In marketing class, it’s called disruption: A business does something completely out of the ordinary for its industry, and customers either say, “Dude, that was weird,” or they latch on and enjoy the ride.
Though it may not translate directly into sales numbers, Bob Hope Airport has something going in its disruptive marketing. First, there’s its Twitter feed — if you want to see how a business can connect with its customers, check out the service you get for free by following Bob Hope Airport. By visiting the page before your flight, you may learn what the traffic is like around the airport as you’re leaving home, or how long security lines will take once you arrive.
One subject revisited, rehashed and re-tweeted often is the airport’s selection of music. The soundtrack is a mellow blend of ’80s Top 40 hits mixed with some Reagan-era easy listening that always hovers just out of earshot. As you board your flight for Phoenix, you might discover the Crowded House earworm you’ve been humming for the last 10 minutes came straight from the speakers above your head.