Cory6188 From United States of America, joined Feb 2004, 2735 posts, RR: 5 Posted (11 years 1 month 4 days 18 hours ago) and read 4711 times:
I went on to DL's website earlier today, and I noticed their new slogan "good goes around" - what exactly is that supposed to mean? Nothing against DL here, but that doesn't make any sense to me, and it has nothing to do with being an airline. If good goes around, does that mean bad eventually comes around as well? I mean, if the good can only be in one place at a time while it's going around, there has to be something to balance it out, so that means that bad might go around as well. Also, why can't it be "great goes around"? Is DL only good, not great? But I digress - that was my stream of consciousness thought process when I saw their new slogan. What do you think? I'd love to know how much the marketing genius that came up with this simple statement was paid.
Cory6188 From United States of America, joined Feb 2004, 2735 posts, RR: 5
Reply 5, posted (11 years 1 month 4 days 17 hours ago) and read 4651 times:
I guess that's a logical response - I hadn't really considered it that way. Even so, it doesn't relate to flying in any manner. For example, I like AA's "Something Special in the Air", CO's "Work Hard, Fly Right", or UA's old "Fly the friendly skies of United."
Wjcandee From United States of America, joined Jun 2000, 6053 posts, RR: 22
Reply 8, posted (11 years 1 month 4 days 16 hours ago) and read 4554 times:
My recollection is that there was some speculation that Delta raced the fares and fare advertising out because the story was going to break and/or the competition was going to try to upstage them. My guess is that their agency has a whole *image* advertising campaign built around the slogan that hasn't been launched yet. I.e. the details of the Simplifares beat the image portion of the campaign. That's at least a fair guess. Perhaps the stupid slogan will seem much less stupid after we see the campaign based upon the slogan. (Like, say, Delta's simplifares allow some small businessman to fly somewhere to close some deal which saves his company which saves people's jobs which lets someone have insurance on which they get a lifesaving operation at the Mayo Clinic, and they fly there on Delta. See? Good goes around. By lowering fares, it's good for you and good for us. Or some ridiculous tripe like that.)
Zone1 From United States of America, joined Jan 2005, 1036 posts, RR: 6
Reply 9, posted (11 years 1 month 4 days 16 hours ago) and read 4538 times:
Just as long as Grenstien doesn't have any plans on changing Wavy Gravy to the sky and clouds picture on their front page, I'm fine with it. I like your idea for a commercial, Wjcandee. I've also noticed ads for Simplifares over the Internet. Specifically it was Yahoo's main ad all today. Hopefully this new thing is getting them some new or winning back some old customers. People might finally realize that LCCs are not always the cheapest. It might even get some people to fly Song by just going to Delta's website and searching for flights to leisure destinations.
Baw716 From United States of America, joined Nov 2003, 2045 posts, RR: 26
Reply 14, posted (11 years 1 month 4 days 13 hours ago) and read 4412 times:
It constantly amazes me how much ad people get paid to come up with slogans which mean absolutely CRAP!
However, (and unfortunately), you have to ask yourself this question:
How did you FEEL about the ad???
What kind of emotional response did you have?
a) positive b) negative c) don't feel anything
If the answer is A, they have a REAL winner. If the answer is B, they got your attention, which is half the battle. You may not like it, but you paid attention and you had a response (marketing 101).
If the answer is C, it just plain sucks.
Since a lot of you seem to have some kind of emotional response, albeit negative, the slogan is effective....it got your attention. It got you curious. It got you to ask the question what the f... are they doing? If it gets you to think about them and they drive the message home and eventually they tweak it in such a way that you become accustom to it and eventually comfortable with it, then at some point, you will buy it. Or so the experts tell me.
I do know that brand development and management is a HUGE piece of a overall marketing strategy for a company and owning my own company and developing my own brand, I know it takes a lot of resources to get your name out there and known. Why do you think everyone went nuts when United dropped the "friendly skies" monacher they had for something like 30 years and went to "Rising". It should have been "Sinking". It would have been more accurate.
So all you armchair marketing gurus, lets have at it: What should we suggest for Delta, because "Good goes around" is going to come around and bite them in the ass....because, while it may get OUR attention, it will not get the general public's attention for more than 2 seconds.
