Marketing strategies for Southwest Airlines over the past forty years.

1. Southwest Airlines
Uses of marketing and social media

2. One of the “Top Ten” marketing
strategies.
“By focusing on the customer, doing things the right
way instead of the way they’ve been traditionally
done, allowing its staff to have a little fun on the job,
flying short-haul routes to regional airports, and
becoming the first no-frills carrier, Herb Kelleher
broke the airline industry mold and made
deregulated air travel profitable. Southwest (LUV)
broke the mold. And not only that, but hey, Bags Fly
Free.” -Steve Tobak (CBS News)

3. Marketing Ploys Over the Years
-Personable
(Many real employees in commercials)
-Affordable
(No longer targeted solely to business class)
-Bags fly free (BFF)
-LUV
(friendly, charitable, and “fun” airline)

4. Southwest in 1972 Available and affordable for
the average person, not
limited to the business and
first class passengers.
“Do you remember what it
was like before Southwest?

5. Bags fly free! (BFF)
Affordable, while also
setting a fun, friendly,
and personable tone
for the company.

6. Social Media in the Industry
-Facebook
-Twitter
(Several posts each day)
-Blog
(“Nuts about Southwest”)
-Instagram
(Some posts relate to world issues
while others are simply funny).
-Youtube

7. The “Face” of Southwest Airlines
Marty Cobb, became the
“face” of Southwest
airlines after posting a
video of her comical safety
demonstrations on-board
an aircraft.

8. Flight Attendant Promotion
-Following her sudden rise in
popularity, Marty appeared as a
guest on the Ellen Show, which
SWA promoted on twitter.
-She will also be featured in
Southwest’s upcoming
commercial.

9. “Fun” Instagram posts
On Instagram, Southwest
frequently posts fun and
entertaining pictures that
correspond with the
company (i.e. free bags and
nuts)

10. Community Based Work
Southwest also supports
community and
environmental work,
promoting
humanitarianism as a
part of their company’s
mission.

11. Project Luvseat--”Repurpose with Purpose.”
-43 acres of used leather seat coverings
“repurposed” in order to provide products for
those at the SOS Children’s Villages in Nairobi,
Kenya. This also creates employment for those
in the area to create these items from the
material.
-”By donating the used leather for social impact
and keeping it out of landfills, Southwest airlines
is reinforcing its commitment to long-term global
sustainable business” (prnewswire.com).

12. Considerate and Charitable
Southwest takes pride
in their employees,
encouraging charity
work throughout the
community.

13. Mission Statement
“...dedication to the highest quality of customer
service delivered with a sense of warmth,
friendliness, individual pride, and company
warmth” (southwest.com).