In celebration of Mother’s Day, JetBlue is running a promotion that can only be identified with one word: adorable. On a recent cross-country flight, the airline effectively shifted a cringe-worthy experience for parents and passengers alike – the crying baby – into an undeniably positive event. It went like this: every time a baby cried on the flight, passengers would receive 25% off a future JetBlue flight, up to the cost of one free flight. If you haven’t seen it yet, watch the video below – and brace yourself for the lump in your throat. #forcryingoutloud
Since I can recall this spot so vividly, you’d think it’s a perfect example of great creative. And it is, but not just because I remember it.
Great creative can help your business accomplish three goals:
- Attract customers to your business
- Address customer needs
- Position you as an Authority
Great Creative Attracts Customers to your Business
This may seem obvious, but it’s surprising how frequently the element of getting your audience to notice your business is left out. We don’t want to simply grab your customers’ attention; we want to appeal to them directly so they’ll seek YOU out and learn more about what you can do for them.
Case in point: Did you know that Twitter’s logo wasn’t always a sweet, little blue bird? In fact, it originally looked like this:
The founder and creator of that logo says he was trying to create something young and fun, but it’s not hard for me to see why this didn’t have widespread support. It’s certainly not welcoming or attractive. The bright folks over at Twitter figured that out, too, given the iconic state of their identity now.
Great Creative Addresses Your Customers Needs
Whether you’re starting a relationship with new customers or looking to grow existing accounts, communicating in their language (no inside-baseball acronyms) and addressing their needs is critical. What’s in it for them? What do your customers need? What areas of their lives can your business help improve? Consider these questions and work to address those concerns in your creative strategy.
Great Creative Positions You as an Authority
Previously, we’ve talked about how your creative strategy helps influence whether your customers see you as an authority or an amateur. Investing in a creative strategy that addresses our first two points (attracts & addresses) goes a long way in positioning your business as serious in your space. And when you take the time to look smart and talk smart, people will see that you are smart and worth partnering with, elevating your business above the noise of the competition.
Going back to Twitter for a moment – what network would you join?
Back to the Babies
With these elements in mind let’s look back at that JetBlue ad. While it definitely made a lasting impression, it also fulfilled our three statements:
- It got our attention by resolving a universally negative experience in an overwhelmingly positive manner
- It addressed the needs of not one, but two customer segments. JetBlue emphasized that as parents, traveling can be a major challenge. A bit of empathy goes a long way. The airline also recognizes that as weary travelers, a crying baby isn’t high on the list of nearby seatmates.
- And by delivering a message (and accompanying benefit) that addresses a critical need for its audience, JetBlue is once again positioned as an authority in its space.
Developing a sound creative strategy goes far beyond a new logo, website or ad campaign. But it’s the first step towards sharing your story with the people who matter most — your customers.Developing a sound creative strategy goes far beyond a new logo or website - it’s the first step towards sharing your story. Click To Tweet
While investing in a creative partnership will certainly get you a great new identity and a user-friendly online presence, it can also form the building blocks your business needs to attract new customers, address their needs through your product offering, and become the authority those customers need – and want.