Don’t Remove Your Shoes Reduce Pre-Flight Wait With TSA PreCheck
When you arrive at the airport, you likely feel resigned to the hassle of waiting in a long security line and taking off your shoes. But did you know there’s an elite flight club full of people who don’t need to go through that routine? They have that privilege because TSA PreCheck has confirmed they aren’t a security threat. Best of all, the program is inexpensive and easy to join. The Transportation Security Administration (TSA) began the TSA PreCheck program in 2013 to improve frequent flyers’ experience. TSA performs an enhanced security screening on applicants and issues those who pass muster a Known Traveler Number (KTN) that entitles them to fewer security checks at the airport. A TSA PreCheck registration, however, won’t let you waltz straight from the parking lot to your plane. Members must still walk through
a metal detector and allow the TSA to X-ray carry-on items. But people with TSA PreCheck can bypass the full body scan or pat down. They also keep their shoes and belts on while leaving laptops and appropriately sized liquids in their carry-on bags. Finally, PreCheck passengers have a designated security line where, in March 2021, TSA reported the average wait was only 5 minutes.
and you can apply with an online application. You must finish registration and submit fingerprints at an in-person enrollment center, but most appointments take about 10 minutes. Five years of enrollment costs $78. At that price, even those who only book one round-trip flight a year might decide to avoid the typical security hassle. Further, many credit cards will reimburse the cost. TSA PreCheck isn’t the only method on the market. Nexus is another domestic security program, and Global Entry allows expedited processing through customs and immigration when returning to the U.S. on international flights. Which service best meets your needs depends on your travel habits. But if you fly regularly, these programs are almost certainly worth your time and money. Don’t get left behind — consider enrolling before your next trip!
The vast majority of airlines and airports operating in the U.S. accept TSA PreCheck,
A Human Touch
GET TO KNOW YOUR DINERS WITH CUSTOMER PERSONAS
Business owners must face a harsh truth: Not everyone wants to buy what you’re selling. Trying too hard to appeal to everyone can dilute your allure to your most likely diners. Since you’ll never convince everyone to eat at your restaurants, your time and money are best spent on those most likely to visit. The trick is finding them. You may be familiar with the concept of buyer personas or customer avatars. Both terms refer to a fictional character representing the customers most likely to visit your business. Buyer personas go beyond target demographics to help you understand who your customer is and what motivates them. A buyer persona (or diner persona) aims to get as specific as possible. Generally, marketers go so far as to give their personas names and images. While age, gender, and income are essential components, a persona must dig deeper. You should know their family structure, whether they work, why and how often they eat out, and what factors they consider in choosing a restaurant. Are they price-conscious or looking to splurge? Are they primarily focused on raising a family or building a career? Do they want a human interaction or a no-fuss transaction?
In other words, you need to dive deep into your market research. The most effective tactics involve surveying your existing customers for their preferences and habits. It’s not as difficult as you think. A 2022 PWC survey found 82% of customers are willing to share some personal information for a better customer experience. A 10% discount will probably make your poll even more enticing. Remember, personas are distinct with easily identifiable characteristics — your business should almost certainly have more than one. For example, your customer base might include Cindy, a busy mother who values healthy options but doesn’t have time to cook, and Jason, a young professional who prizes convenience and taste over nutritional value. Understanding their unique motivations will allow you to market and serve them better. Personas will help you decide where and how you advertise, but they can do more. Your staff should know about your hypothetical Cindy and Jason, too. With the proper training, they’ll learn to recognize different personas in the “wild” and offer tailored services and experiences to keep them coming back.
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