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Jet Blue’s Big Deal (and the psychology behind it)

August 13, 2009

What else can Jet Blue do to impress you?

Through Aug. 21, it will cost you $599 for a Jet Blue “All You Can Jet” pass. Pick a city that Jet Blue flies to. Go there. Then another. Then Another. Then another…

Right now, you’re probably thinking of clicking over to Jet Blue’s Website. I know I went. I don’t even travel that much, and I definitely don’t have that much vacation. But I still thought about it. It’s a great deal. On the surface.

However, what Jet Blue is really doing is one of the oldest marketing/sales tricks in the book (and that book is Influence, by Robert Cialdini). Start off with a high price to set your mental computer to accept that that as a “Normal” price. Then, once you’ve gotten used to the idea of $599 flights, you’ll be shocked when you see that you could fly from Florida to California for just 88 dollars (one way.)

It drives traffic to the site (goal No. 1) and then once you realize that they’re offering you an all-you-can travel buffet where your eyes will be larger than your PTO, you start looking at the featured flights. And you find one you like. That has a much lower price-tag. And psychology tells you to BUY NOW, before the deal expires.

It’s a great move on two fronts.

1) It’s an outstanding PR campaign. This will make the news in every major market tonight, and will be featured on hundreds of blogs, newspaper articles, etc.

2) It’s a marketing campaign with a basis in psychology. Whether Jet Blue knows it or not (and I’ll bet money they do), they’re applying one of the finest sales methods out there to their web-site.

Now, if only I was still in college. Ahh college, the only time you’re really able to bust buffets of any type…

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2 Comments leave one →
  1. August 13, 2009 2:33 pm

    Great post, like the overall buildout following your comments last night.

    @jeffespo

  2. September 11, 2009 11:03 pm

    Excellent strategy. As long as you are not cheating by making it virtually impossible for the few people who are really wanting to acvail of the offer, to sign up.

    I have seen one Airline advertising ‘Fly for $2’ and having no mention of this on the landing page, just a flight search form. This type of misleading advertising is definitely to be avoided.

    Nice markerting lesson in that blog post – kudos!

    Arun

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