It seems counter-intuitive to be adapting your companies products and services to cater for the unemployed or job-insecure, but it can pay dividends.
Tour operator JetBlue has put in place a ‘promise programme’ which allows passengers who lose their job after booking, to cancel and get a refund without penalty. This is contrary to the companies’ usual ‘no cancellation’ policy. Other companies in the tourism industry have taken a similar stance, tailoring their marketing to an uncertain economy.
Norwegian Cruise Lines offer insurance to cover job losses, Elite Island Resorts offer to trade ‘worthless’ Wall Street stocks for a stay at their resorts, and even drastically reduced ski-passes are available at Lake Tahoe for those who can prove they’re on the dole. Some companies are finding that the recently jobless, with more time on their hands, are booking longer trips.
If you’ve been ignoring, or avoiding, the unemployed or ‘worried working’ in your marketing, it could be worth thinking how you might embrace them instead. The key, I think, is to come up with a way to reduce both the cost and risk of dealing with you.