
Gap's Failed "Dress Normal" Campaign
Business Insider blames Gap's declining sales on its failed "Dress Normal" campaign. Created by agency Wieden+Kennedy, the ads feature celebrities and push the notion of normal as an individual belief.
According to Gap's press release, "the campaign is rooted in the same core values the brand has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves."
Criticism started when the campaign was announced and continues today, as Gap sales dropped 4%, in November compared to a 2% increase this time last year. Writers and analysts called the campaign "blah" and "too normal."
Maybe the campaign failed because people couldn't stand the bad grammar.
Discussion Starters:
- What's your view of the campaign? Read the press release and look at a few of the photos.
- Am I being too picky about the grammar?
Bill Cosby Falls into the Streisand Effect
Bill Cosby is having a tough month. Allegations of rape are haunting him, and he is trying not to respond. During a video interview with the Associated Press, the celebrity was put in a difficult position: He didn't expect questions related to these allegations, yet he got him. With his wife by his side, he gave few-word answers, sticking to his strategy of not engaging reporters' questions.
But then he made a fatal mistake, asking for the interaction to be cut from the published video. As crisis communication experts could predict, this made the clip far more alluring.
Cosby could use a lesson in the Streisand Effect. The phenomenon was named after the singer and actress Barbra Streisand filed suit against an organization that maintains photographs of the California coastline, which includes her Malibu estate. Rather than hiding the location, the suit had the opposite effect: People were increasingly motivated to find out where she lived and what he home looked like. Without the attention, experts say, few people would care.
During the interview, Cosby made such an issue of trying to squelch his non-response to the questions that the clip became newsworthy. He sounds silly and defensive-and we like that in a fallen star.
Discussion Starters:
- What's your view of the interview? What could Cosby have done differently?
- What other observations do you have about interactions during this segment?
Staffer Resigns After Comments About Obama Girls
A Republican staffer made negative comments about President Obama's teenage girls, apologized, and resigned. Elizabeth Lauten, communications director for a Tennessee representative, posted on her Facebook page during the annual White House turkey-pardoning event:
"Dear Sasha and Malia, I get you're both in those awful teen years, but you're a part of the First Family, try showing a little class. At least respect the part you play. Then again your mother and father don't respect their positions very much, or the nation for that matter, so I'm guessing you're coming up a little short in the ‘good role model' department. Nevertheless, stretch yourself. Rise to the occasion. Act like being in the White House matters to you. Dress like you deserve respect, not a spot at a bar. And certainly don't make faces during televised public events."
Video of the event shows the girls at the president's side during his speech and the traditional turkey-pardoning.
A Forbes writer criticized Lauten, noting that the event is silly, and the girls acted as expected: as awkward teenagers embarrassed by their father's "dad-jokes." Elisa Doucette also questioned Lauten's apology.
According to Doucette, this would have been a better apology:
I wanted to take a moment and apologize to Sasha and Malia Obama for a post I made on Facebook earlier today judging them at the annual White House turkey pardoning ceremony:
When I first posted on Facebook I reacted to an article and I quickly judged the two young ladies in a way that I would never have wanted to be judged myself as a teenager. After many hours of prayer, talking to my parents, and re-reading my words online I can see more clearly just how hurtful my words were. Please know, those judgmental feelings truly have no place in my heart. Furthermore, I'd like to apologize to all of those who I have hurt and offended with my words, and I pledge to learn and grow (and I assure you I have) from this experience.
Discussion Starters:
- After watching the video, what's your view of the girls' behavior? Are Lauten's comments justified?
- Compare Doucette's revised apology to Lauten's. What differences do you notice? What principles of business communication does Doucette suggest?
Voice Tone, Perception, and Salary
Researchers at UCLA and Duke University's Fuqua School of Business are discovering how voice tone affects careers.
In a Duke study, researchers found, "Women exhibiting a lowtched, creaky voice known as 'vocal fry' are considered less competent, educated, trustworthy, attractive, and hirable."
