See Andy's other stuff:

LinkedIn
RSS Feed

Follow Andy

Contact Me >>

Newsletter #766: The “Lessons from JetBlue” Issue

[Welcome back to the Damn, I Wish I Thought of That Email Newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

In one of the most troubled industries digging its way out of a global recession, JetBlue remains one of the most loved and most profitable airlines. A few ideas we can learn from them:

1> Do the little things
2> Celebrate your awards
3> Create lots of topics
4> Check it out: The Big Picture

1> Do the little things

The best marketers know it’s the details that add up to make a brand, and JetBlue is one of the best at it. Where competitors are sometimes found gouging customers on various fees, JetBlue is known for being generous in lots of little ways. From their all-you-can-eat (and famous) blue potato chips to their free Wi-Fi and satellite radio in their terminals, the airline is known for its great service and fun personality. If you’re just getting started, don’t worry about doing all the little things at once — try sharing your personality with things as simple as fresh cookies in the waiting room or by updating your hold music.

The Lesson: When you’re trying to build something big, remember to look for the small opportunities to make it happen.

Learn More: CNN Money

2> Celebrate your awards

When you’re recognized for doing something great, show it off. After winning the JD Power & Associates award for outstanding service, JetBlue celebrated by flying it around the country — even giving it its own seat on flights (with the crew announcing it). Employees then took it around the city, snapping photos of it with local landmarks. Beyond your awards, try applying this concept to your testimonials, your best-sellers, and your positive reviews.

The Lesson: Awards and praise aren’t worth much unless you do your part to let everyone know about it.

Learn More: The 1to1 Blog

3> Create lots of topics

Start and sustain great word of mouth by trying lots of different topics. JetBlue created a ton of buzz over the past year, first with their one-day offering of $14 cross-country tickets, then with their $599 all-you-can-fly buffet. Friends immediately began talking about the offers and considering otherwise unaffordable, once-in-a-lifetime trips. Traffic to the company’s route-map page alone jumped 700% shortly after the deal was announced.

The Lesson: Good things happen when companies get over the fear and laziness of testing new word of mouth topics.

Learn More: The Consumerist

4> Check it out: The Big Picture

If you’re interested in amazing photography or are just looking for a new image for your desktop background, check out the work posted on Boston.com’s Big Picture Blog. Using giant photos and simple captions, the images tell the stories about world celebrations, natural disasters, and political movements.

Check it out: The Big Picture Blog

Email to a friend:

Privacy: We won't save or reuse these emails.

Comments

  1. Matt Roche January 21, 2010 at 1:15 pm #

    I took a flight on Jet Blue about 5 years ago and I had a terrible seat (last row). I went to the desk and asked if they had anything. The woman at the counter said no, but a guy next to me offered me his seat. I “graciously” accepted, and read the ticket – David Neeleman.

    He never sat down the entire flight, and talked with anyone, about anything.

    “Do the little things” is really a big thing.