Like any budget airline, a sales promotion is a common tactic used to generate interest and stimulate sales among price-conscious customers.
In Jetstar Asia's recent 12.12 December sales, discounted flights to 22 destinations went on sale at midnight on 12 December 2014. We wondered why the number 22 was picked when 12 or 24 (12+12) destinations would make more sense to reinforce the campaign message than simply a random number.
This online marketing case study will highlight the areas where the budget airline failed to handle well during their sales promotion period.
Poor partnership strategy
Jetstar chose to partner with several brands such as online fashion retailer Zalora to bring extra value deals to their customers. However, some of the deals offered were completely unrelated to travel. Instead of complementing a travel itinerary by suggesting relevant add-on packages such as hotel and car rental services, Jetstar offered random deals with non relevant partners.
Testing, testing, testing
When the special time sale started at 12 midnight, many customers were unable to access the website as the pages were down. Worse still, potential online sales were disrupted due to the buggy campaign site execution leading to page redirects to erroneous pages, causing unnecessary confusion and frustration among customers who were trying to book flights during the time sale.
Failure to plan well in advance, anticipate common bugs and problems by testing the page and campaign way before the sales promotion launch resulted in an unpleasant online customer purchasing experience which would deter repeat customers and future transactions.
Ill-planned and managed campaign
The 12.12 fever sale promotion was supposed to promote Jetstar as one of the preferred budget airlines in the Asia region yet the campaign was marred by bad press from Jetstar's Facebook fans. Customers responded to the campaign with negative feedback as they thought they were getting cheated with misleading prices or deals instead of getting a value deal from this promotion. Such negative publicity was brought upon Jetstar due to the lack of strategic thinking from the marketing team, poor planning and management of the campaign before, during and after the promotion.
The unprepared and possibly understaffed marketing team at Jetstar who had insufficient resources to manage their social media channels led to Facebook fans voicing out how unresponsive Jetstar was on their own social media channels and how inadequate they were in managing a public backlash or communications crisis during and after the promotion period.
Conversely, the lack of Jetstar Asia's social media marketing and management experience may have led to the airline choosing to ignore relevant feedback from the largely negative comments. By choosing not to respond to annoyed fans on Facebook, Jetstar has demonstrated how little regard it has for its customers, further adding on to the marketing fail of their badly executed campaign.
How we can help
At The Wee Marketing Agency, we have the expertise and experience in helping our clients launch a bug-free digital marketing campaign with a seamless e-commerce user experience and comprehensive social media management.
Rest assure that your online sales promotion will be successfully implemented and measured with help from our team of experts. Contact us today for a friendly discussion and complimentary consultation for your next online marketing project.