Titi Ogunbayo- Blog Entry #7

Besides JetBlue’s beautifully designed interior space, I was pleasantly surprised by the presentation Mr. Stromer gave because he didn’t just talk about the JetBlue brand. He wove the presentation around marketing themes that we could all learn from.  The scope of their marketing work was mostly what I expected until Mr. Stromer talked about JetBlue’s commitment to digital products that weren’t just transactional. It makes sense that a brand so dedicated to consumer engagement would want their digital products to serve as brand communication tools.  I was also able to glean a little of the dynamic that allows JetBlue to balance the profit/customer satisfaction. This is a company that has its customers at the focal point of all its business activities and I’m glad they get rewarded for it. There is a true understanding between them and their customers and they have the luxury of rolling out marketing ideas that other airlines wouldn’t dare dream of.

However, it would have been nice if the 3 ladies from the marketing and advertising departments could have shared some of their experience with the class.

Working in a fast-paced, highly competitive environment allows JetBlue to constantly push itself and it keeps them on their toes. However, in a highly competitive environment, it is possible for JetBlue’s point of differentiation to become industry standard or another airline’s standard for doing business. JetBlue, therefore has to either come up with new innovations or stay at the top of consumers minds’ when it comes to affordable air travel.

I cannot see myself working in the airline industry but I can see myself working for a company like JetBlue based on how it incorporates the brand at all levels of the organization. I’ve worked in an office where employees were not valued and management didn’t have the loyalty and respect of their employees, which led to high levels of dissatisfaction and employee turnover. It is refreshing to see a company like JetBlue appreciating all members of its organization.

JetBlues’s use of emerging media at the expense of traditional media captures my attention only if it fits into the general marketing plan but I am more interested in a well-thought of marketing plan that benefits both consumers and company. The use of emerging media doesn’t mean much if it is not used properly or if it doesn’t generate intended results.