The thing is, this program isn't going to make or break Amtrak. In fact, I would argue that the value in offering a program like this is financially brilliant. What do you think when you think Amtrak? Trains? Um....old school? Um....who takes Amtrak? I have no idea. On LA radio, they are advertising Amtrak from LA to Chicago for 2 or 3x the price of flying to Chicago. My only thought was "why would I want to take a fucking train to Chicago? My god that sounds long and horrid and expensive." Maybe because I'm on the west coast or because my only experience with Amtrak was taking a $110 train from NYC to Boston after a snowstorm because the $15 chinatown busses weren't running and class was starting, but I don't ever think about Amtrak or google them or look at prices or consider using them to travel anywhere. The opportunity to get people on board, for a nobel reason, so perhaps they chose Amtrak over flying or Chinatown busses next time is a great decision. Writers may have a great experience and advise friends, family or internet buddies to take Amtrak in the future. They might see some gorgeous country and chose to take their kids on Amtrak later. People might check prices on flights, busses, and Amtrak next time they need to go somewhere. No one really considers Amtrak as a viable mode of transportation but Amtrak does have an opportunity to establish themselves as a transportation + relaxation + great scenery + get work done. My views on Amtrak have changed a bit solely because of this single Hubski conversation. How many other people have thought about Amtrak as a company and service solely from this incident? The branding / name recognition in such a positive light will more than pay for the cost of the program and the twitter and blog conversations are worth more than the media buys for their national ads.It's nice to see that an organization that is so flush with cash-flow is giving back to the world. ....oh, wait.
Yeah, I was joking. That said: Amtrak board meeting: Bigshot: Anyone have any ideas on how we can become solvent once again Insom: What if we give select poets the ability to ride for free and write about it? Bigshot: Finally, someone around here is thinking. I think it's a cool idea and will cost next to nothing in the grand scheme of things but to say it is "financially brilliant" is a bit of a stretch, don't ya think? My reason for posting the sarcastic link in my OP was just to point out that Amtrak is/has been hemorrhaging money for years. Since they're so heavily subsidized, they might as well be giving free rides to artists. But to suggest that this is somehow the best way to create awareness in the market that Amtrak is a good option is kinda silly, don't you think?I would argue that the value in offering a program like this is financially brilliant
-hmmm, brilliant? Really?
Based on what I know, they took advantage of an existing situation, correct? They didn't have top level people, 5 social media gurus, an ad agency, and media buyers sitting around coming up with this plan. The only cost was the cost of the tickets and integrating into existing marketing. The reason I call it brilliant is because you can't buy this type of publicity. They couldn't have paid $5m to have social media platforms explode with this type of authentic conversation. People separate advertising and what they actually think of a company so heavily these days. We ignore and avoid traditional ads like the plague. I don't have numbers for what Amtrak spends on radio and tv ads or social media, but it's far less than what giving writers free train tickets will cost and far less effective.
I will say that it has generated considerable publicity and I expect it will do so pretty solidly through the coming year. It is also better publicity than they could get from a simple ad. This puts them in a positive light on a couple of different levels. In addition, there's the word of mouth. I've been telling tons of people about this because it seems like a great opportunity and also, just a really cool thing. I think that my enthusiasm and personal avocation of the program probably has more impact that an Amtrak poster or YouTube ad would have. Financially brilliant? Maybe, if they are also using this as an opportunity to downsize their marketing. AKA axe a couple jobs.
Let's reconvene in 2 years on this post and see what sort of financial impact it had on Amtrak. Once again, for the record I think it's cool that they're doing it but I don't think it's worthy of the "brilliant" claim. Also, as the one person in this thread thus far that has extensive Amtrak experience, I'll say that I hope they've focused time and energy on improving customer service or put these writers on "special trains" or the testimonials that come from this may prove interesting. Also, I'm having a bah humbug type of day. Sorry.
's okay TNG, we all have them. I really only think it would merit the term brilliant if they are basically laying off their whole marketing department because that would probably save them a nice bit of money. However it would also be a stupid long term move. (Unless they know something we don't.)