Oct
16
How JetBlue Makes Every Employee a Marketer (and Avoids Doing What Delta Would Do)
Posted in: Uncategorized
JetBlue gets outspent nearly 15 to 1 on media by low-cost rival Southwest, and it has a 3% market share compared to 80% controlled by the big four airlines. So how does it remain top of mind for so many air travelers?
The secret is largely in making every employee of the airline a marketer, according to Marty St. George, senior VP-commercial, who described the strategy at the Association of National Advertisers Masters of Marketing conference in Orlando on Thursday.
Orlando is also home to JetBlue’s employee training center, and Mr. St. George regularly participates in new-employee orientation.
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