In a UCLA study, researchers found that charismatic leaders use their voice to their advantage. While some characteristics of charisma are in-born, others can be developed.
Acoustic scientist Rosario Signorella, interviewed by in a Wall Street Journal article, emphasized a leader's ability to manipulate his or her voice:
"My research shows that charismatic leaders of any type in any culture tend to stretch their voice to the lower and higher limits during a public speech, which is the most important and risky context of communication for leadership. . . . The voice is a tool that can be trained. Singers and actors train their voices to reach higher or lower frequencies. A leader-speaker should do the same."
A related Duke study analyzed 792 male CEOs in major companies and found that those with lower voices made more money, managed larger firms, and stayed in their CEO positions longer.
Discussion Starters:
- Why would male CEOs with lower voices enjoy such positive career outcomes? What's at play here?
- The UCLA study and second Duke study included only males. What, if any, conclusions might be drawn for women?
Takata CEO "doesn't view this as a crisis..."
According to business associates of Takata CEO Shigehisa Takada, he is calm and doesn't consider the airbag situation a crisis. Although at least five people were killed, eight were seriously injured, and millions of cars were recalled as a result of Takata's faulty airbags, the third-generation CEO doesn't seem overly concerned.
The company is being sued, and executives answered tough questions at a Senate Hearing recently. All signs point to a crisis. But, according to a Business Insider article, three people who spoke with Takada thought he denied the gravity of the situation. As one said, "He acts like this recall is going to blow by in due time and harbors little sense of crisis." Another said, "He's a nice man, very sincere and seemingly capable, but he doesn't view this as a crisis spiraling out of control."
In part, the article blames pressure from the large automakers, pressure from lawyers, and pressure from a former, powerful Takata executive, Takada's mother: "Imagine being her son and trying to exercise leadership with her buzzing around you. He's paralyzed to make decisions on his own."
Discussion Starters:
- Does Takada need to act differently? Should he be more visible?
- Describe possible pressure from clients, such as Toyota and Honda. What are their concerns in this mess?
- What about attorneys? What are their concerns for the company?
Old Navy's Plus-Sized Clothing Policy
Responding to criticism, Old Navy has changed its policy for returning plus-sized clothing but not its pricing. Renee Posey posted a complaint and started a Change.org petition because the company is upcharging for larger women's clothes but not men's.
Gap, Old Navy's parent company, issued this statement:
To Renee Posey and our valued Old Navy customers:
Recently, important questions were raised about Old Navy's women's plus size line, which has given us an opportunity to hear invaluable feedback from our customers. What we've heard from you has inspired us. We'd like to keep the conversation going.
There's a lot of room for improvement in the way plus-size clothes are designed and marketed throughout the industry-at-large. At Old Navy, a significant amount of work is invested in making sure plus-size women feel beautiful and on-trend at a price they can afford when they wear our label. Not many apparel brands can say that they've had a dedicated plus size line for as long as we have (since 1994). But, we always want to learn and see how we can improve.
Today, it starts with doing more. We will do a better job communicating the value we provide to plus-size customers and begin forging a stronger relationship with customers. As a result of customer feedback, we are updating our policy to allow in-store returns of women's plus size clothes, starting December 5. We also hear loud and clear that Old Navy needs to be better about engaging with our plus size customers.
To that end, Old Navy will be forming a new customer panel to gather insights that will further enhance our plus size collections. This group, which will kick off in January, will focus on discussion, fashion brainstorming and product feedback directly to the Old Navy design and marketing teams. Meeting four times a year, they will test drive new Old Navy women's plus designs and serve as a sounding board for the Plus Design team. We are excited about the ways in which their input will enhance the Old Navy customer experience.
Some of our customers have pointed out that our women's plus line is priced differently than our men's extended sizes line and they're right – it is.
It's priced differently because it is different. We invest more in our product, and we're proud of what we deliver.
