The New York Times reported yesterday on JetBlue's ambitions to grow big but market small. To do so, they're whipping out a lot of interesting tactics I thought librarians might want to borrow. Yes, JetBlue is still using plenty of the traditional stuff to get its message out, but more interesting is their focus on customer involvement and word-of-mouth, which is how the company grew from the beginning. Some examples of their tactics are: setting up "story booths" for people to share their JetBlue flying stories; leaving boxes labeled "Help Yourself" filled with airline snacks for passers by to grab; treating customers to free movie nights (that's supposed to happen here in Richmond!); and they will put postcards in seat pockets for passengers to journal their travels. As NYT columnist Stuart Elliott remarks, "The idea is that by involving the target audience in creating, producing or selecting the ads to be directed at them, a campaign will be more engaging and memorable than standard fare."
It's interesting to see this trend toward more consumer participation and I hope these tactics will spark some creative ideas for your libraries!
Categories: neat_trends | real_life | tips_to_try
Friday, March 31, 2006
Something borrowed and something blue
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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