Consistency — Again and Again

Every time I go through JetBlue’s Terminal 5, I find myself inspired and then writing about something while I’m flying.

Did I say flying? I meant “jetting.”

JetBlue’s “Happy Jetting” campaign is proof of the critcal role that consistency plays in marketing. Without going through a detailed description of all the campaign’s finer points (it’s cool, look it up and take a good, long look) or its many subpar reviews, it basically tries to redefine flying according to JetBlue’s creative messaging, catchy humor, and customer-first value proposition. Consistency is important to any marketing campaign of course, yet when you’re trying to redefine something or change a perception, it takes on an even greater importance. That’s because if the message isn’t always consistent at every touchpoint, it’s easy for that old definition or perception to stick around.

The “Happy Jetting” campaign takes center stage at every customer touchpoint. Advertising and customer acquisition campaigns across all media channels. The JetBlue website when you book a flight. The signage you see from the minute you first hit Terminal 5. The directional and branding brochure you get in the terminal. The messaging on-screen at the check-in kiosks. The screens and signs around the terminal and on the at-gate food-ordering stations. The messaging on-screen when you sit in your seat and the in-flight DirectTV boots up.

And, most importantly, in the words of JetBlue employees from the Terminal 5 entrance right through walking off the plane. I mean, jet.

That last part is sometimes where the translation gets lost. All the other stuff is easier — write the message, design the creative, print the signs, push the button. Whatever it is, most of it is within matketing’s purview. When it comes to absorbing a message into the company culture and a staff’s countless interactions with customers, however, it is alot more challenging. And if the translation gets lost, your work gets lost, along with all the things sacred to that campaign — ROI, share, sales, changed perceptions, successful differentiation, etc.

There are a few things you can do to help your staff absorb your branding message and deliver it to your customers:

  • Explain the business value of the campaign — how it helps move the needle, how it helps accomplish goals
  • Utilize customer feedback — match up your campaign logic and strategy with qualitative and quantitative feedback
  • Provide a list of talking points — it’s easier to say when someone else scripts it for you
  • Also, work with the different areas of your team to help them buy into the campaign and integrate their talking points into their routine. Spend time with them and help make the branding message unique in terms of what they say or how they deliver it. This will make it easier to buy-in and charge ahead as your ally.

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