How Southwest connected with new markets and maintained a strong link to them.
Kelleher revealed that there were unique circumstances that entailed moving into new markets that needed to be handled right.
The first thing he said that Southwest Airlines (LUV) did was to study in a very extensive way the community they would be moving into. He said no matter where it was, they would call it their "hometown," to develop the feeling of home when serving it. This was all done before a city was entered.
What was important in doing that was to find out what was specifically important to a city from a public relations and marketing standpoint. The only reason for was to find out what was important to people, so they could immediately enter into that activity.
For example, I know of a city that has a yearly marathon that draws thousands to the region; it's the biggest event that comes to town. If a company was to move into that city like Kelleher suggests, they would immediately start contacting the administrators of the marathon and find ways they could sponsor and help with it.
When you take something that is very important to a community, and immediately enter into that festivity or activity, you are in a very short time considered one of the community. This is the way to get things started, but that should only be the beginning.
With Southwest, they would almost keep on top of what was changing within a community and the needs out there, and would always communicate on how they could somehow step in and help in some way.
The only caution is that what we get involved in needs to be part of the core values of the company. It must fit in with who we are, or it could backfire.
Keeping that one thing in mind, this is a great way to launch a business, not only in a city, but in a neighborhood as well. All we've got to do is find out what's important to a community and get involved, helping in some way. From there we keep our eyes and ears open looking for new things that the company can help the people with.
A simple but powerful way to immediately connect with a community and stay in its good graces for as long as we're part of it.
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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