We Must Understand Our Marketing Challenges
At the time that Southwest Airlines (LUV) started flying, Kelleher understood that there were two things the company had to do to be successful.
First, he knew they had to create a new market. He understood that with the low-price strategy of the airlines, he would be able to attract those who were currently using trains and buses as means of travel.
Secondly, he had the challenge of marketing to existing air travelers by appealing to their ability to fly more often because of Southwest Airlines lower rates.
The strategy of low prices immediately created two marketing challenges they knew they had to conquer. But understanding exactly who it was they were reaching out to and why, brought them halfway to success before they even began their campaigns.
When they knew who it was they were reaching out to, from there it was just a matter of finding the right place and message to reach their potential customers with.
This is another one of the key elements that the great managers all have: understanding exactly who they are marketing to. If that sounds too simple, then how come so many business leaders are clueless in this area? How come so many marketing messages sent out today still try to reach everyone, everywhere.
I always read the marketing messages sent out that attempt to include everybody in the world as someone they can do business with. No wonder they struggle so much in profitability and sales.
If we don't know what market we serve, then how can we market to them? It's one of our responsibilities as business managers to make sure we know who it is we serve.
The one thing for sure? - We don't serve everybody.
Other Herb Kelleher Sources:
Herb Kelleher on the Record, Part 1
Belief Model for The Leadership of Herb Kelleher (Southwest Airlines)
Herb Kelleher, Chairman, CEO and President, Southwest Airlines
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