If we apply logic (heaven forbid!), if we come up with a theme that actually MEANS something to the target audience, the people who actually HAVE to travel for a living, what would we say to them? What is important? Time, convenience, lack of hassle, value for their dollar, peace of mind....of course, you have to spend lots of money to know those things, but if I were to guess, the items I just stated would probably be up there on that list.
So...what do we say....Delta is making over its fleet, to give it a new fresh look inside, simplifying its fares to make it easier for the business person to understand. Flight full, pay more money. Flight empty, pay less money, until flight full, then you pay more money. I personally like: Flying made simple. Of course, that would be too easy...or is it too simple?
Let's see what we come up with.
David L. Lamb, fmr Area Mgr Alitalia SFO 1998-2002, fmr Regional Analyst SFO-UAL 1992-1998
Richierich From United States of America, joined Nov 2000, 4502 posts, RR: 6
Reply 18, posted (11 years 1 month 4 days 3 hours ago) and read 4261 times:
I think Cory was right in his initial post. If Good Goes Around, then Bad Must Go Around also, and considering Delta's current economic climate, that must be what is happening!
Seriously, the print ads actually don't bother me much. To me, it is not that different than Continental's "Work hard. Fly Right" ads. Airline ads are a tricky thing - those ads that don't actually show airplanes or airports have to conjure up positive images of safe, easy, comfortable travel and yet not offend anyone in the process. What usually results is a benign, meaningless ad campaign that stirs little or no emotion, sometimes not even making complete sense. "Good Goes Around" is meant to convey that if you are good to us, we'll be good to you and vice versa. Even if those three words are not a complete sentence, it doesn't matter... it is the imagery behind the tagline that is crucial. Delta's image is suffering lately in view of their economic perils and the company is obviously hoping ads like this allow people to forget that stuff and fly a company that will treat you well. Whether they are able to deliver on this message, is of course, up for debate.
I know some people hated the "We Love to Fly and It Shows" ads of the 80s and 90s, but this tagline was immediately identifyable as Delta - this is what the marketing folks are looking for.
PA110 From United States of America, joined Dec 2003, 2076 posts, RR: 21
Reply 19, posted (11 years 1 month 4 days 3 hours ago) and read 4236 times:
A tag line or slogan, should not have to cause speculation. It should cause an immediate and (hopefully) positive response. "Good Goes Around" sounds like some sort of Zen thing. Tag lines are do change.
Pan Am - "You can't beat the experience" was one of the longest and best, until the "experience" started to become lousy due to poor labor relations being taken out on passengers.
American - "Doing What We Do Best" was immediately changed to "Something Special in the Air" following a DC-10 nosewheel collapse in San Juan back in the early 80's. The local newspaper had a photo of the aircraft and the caption read: "Doing What They Do Best".
United - "Fly the Friendly Skies" was abandoned when UA admitted they hadn't been particularly friendly lately, and came up instead with the apologetic "Rising" campaign, which only reinforced the image of how bad things had become.
ScottB From United States of America, joined Jul 2000, 7359 posts, RR: 30
Reply 22, posted (11 years 1 month 4 days 2 hours ago) and read 4120 times:
I have to admit that Delta's "good goes around" tagline made me go "huh?" as well. I guess I'm an old-timer because I associate "Delta is ready when you are" with the airline as much as "We love to fly and it shows." If I recall the TV ads from last year, the slogan then was "A world of reasons."
Flairport From , joined Dec 1969, posts, RR:
Reply 23, posted (11 years 1 month 4 days 2 hours ago) and read 4095 times:
(Like, say, Delta's simplifares allow some small businessman to fly somewhere to close some deal which saves his company which saves people's jobs which lets someone have insurance on which they get a lifesaving operation at the Mayo Clinic, and they fly there on Delta. See? Good goes around. By lowering fares, it's good for you and good for us. Or some ridiculous tripe like that.)
Like AA's we know why you fly campagin? I like the slogan, but the commercials just suck!
I have a feeling that this Good Goes around is just a temporary thing...they never wanted to intorduce Simplifares this early and they probably came up with a quick slogan, and if they did that they were sucessful....they had record bookings on day 1 with an average of $1 mil +/hour in ticket sales!