Southwest Airlines Uses of marketing and social media

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)

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)

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?

Bags fly free! (BFF)

Affordable, while also

setting a fun, friendly,

and personable tone

for the company.

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

The “Face” of Southwest AirlinesMarty Cobb, became the

“face” of Southwest

airlines after posting a

video of her comical safety

demonstrations on-board

an aircraft.

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.

“Fun” Instagram postsOn Instagram, Southwest

frequently posts fun and

entertaining pictures that

correspond with the

company (i.e. free bags and

nuts)

Community Based Work Southwest also supports

community and

environmental work,

promoting

humanitarianism as a

part of their company’s

mission.

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).

Considerate and Charitable

Southwest takes pride

in their employees,

encouraging charity

work throughout the

community.

Mission Statement

“...dedication to the highest quality of customer

service delivered with a sense of warmth,

friendliness, individual pride, and company

warmth” (southwest.com).