Looking back, we have not done enough to celebrate what is unique and special about Old Navy's plus line. Thanks to the work of a dedicated plus design team – a rarity among our competitors -- we create patterns specifically for our women's plus size line to ensure the best fit and experience.
The reality is that while our men's line is meant to provide affordable, fashion-forward options for various shapes, sizes and heights, men have different needs when it comes to fashion. Our men's line embraces the same values of fun, fashion and family, but our extended-size menswear is the exact same design and therefore the exact same price.
We plan to continue to offer women's plus fashion essentials at accessible prices.
Clothes are meant to be empowering, flattering and a way to express your personal style. Old Navy is proud of the clothes that we create for fashion-forward women of all sizes.
Sincerely,
Edie Kissko, Old Navy spokesperson
Although Old Navy didn't commit to changing its pricing, Posey posted a comment on Change.org calling the result a "success." At the same time, she acknowledged, "These are important first steps that will lead to the further changes we would like to see..." Following is the first paragraph, and the entire post is here.
Hi Everyone!
When I started this petition a couple of weeks ago, I had no idea what it would lead to. I thought a few people who know me might sign and that would be that. With over 95 thousand supporters at the time of this writing, I think it's safe to say that the results have far exceeded my expectations! Read more.
Discussion Starters:
- How convincing do you find Old Navy's response? Would you call it a "success"? Why or why not?
- What's your view of the policy? Is it fair, unfair, or something in between?
Twitter's Twitter Fail
It happened to Anthony Weiner; now it happened to Twitter CFO Anthony Noto. No, not sexting, but both posted tweets they thought were sent as direct messages.
Speculation about which company Twitter is planning to acquire abounds, but spokesperson Jim Prosser confirmed only that Noto intended to send the message privately. As a Twitter executive since only July, maybe Noto is still learning the system. He deleted the tweet.
Discussion Starters:
- Explain to a novice the difference between a tweet and a DM.
- What else, if anything, should Twitter say about the situation? In addition to deleting the errant tweet, should Noto comment on the mistake?
Takata Answers Questions About Faulty Airbags
After weeks of recalls, airbag manufacturer Takata was pressed to answer questions at a Senate Hearing. Senior Vice President of Quality Assurance Hiroshi Shimizu apologized:
"Even though millions of Takata air bags have inflated properly, saving lives and avoiding serious injuries in hundreds of thousands of accidents, any failure of an air bag to perform as designed in an automobile accident is incompatible with Takata's standards for highest quality assurance. We are deeply sorry and anguished about each of the reported instances in which a Takata air bag has not performed as designed and a driver or passenger has suffered personal injuries or death. Our sincerest condolences go out to all those who have suffered in these accidents and to their families."
Shimizu took the brunt at one point from Senator Dean Heller of Nevada: "I think there was something amiss in your testimony and that was that nowhere does Takata say they take full responsibility. Does Takata take full responsibility for this tragic defect?" With an explanation about anomalies, Shimizu responded, "Yes."
The airbags have caused at least five deaths and many injuries, and the problem seems to be dragging on. It could take years for the recalled bags to be fixed, and the company hasn't yet found a solution.
Discussion Starters:
- Assess the Senate Hearing questions and answers. What, if any, part do you think cultural differences play in the executive's responses?
- Why isn't the CEO, Shigehisa Takada, responding to questions?
- What's the relationship between Takada (the CEO) and Takata (the company name)? (Hint: The explanation is similar for Toyota and its CEO.)
University Presidents Respond to Sexual Assault Charges
University presidents are under pressure to respond to charges that they aren't doing enough about sexual assault. Following are two examples: University of Virginia and Lincoln University of Pennsylvania.
