Interruptive Marketing Sucks

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May 18, 2010 By 7 Comments

I was travelling back to Sweden this morning by Ryanair and it struck me that these guys just don’t get how to advertise.

As soon as you sit on the plane they bombard you with canned adverts about how cheap, brilliant, effective and global they are over the loud speakers. Or words to that effect.

The worst thing is they then repeat the same cheesy adverts once you’re up in the air before driving you even crazier wandering up and down the aisle trying to sell you something – every ten minutes for the remainder of the fight.

Thankfully I was in the middle seat so I didn’t get prodded or have newspapers “for sale” waved in my face as the Boeing winged its way back to Stockholm. Nevertheless, even from where I was it was horrible.

Interruptive Marketing Sucks!

My overriding feeling – despite it being 6AM in the morning – was that Ryanair just don’t get how to make customers feel special.

The whole Ryanair experience seems to be centred around the fact that you’re getting a cheap flight. After that there are no niceties. It’s like the price of the ticket entitles them to bombard you with adverts continually.

The service itself is pleasant enough as you board the plane – you’re greeted with a friendly “Hello”. But once you’re up in the air the air flight attendants transform into aggressive sales staff.

“Coffee, Sir?”

“Panini?”

“Would you like to purchase something from the bar?”

Not even the low price of flight tickets would make me recommend Ryanair to anyone. I only took the flight out of necessity because they were the only airline operating out of the airport where I was staying that flies to Stockholm.

I’d definitely pay up to 1000 SEK more just to get the comfort and pleasant experience that is flying Norwegian. Or even SAS actually.

Great Customer Service

When it comes to it, all I want is piece and quiet. A plane that takes off on time and gets there on time.

I don’t need a free cup of coffee or a drink; and I don’t need a newspaper or a magazine.

But I do want an extra 10 centimetres to stop my knees being crushed by the seat in front. And I do want piece and quiet.

Please get rid of the adverts and onboard sales people.

Are you listening Ryanair?

Filed Under: marketing
About Jon

Marketing and Communications Consultant. Head of Jontus Media. Podcaster. Life-long Liverpool FC supporter. Guarded by basset hounds.

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  • http://alangraham.co.uk AlanGraham

    Ha…. yes I agree entirely, but we are not Ryanair's demographic at all. They're targetting the person that says “I'd put up with anything to save £100 on my flight”.

    Interesting that you're only using them because of their convenience…. where I know folk that happily drive the extra 45 mins to the nearest “Ryanair” airport to save the cash. The fact that a “real” airport is closer to us means that I gladly pay the extra and rarely have to put up with their nonsense.

    Ryanair's motto should be “Ryanair – we even make Easyjet look frivolous”.

  • http://www.jontusmedia.com/ Jon Buscall

    Unfortunately I was forced to use them because of the proximity of the airport the other end. Here in Sweden Stockholm Skavsta is actually 80 minutes from Stockholm in the total middle of nowhere.

    Horrible company. And their approach to marketing sucks big time.

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