You can be cynical in your approach to marketing or you can be generous.
I went through 4 airports in as many days this past weekend and had to pay to get on the Internet at every one except Denver International, which gives free (and fast) access to passengers. The exchange? Watch a twenty-second ad by the wi-fi sponsor.
I don’t have the numbers in front of me, so I can’t judge whether it’s a better decision financially to nickel and dime every passenger at the airport who wants to get on their laptop, or accept sponsorship dollars from a corporation so they can put an ad of their choosing in front of every customer before they can surf the web.
What I do know is which decision would make an airport authority come out looking more generous, even while they’re getting paid for being so.
Do it right, and being generous can be a win-win all around.
Natalie Zensius is a marketing communications strategist with experience in both the for-profit and non-profit sectors. Learn more about Natalie at http:www.linkedin.com/in/nzensius.