video

This article is NOT to debate the merits of what took place on each airline. As information continues to surface, it changes how everyone perceives each situation.

Here are two reasons airlines suffer from such bad publicity lately:

1 – Customer Service and Perceptions

ACSI or American Consumer Satisfaction Index ranked the airline industry as having the worst customer service in 2011. It’s been near the bottom ever since.

When videos of a passenger being pulled from a United Airlines flight and a mouthy United Airlines employee taunting a male passenger came out, they quickly went viral. They were dramatic, which plays a big role. Perceptions also play a role.

It’s easy for consumers to believe an airline employee did something wrong because the perception of the airline industry and customer service is already negative. Using Google search, you can type a fragment sentence and see perceptions of just about any industry. Before I finish typing the word employees, Google’s technology guesses what I am going to type based on what others have typed into Google.

Compare the airline employee question to a Chick-fil-A example.

I fly often, speaking at conventions and spend consulting days with clients all over the country. I’ve never been dragged off a flight nor have I threatened a flight attendant. But I have experienced many snippy, miserable flight attendants and other airline employees. It is already easy to believe that an airline employee was rude. Not necessarily because it was American Airlines – because of the industry as a whole.

In my book, Marketing Battleground I referenced the United Breaks Guitars video series. The videos are funny, but that’s not the only reason they are such a hit. The perception already exists that airlines are NOT careful with your luggage.

2 – Everyone is a Journalist

Cell phones now have better videography than huge, over-the-shoulder $10,000 cameras from years ago. Video footage adds drama to a story. Hearing that a flight attendant was rude to a passenger is one thing, but seeing an employee actually taunt an angry passenger is more impactful. Video footage also has the ability to go viral faster on Facebook, YouTube, Instagram, and other social media.

Always act as though you are being recorded, because that might be exactly what is happening.

Final Thoughts

Learn from mistakes. American Airlines took immediate action by suspending the employee in question and did NOT blame the passenger.

Mistakes will happen. How you deal with those mistakes matters too.

Great news! To use video marketing effectively you do not have to be a:

Keynote Speaker

If you don’t like speaking in front of the camera this article should help.

First- You are not as bad as you think. The people watching are just regular people like you. You are used to seeing actors, speakers, and spokespeople with their radio voices and energy.

Guess what? That is not necessary for effective video marketing.

Video is engaging and you need to have videos on your website and as part of your Social Media. It humanizes you and makes you a real person, and not just some faceless corporate entity.

It shows your personality, your smile, and it shows that you have the same challenges in life that so many others have. Your customers can relate.

Here are some tips if you have difficulty speaking in front of the camera.

Relax. It is just a camera. You are not on stage in front of a live studio audience.

Start recording. They get easier and easier.

Have someone you know stand behind the camera and talk to them. Forget the camera. They just happens to be something between you and the person you are talking to.

Actually speak to a person on the other side of the camera. Your natural communication abilities will show and that is good for the viewer. Your facial expressions and body language will be “normal” rather than staged.

Make sure your lighting is good. Natural light is best. You want the light coming from behind the camera not from behind you at the camera.

Do not stand in front of glass or pictures because the light reflects back into the camera.

No striped shirts. Cameras can get quirky. This is too techy to explain…just do not do it.

As important as the visual is, the audio is just as important. People will actually watch a video that is a little bit blurry but if it sounds bad, they will not listen to it.

Length of video? Say something valuable and stop talking. If you want a specific number…3 minutes or less is good. If you have 9 minutes of good video to say what you need to say…great. Break it up into 3 separate 3 minute videos. This will allow you to get more views and backlinks.

Not sure what to say? Commonly asked questions by your customers make for good content.

Still need more content? Give us a call. We can help you develop compelling content to drive more sales.

Last but certainly not the least…you need equipment. There is a ton to choose from. We have a special report that goes strictly to our clients and it makes it easy for you. Call us and tell us why you should get the report for free and we may send it to you.