Preventing an Identity Crisis

Southwest Airlines (SWA) has experienced incredible growth and success as a low-cost air carrier since it began operations as a company in 1971.  But times have changed, and their creative marketing strategy hasn't.  The look and feel of SWA has remained fairly constant while the competitive market for low-cost carriers, despite ever-rising fuel costs, has boomed.

In 2010, SWA made a move to expand its service to the international market as well as increase its presence in key east coast U.S. cities.  Upon its full acquisition of AirTran Holdings in May of 2011, Southwest is dipping its toe into international waters by absorbing routes to Mexico served by AirTran.  The AirTran brand is expected to be fully integrated into LUV sometime in 2013, which means that plans for rebranding should be solidly in place soon (very soon).

SWA circulated an RFP early in 2012 to selected creative agencies asking for help to design a new creative campaign for reveal this Fall (2012) and thereby prevent an identity crisis.  Omnicom Group's TBWA\Chiat\Day, located in Playa del Rey, California, emerged as the winner and joins SWA's creative strategy team albeit with a very tight deadline to launch a Fall campaign that is both fresh and able to differentiate the low-cost leader from its many copycats.

Will LUV prevail?

AP

Sources:
1) http://www.adweek.com/news/advertising-branding/southwest-mulls-new-strategy-creative-search-138967
2) http://articles.orlandosentinel.com/2011-05-02/business/os-southwest-airtran-reuters-update2-20110502_1_southwest-executive-vice-president-southwest-brand-airtran-holdings
3) http://www.adweek.com/news/advertising-branding/southwest-airlines-finally-selects-shop-141602

Aloha!!!

Southwest Airlines may be one step closer to offering flights to Hawaii from John Wayne Airport in Orange County, this would be an asset to the company holding strong against its competition. Flight Attendants voted in agreement last week for a contract that allows flights over water, since Southwest is John Wayne's largest carrier and wants to expand this brings speculation for some soon to be Hawaii get aways.

paylessairportshuttle.com

Aloha Airlines operated between Honolulu International Airport and John Wayne Airport until the Airline said ALOHA in 2008 and shutdown operations due to bankruptcy. This would be the perfect opportunity for southwest to fill a potentially missing void for customers, besides I live in Orange County and could use a vacation :]

http://hvo.wr.usgs.gov/volcanowatch/archive/2006/06_08_31.html

http://www.bizjournals.com/losangeles/news/2012/09/25/southwest-agreement-renews-hope-for-oc.html

Christopher Moore A.K.A ChrisPY MAC

Hispanic Business Magazines Names Southwest Airlines To The 2012 Directory Of Best Companies For Diversity

The Hispanic Business Magazine has named Southwest Airlines one of the Best Companies for Diversity in 2012. Southwest Airlines Company has a commitment with the Hispanic community by hiring, promotion, marketing, philanthropy, and supplier diversity.
“We are proud to be include on the Hispanic Business Magazine’s list of the best companies for Diversity,” said Ellen Torbert Southwest Airlines Vice President of Diversity. according to her the diverse workforce at Southwest Airlines is represented on every division of the company.
I think that diverse workforce is very important in a company that has a customer diversity. People like to be surrounded by familiar faces. Also for the Hispanic community the importance of finding personal who speaks their language is very helpful. 

http://www.prnewswire.com/news-releases/hispanic-business-magazine-names-southwest-airlines-to-the-2012-directory-of-best-companies-for-diversity-169663076.html 

Maria Alfaro

Keeping It In the (SWA) Family

Keeping It In the (SWA) Family

[Source: http://www.incentivemarketing.org/displaycommon.cfm?an=1&subarticlenbr=39]

Southwest Airlines (SWA) is known for keeping its company mission and culture alive (which is anything but stuffy, traditional corporate culture) through its employee-centric programs, but the most important message from the top may be that it trusts its employees not only to do their jobs right but also to refer friends and family members to join the SWA family and support the company's growth.  In essence, SWA is asking its employee family to serve as preliminary recruiters.

This makes sense: If employees work with people whom they know and like, they are more likely to be enthusiastic about going to work and may be more willing to collaborate.  And it also has a much deeper implication: SWA values its employees' opinions.  This is sure to boost employee commitment to the organization and likely reduce turnover (=save $ and maintain productivity).  And, it can also save money for coworkers, especially spouses, who can carpool.

Who says you can't pick your "family"?

AP

Atlanta Flash Mob demonstrates how FLY they really are

If you thought Flash Mobs were approaching extinction, well guess again because the employees for Southwest Airlines at Atlanta's Hartsfield-Jackson International Airport put on quite a show. For those who have no idea what a "Flash Mob" is allow me to explain: A Flash Mob is when a group of people (usually a large group) casually appear in one place and then begin to do the exact same action or actions for a period of time before leaving. 

