In business, there seems to be a common theme—companies are continually looking for new ways to attract customers and differentiate themselves from competitors, all while trying to lower expenses. Though valid and often the recipe for success in a business, finding and implementing those methods can be tricky on a day-to-day, cost-effective manner.
I recently read an article in AdAge titled “How JetBlue Makes Every Employee a Marketer (and Avoids Doing What Delta Would Do),” which outlines a creative business solution to this problem. In the article, Jack Neff highlights some interesting thoughts and tips from Marty St. George, senior VP-Commercial at JetBlue, on leveraging employees as marketers for a company.
St. George’s innovative approach involves creating a culture of brand marketers among all employees at JetBlue. With each employee promoting the brand, the company is able stay top of mind with its customers, while continuing to enhance JetBlue’s brand image.
The company begins this process at employee orientation. In fact, St. George referred to the process as “brand orientation.” Below are a few of his tips for cultivating a culture of brand marketers:
- Include all employees in company successes. Celebrate victories and recognize those who helped the company accomplish its goals.
- Hire people who love the company brand. Hiring the right people from the beginning ensures that employees will continue to share the correct brand story. Hire people who believe in the company values and want to be a part of the brand’s story.
- Differentiate. Every business decision should have differentiation top of mind. Challenge the competition.
- Make company values a priority. All employees should embody the company culture and values. St. George pointed out that JetBlue’s company values— safety, caring, integrity, passion and fun—come up in everyday conversations among employees.
Like most other business, we are always looking for new ways to lower expenses, which can become tricky as marketing and other media spending add up quickly. Creating a culture of brand marketers where employees act as representatives of the brand at every point in a business, as JetBlue has successfully done, is an easy and cost-effective way to differentiate against competition.