I previously wrote about Applebee’s Date Night pass and my failed attempt to obtain one (dot #4164). It seems that many were upset by being in a similar situation, so the restaurant offered a Round 2 with 1,000 more passes available through a random drawing. I did not even bother to enter.
Delta Airlines also required a re-do when it announced changes to its American Express card benefits and access to Sky Clubs. There was such an uproar that the CEO sent a message to all cardholders and the airline revised its proposed plans. But if the changes didn’t make cardholders upset, surely the $100/year annual fee increase to pay for the “enhanced” benefits did nothing to endear them to Delta or AMEX.
Both Applebee’s and Delta were forced to reconsider their promotions when they caused more ill will than gains. I wonder how widely the original plans were vetted and whether that input occurred outside the board room or marketing agency. What can seem like a good idea to insiders may not land as well with those impacted. Best to find that out before you announce it widely.