University of Virginia President Teresa A. Sullivan wrote a letter after a Rolling Stone article criticized the university's response to a rape in a fraternity. The letter has since become one of many posted on the U.VA's website attempting to address anger and disappointment at Sullivan's response:
"UVA president Teresa Sullivan responded quickly, explaining, rather underwhelmingly, that her administration was 'marshaling all available resources to assist our students who confront issues related to sexual misconduct.' On Wednesday, Sullivan requested an investigation of a campus fraternity specifically mentioned in the original piece. But for many in the UVA community, this isn't enough." (Slate)
Anger was fueled partly because the university appointed an investigator who is an alumnus of the fraternity.
A Chronicle article examined how Sullivan's second letter differed from her first. In a side-by-side comparison, the author compares Sullivan's defensiveness in the first letter to her acceptance in the second. In the first letter, she uses more "we" language; in the second, she seems to take more personal responsibility by using "I" more often. In the second letter, she identifies new steps the university is taking immediately. And in the second letter, she uses the term "rape," rather than "sexual assualt," "sexual misconduct," and "sexual violence." In later messages, she refers to "gang rape."
In related news, Lincoln University of Pennsylvania President Robert R. Jennings recently resigned when critics couldn't be appeased. During a convocation for female students, Jennings said, among other comments:
"Why am I saying all this, ladies? I'm saying this because, first and foremost, don't put yourself in a situation that would cause you to be trying to explain something that really needs no explanation had you not put yourself in that situation."
Discussion Starters:
- What can crisis communicators learn from the U.Va. experience?
- Read all of the communications on U.Va.'s web page about sexual assault. What else do you notice about tone and messaging?
- What are your thoughts about the former Lincoln University president's comments? Did those who encouraged his resignation do the right thing?
Jerks Have No Clue How They're Perceived
A new Columbia Business School study tells us that people don't see themselves as others see them at work. The study, "Pushing in the Dark: Causes and Consequences of Limited Self-Awareness for Interpersonal Assertiveness," to be published in Personality and Social Psychology Bulletin, concludes that people either over- or under-estimate their assertiveness. Jerks don't know they're jerks, and people who feel like jerks aren't thought of that way.
A Columbia Business School press release summarizes the results of one of the four studies to be published:
- 57 percent of people actually seen by their counterpart as under-assertive thought they had come across as appropriately assertive or even over-assertive.
- 56 percent of people actually seen by their counterpart as over-assertive thought they had come across as appropriately assertive or even under-assertive.
In other words, people have a 50/50 chance of accurately assessing how they were perceived. As the authors say, "Surprisingly, many people seen as appropriately assertive by counterparts mistakenly thought they were seen as having been over-assertive, a novel effect we call the line crossing illusion." Studies involved an online survey and MBA students enrolled in a negotiations course at Columbia.
Discussion Starters:
- Are you a jerk? Do you think you may have been overly assertive at some point without realizing it?
- How about the opposite: Can you think of a time when you may have felt too assertive, but others perceived you as acting appropriately?
- How do these study results help managers and employees?
Florida State Responds to Shooting
At about 12:30 a.m., someone entered a library at Florida State University and shot four bullets. Three people were injured, and the gunman was shot dead by police when he failed to put down the gun and shot at one of the officers.
Tallahassee and university police officers assured people that the campus is safe, emphasizing that this was an "isolated incident" with "one person acting alone."
Messages on FSU's emergency alert page described the situation and announced that classes were cancelled for today. The site included this statement from the university president.
MESSAGE FROM UNIVERSITY PRESIDENT JOHN THRASHER REGARDING CAMPUS SHOOTING
The Florida State University community is extremely saddened by the shootings that took place early this morning at Strozier Library, in the very heart of campus, and our thoughts and prayers are with the families and loved ones of all those who have been affected.
The three students who have been injured are our highest priority followed by the needs of our greater university community. We will do everything possible to assist with their recovery.
Over the past few hours, I have received several briefings from administrators and law enforcement regarding campus safety and security, and they have established that this was an isolated incident. Florida State University and Tallahassee police departments have done an extraordinary job taking quick and decisive action to prevent further tragedy, to secure the scene and to keep campus safe. They have assured me that there is no further threat.
