JetBlue’s Marty St. George at Forrester Marketing Forum

Marty St. George, JetBlue, Forrester Marketing Forum 2009

Marty St. George, Senior Vice President, Marketing, JetBlue

JetBlue differentiates by aiming to focus both on great experience and personal service (the blogger here next to me can attest to this; she’s been raving about them all day on JetBlue accommodating her as she flew in).

Started Feb 11 2000 (that’s it?! wow, feels like much longer)

150 planes, 56 cities,11,000 crew members across the Americas

Focus: Bringing humanity back to air travel. Took two rows out of planes to increase legroom.

JetBlue’s T5 at JFK airport: 20 security lanes, free Wi-Fi, lots of restaurants, outlets, etc

“Anybody can duplicate the individual pieces… the most important differentiation with JetBlue is service delivery.”

Did Twitter only sale (with @jetblue), $14 fare announced on Twitter first to tweak competitor that had $15 bag free.

Twitter mentions are included in senior exec media briefing every day. Very useful for real-time feedback. “If you’re not there you’re going to need to be there very very soon.”

Shared CEO’s Guide to Jetting – I’ve seen it before, but being in a room where everyone’s peeing in their pants makes it even funnier:

 

Closing Thoughts:

  • Customers desperate for value
  • Be positive
  • Don’t forget brand’s roots

 

JetBlue Forrester Marketing Forum 2009 - Passion about how other airlines suck

 

American Customer Satisfaction Index 2008 - Forrester Marketing Forum 2009

JetBlue on Twitter and Social Media Values - Forrester Marketing Forum 2009