Social marketing for southwest airlines

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 posts On 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 CharitableSouthwest 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).