We are increasing security measures and providing a strong law enforcement presence on and around campus today. I have great confidence in the abilities of our local law enforcement agencies to handle this matter.
As we try to make sense of what is a senseless incident, the Counseling Center and Employee Assistance will provide counseling and support for FSU faculty, staff and students affected by these events. Should anyone need or desire such services, please contact the center at the Askew Student Life Building or call (850) 644-2003.
We will continue to share information with you regarding this matter as it becomes available.
Discussion Starters:
- Analyze the three police officers' statements in the news conference. Although we see only short segments, describe their roles in providing information. How did they divide content, and do you find the information useful and relevant?
- What should be the university president's next step in communication?
Uber's Questionable Ethics
Uber's senior vice president of business Emil Michael made a mess for the company. At a dinner in NYC, Michael suggested paying $1 million to research information about members of the media: "your personal lives, your families." Michael's comments were directed particularly to Sarah Lacy, who wrote a scathing article about sexism and misogyny at Uber. BuzzFeed notes that this comment comes on the heels of Uber's commitment to improve its image and relations with the media.
A BloombergBusinessweek article notes Uber's history of retaliating against people who speak against it. Although later reinstated, a driver's account was deactivated after he posted a negative tweet about the service.
In a statement through his publicist, Michael, who said he thought his remarks were off the record, apologized:
"The remarks attributed to me at a private dinner-borne out of frustration during an informal debate over what I feel is sensationalistic media coverage of the company I am proud to work for-do not reflect my actual views and have no relation to the company's views or approach. They were wrong no matter the circumstance and I regret them."
In 13 tweets, Uber CEO Travis Kalanick explained the company's position.
Tweet 14 apologized to Sarah Lacy.
Uber's head of communication also weighed in via Twitter: "We have not, do not and will not investigate journalists. Those remarks have no basis in the reality of our approach."
Discussion Starters:
- Was it unrealistic for Michael to consider his comments at a dinner "off the record," or did the journalist at the table act inappropriately?
- What should Uber do to regain trust?
- Should Michael be fired?
Educause's Technology Research
Educause Center for Analysis and Research (ECAR) has published its findings about students' use of technology. The survey instrument asked undergraduates about their experience with individual devices, school technologies, learning environments, and personal preferences. More than 75,000 students and 1,700 faculty members in 13 countries participated.
ECAR produced several resources to explain the findings:
Discussion Starters:
- Which of the three resources (report, infographic, and PPT) do you find most accessible? Easiest to understand? Most comprehensive? Best organized?
- Of the survey results, what do you find most and interesting? Most and least surprising?
- Analyze the report. Consider the audience, organization, writing style, graphics, and so on. What works well, and what could be improved?
Goldman's Image Makeover
In the fight for programmers, Goldman Sachs is up against Silicon Valley, known "as the promised land of flip-flops, beanbag chairs, and million-dollar stock options." Potential recruits think of Wall Street firms as stodgy, and they worry they're be stuck in a back office, away from where the real business happens. In part, Goldman is selling its variety of work and clients compared to Silicon Valley, where a Goldman managing director said students might work with only one application.
Goldman is using technology to create a hipper image. A new website shows the role of technology in the company, a Google Hangout connected computer scientists and Goldman recruiters, and short videos were created on these topics:
- Builders and Innovators Summit
- Careers
- Stories of Progress
- Employee Affinity Groups
- Citizenship
- Talks@GS
- Outlook
- Our Thinking
- 25 Ways We Saw the World Change in 2013
In the end, according to the New York Times Dealbook article, recruits may be lured by Goldman's "generous compensation" packages.
Discussion Starters:
- What's your perception of technology positions on Wall Street compared to Silicon Valley?
- What is Goldman's best strategy for encouraging applications? Should it focus on image, compensation, or some combination? What would change your thinking about the company?
