Try This: Make the middle seat wider

In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.

Thomas Barta Try This

We’ve all sat there, in the middle seat, at the back of the plane. Where it’s cramped. Where it’s noisy. Where drinks get served last.

Not all seats can be golden. In every firm, some customers get what’s left: the bistro table by the door, the room without a view, the new team, the buggy software.

We secretly hope they won’t notice. We hope they won’t care.

Of course they notice. Of course they care. Some just don’t complain.

It takes many good experiences to make up for one bad one.

Try This >>

Tell customers it’s a middle seat upfront. Then, be generous. Give people a free drink, more air miles, a discount coupon, an extra report, your premium service package. Make the middle seat wider.

If people feel good about your middle seat, they may come back. For sure, it’s fair.

Thomas Barta is a marketing leadership expert, speaker and the co-author of ‘The 12 Powers of a Marketing Leader’. He has teamed up with Marketing Week to launch the Marketing Leadership Masterclass, a new CPD-accredited online course designed to equip marketers with everything they need to become a better leader. To find out more and book your place visit leadership.marketingweek.com

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  • Lisa Benson 29 Jan 2019 at 11:18 am

    Great concept, well put! This, in my opinion, is what marketing is all about.

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