I arrived at Chicago’s Midway airport to head to Event Camp Twin Cities. It had been a while since I had to travel by air. Most trips were driving distance.
So I arrived at the TSA security check and was surprised to see, in the bottom of the bin that held your belongings, advertising for online retailing phenomenon Zappos.com. Noticed this advertising again on my recent trip to Event Camp East Coast in Philadelphia.
Hmmm…
Okay, I understand the connection with shoes. You’re putting your shoes in the bin and you see advertising for shoes. But why are you putting your shoes in there? You’re putting them in there because you’re going through an airport security check, truly an annoying experience that is now our post-9/11 reality. So even though it’s relevant, it also has negative connotations.
Zappos is an outstanding marketing force. And they didn’t get there making bad decisions. Yet I question this.
What do you think? Brilliant marketing? Or faux pas? Looking forward to your comments.
Tags: advertising, airport security, zappos, Zappos advertising
Leave A Reply (9 comments So Far)
Elaine Spitz
548 days ago
Heidi this is, as you point out, a relevant place for Zappos to advertise. I love Zappos and have had nothing but great experiences with them – perhaps I would take comfort in seeing something so familiar as the Zappos name in the bottom of that annoying security bin. Perhaps it’s a brilliant ploy on the part of TSA to help women (the preponderance of Zappos users are female) feel more comfortable with the pat-down – I say this tongue-in-cheek, but hmmmm….
Thanks for sharing your observations here – I look forward to hearing others’ thoughts.
Heidi Thorne
548 days ago
Something lovable amongst the chaos and annoyance… okay, I’ll buy that. Thanks for taking the time to comment, Elaine!
April M. Williams
548 days ago
Heidi,
As a frequent flyer, I could go on a tear about the whole TSA and security screenings. But I won’t…
Is this a good marketing move for Zappo? Anytime you can get your name and brand out to your target audience, it is good thing. For some, this may be their first impression of Zappo’s brand. For me, I may be wishing for socks to shield my bare feet from the cold, germ infested airport tile.
For sure, first impressions matter. Here is a post I wrote on the topic. http://www.cyberlifetutors.com/blog/2010/06/first-impressions-matter/
Heidi Thorne
548 days ago
Yes, I’d rather see some biodegradable footies offered by Zappos to walk through the TSA area replete with the Eeeewwww! factor. That is relevant and caring, as opposed to the bin liners which seem self-serving.
And, yes, first impressions and most recent impressions matter. Thanks for sharing the helpful advice!
Aaron Magness
547 days ago
Hey Heidi – Thanks for the post. I wanted to give you a little more info on the program. By sponsoring the security bins, we absorb the cost that TSA would normally have to spend buying tables, bins, maintenance, etc. (not their primary function or responsibility). Since the airports that have the sponsored security bins don’t have to put the money/time/energy into those efforts anymore, TSA can spend the money hiring/training more agents. And, studies have shown, there is an average of a 16% decrease in wait time for airports that have sponsors for their security bins.
Again, thanks for the post!
Aaron Magness
Sr. Director – Brand Marketing & Business Development
Zappos Development, Inc.
Heidi Thorne
547 days ago
Hello Aaron,
Thanks for the insight into the Zappos TSA security advertising program… direct from the source!
Interesting that there’s a 16% decrease in wait time for airports with sponsored security bins. Any insight into the psychology behind that? Do travelers function faster when seeing advertising? I am really curious!
Also, it will be interesting to see how the new TSA advanced imaging screening/pat-down procedures will affect any advantages that sponsored bins and supplies may provide. I’m sure you’re watching that situation.
Thank you for taking the time to comment and provide more information on the program!
Elaine Spitz
547 days ago
Aaron’s response tells me that my trust in Zappos is not misplaced. They pay attention to their brand and put great thought into how to make the Zappos experience better. I rest my case.
Brian
402 days ago
While the connection between shoe bins and shoes is undeniable, this cant help but be a black eye for Zappos. I already have heard rumblings of boycotts for this program, and I myself will also cease to be a Zappos customer for as long as this sponsorship continues. The TSA’s amplified invasion of Americans’ personal privacy and rights is something that I and many, many other citizens consider unforgivable, and for Zappos to associate their name with a widely hated organization is just plain foolish. I don’t believe a single word of the explanation about reducing wait times – anyone who has eyes has seen what a travesty air security is, with 2 people working while 4 stand around doing nothing. Manpower doesn’t seem to be an issue. Terrible, terrible move by Zappos.
Heidi Thorne
400 days ago
Thanks, Brian, for weighing in! I think a lot of American travelers share your sentiments these days. I’ll be anxious to see if the program is still in force when I do some traveling later this year.