These Southwest Airlines employees do a somewhat convincing job of transforming a call for security regarding upset customers to a full length choreographed dance routine. Beginning with some perceived passengers and flight attendants doing a few steps, and ultimately finishing with what seems to be their entire staff and maybe some unknown willing participants, this Flash Mob appeared to be entertaining to anyone who witnessed it live.
Article.wn.com

http://www.youtube.com/watch?v=vqaWH6LstbU

Christopher Moore A.K.A ChrisPY MAC

Southwest Airlines Launches swafreedomchop.com With A Big Sale!

Southwest Airlines is proudly announcing swapfreedomchop.com. Through this website consumers can purchase a variety of merchandise with southwest airlines logo embedded. Customer can obtain a 10% off on merchandise from Sept. 17, through Friday, Sept. 21. Southwest employees were selected to promote the new merchandise. According to the company, the employees are the spirit of the company and that makes them the perfect fit for swafreedomshop.com. 

As a consumer a think this idea going to generate more revenues to Southwest Airlines because the customers are going to advertise the company as they wear the company's products.

Maria Alfaro 
http://www.swamedia.com/releases/34b4c0a1-848c-4e37-99d9-111078a89ba5

A free Ford just for showing up to work?

Well, almost.  Southwest Airlines (SWA) abounds with employee incentives, including giving away Ford Explorers for perfect attendance.  From a financial perspective, it makes sense: Whether a firm is encouraging thousands of employees to report to work consistently, increase the level of training or education, or simply meet a monthly goal, the company can afford to award a new vehicle or two and still contribute to the bottom line.   

Countless companies are learning the value of strategic employee incentive programs in today's workforce, which thrives on competition, achieving milestones, and rewarding good work with items of value.  When personal performance milestones are tied to incentive items perceived as valuable, both the employee and the company win.

A happy employee is [almost always] a productive employee, and that translates to an increase in LUV.

AP

Source:

http://www.incentivemarketing.org/displaycommon.cfm?an=1&subarticlenbr=39

Where is the marketing perspective?

Seriously? No Chief Marketing Officer on the call? SouthWest Airlines conducted a conference call on July 19, 2012 describing their second quarter earnings for this year. Included on the call are the CEO,COO,and the CFO. Of course these are the usual suspects for a conference call regarding the success of a business, but its missing the visual component to success...MARKETING

http://seekingalpha.com/article/734501-southwest-airlines-management-discusses-q2-2012-results-earnings-call-transcript?page=1


 I understand how important financial results are to a business, but as a consumer I would like to read about how their marketing strategy has contributed to this success. Also with the numerous advances Southwest is planning to implement in the near future I would imagine new marketing techniques (whether large or small) may be included as well. I would have appreciated more insight on their thoughts about creating new ways to promote Southwest or how they will continue to keep the attention of their customers amidst competition. In totality it was a decent conference call, just missing the icing on the cake.


 Christopher Moore A.K.A ChrisPY MAC

"Click 'N Save" with Southwest Airlines

Southwest Airlines (SWA) makes it known at every opportunity that they are committed to customer satisfaction, and their Click 'N Save emails are no exception. Of course, customer satisfaction almost always equals increased, or at least consistent, profits. The weekly emails are well-designed, pleasing to the eye, and even cleverly relevant (e.g. "Score Deals" is hovering above a football field to coincide with the start of football season). With one click on any topic in the email, viewers are taken to a user-friendly page that helps generate answers quickly. I have found their flight reservation system the easiest to navigate and the information that I want (fare, number of stops, and cheaper dates to fly) are automatically displayed so that I do not need to go back and recheck which boxes I checked in order to conduct a flight search, which can be really annoying. And, SWA lists all of the "need to know" items like blackout dates, exclusions, and tax/fee information BEFORE you even start your search so that there are no surprises (or, at least, there shouldn't be). AP

Southwest "Flight Attendant"

The high cost of fuel had changed the travel industry.  As more airlines charge extra fees for almost everything. Southwest Airlines for 35 years is offering low fares with no strings  attached.I think this is a great campaign. Most people does not like to pay surprise fees. Southwest provides free charge what they believe are basic elements of complimentary service. 

Maria Alfaro

Business Travel Challenge -- Southwest Airlines (playlist)

Southwest Airlines and their Business Travel Challenge demonstrates an entertaining way to market to a target audience. This series of three videos depicts customers as contestants resembling the popular T.V. show "Wipeout" going through obstacles with Southwest or a different airline. In every video the Southwest Airline contestant always wins with ease while the other contestant is faced with common dilemmas that may arise with flying. The humorous approach not only entertains viewers, but informs them on what Southwest Airlines offers its customers. These commercials are sure to keep Southwest Airlines in flight.
Christopher Moore A.K.A ChrisPY MAC