NFL on Social Media
NFL teams have to be as tough on social media as they are on the field. Jerry Knaak, the Oakland Raiders' director of digital media says, "You're getting instant feedback, which is invaluable. But you have to have a very thick skin and have to understand that that's part of it. It's sports. People are going to vent."
When the Raiders tweeted, "An 0-8 record isn't good, but many positives have come out of the first half of the season," the team got several negative responses. But that's expected on social media.
Experienced sports media people offer sound advice for organizations tweeting on game day, particularly when games aren't going well. Kevin Griffin, the Cleveland Browns' vice president of fan experience and marketing says, "You had to be very, very conscious that you weren't trying to make it look better than it actually was. People can see right through you. There's a level of credibility that you have to maintain."
Griffin suggests what we discuss in Chapter 3 of the textbook-social media is about the conversation: "Not that we hide or run from it, but we don't want to be negative. The default is always: You don't have to do it. It's not like it's going to cripple your business. It has to be a natural conversation."
Discussion Starters:
- Read some of the Raiders' tweets during the game. How do you see the team engaging followers and fans?
- Now read some of the responses. How would you characterize them? How should the organization respond to negative tweets?
Twitter's Convoluted Strategy Statement
You might think that Twitter could write a clear, succinct strategy statement-perhaps even within 140 characters. But that's not the case, and the company is getting hammered for it.
"Reach the largest daily audience in the world by connecting everyone to their world via our information sharing and distribution platform products and be one of the top revenue generating Internet companies in the world."
When Anthony Nolo, the company's new CFO, read the statement at an analyst meeting, he stumbled in the middle and said it was a "mouthful."
As expected, the Twittersphere has been poking fun of the statement and criticizing the writing.
I would add hyphens too. #BetterTwitterMissionStatements lists serious and playful alternatives.
Discussion Starters:
- Although some critics call it a mission statement, the company says it's a strategy statement. What's the difference?
- Can you identify the two grammatical errors? How about the missing hyphens?
Ads Encourage Risky and Unhealthy Behavior
A new study showed that people who read promotions about diet aids ate more.
To be published in The Journal of Public Policy and Marketing, the study exposed people to two versions of messages. Both groups read a warning about high-fat diets, but one group read this additional text: "Until now! Introducing Chitosan Rx Ultra," a weight-loss aid "capable of absorbing up to 60 percent of the fat in your food." When given a plate of cookies, people who saw the message about Chitosan took significantly more cookies, and some took all 30.
The study authors conclude, "Why make healthier food choices to manage weight if a weight-management drug can manage your weight for you?" In a related study, participants exposed to ads for debt consolidation made riskier financial decisions.
Calling something a "supplement" didn't have as drastic results as calling something a "drug." One of the authors explains the distinction: "With the supplement, the very name reminds you that this is supplemental to other health protective behavior. They think [losing weight] is something they have to do as well … but people believe that the drug alone will take care of the problem."
Discussion Starters:
- What, if any, responsibility do diet drug companies have in advertising?
- The Bureau of Consumer Protection published a website to help people spot false claims of weight loss products. How useful do you find the site?
Spirit Airlines Offers Miles for Hate
Here's a new marketing strategy: Ask customers why they hate you and reward them for it. Spirit Airlines encouraged responses in exchange for 8,000 frequent flier miles: hate for eight, or H8. The company received more than 30,000 comments.
In a press release, the company promotes its "State of Hate Report." According to Spirit's President and CEO Ben Baldanza, "I think if any organization asks for feedback you would expect the vast majority of responses would be directed at the company that seeks it. But in this case we were surprised that most consumers chose to share their frustrations about other airlines." In an infographic, Spirit explains the campaign and the results. One of the graphics shows the distribution of hate.
On another video, a cartoon character news reporter reviews the survey results and encourages more responses.
Discussion Starters:
- Describe the company's strategy for the campaign. What do you think Spirit's management team hoped to accomplish?
- Would you consider the campaign successful?
- What's your view of the two videos and the infographic? Consider Spirit's audience and the company's messages.