Yesterday’s post showcased Southwest Airlines, a company that has truly stood apart from the field – by design – during its historic 40 years in the business. Today, we’ll take a look at Spirit.
In a tough industry, it’s hard to stand out. But Spirit has done just that – trying very hard to, at times, out-Southwest Southwest.
One of their avenues is advertising and marketing. And last week, at the height of the Anthony Weiner revelations – I received this email from Spirit that many of you undoubtedly saw in various news sources.
So, a good move or a crazy move? On the day this email made the rounds, Twitter exploded, and here’s a sample of tweets that responded to this fare sale:
OK, but that’s Twitter. Is this brilliant marketing that generates buzz, or is it brand suicide? For a little point-counterpoint, here’re Jacobs Media’s Tim Davis and Lori Lewis arguing both sides of the issue.
So, there you have it. Where do you weigh in? Where’s the tipping point where shock's effectiveness in generating buzz creates collateral damage to the brand?
Please comment below.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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In a tough industry, it’s hard to stand out. But Spirit has done just that – trying very hard to, at times, out-Southwest Southwest.
I applaud Spirit’s “spirit” here. Sure there are going to be some who are going to put on their public ‘blue nose’ and act all offended.
Everyone sees worse “double entendre” almost daily.
While everyone’s entitled to their opinion here is mine:
I think Spirit got more looks and attention doing this “top of mind” marketing and therefore better bang for their buck (oooops, he said “bang”) with this campaign than if they’d just advertised the fare pricing special in a traditional manner.
Hi Joel!!
In a world where it’s ‘hard’ to stand out and cut through the clutter, I too stand behind Spirit’s email marketing campaigns.
I do agree with Tim that there is a line where you can go too far but the Weiner sale didn’t cross it for me. Funny stuff 🙂
Isn’t Spirit Airlines one of the “most complained about” airlines, too? I guess there is no such thing as bad publicity, since we are now talking about their marketing instead of their consumer complaints.
Great thoughts Wholesale Jerseys. I agree with you that it’s a tough industry to stand out in. Spirit has found a way to do just that and stay in business.
Hi Scott! I agree with your guess of Spirit Airlines being the most ‘complained about’ airlines within its industry.
I remember the morning show I worked on at 98ROCK/Tampa was hands down the most complained about radio show in perhaps the history of Tampa radio yet we dominated the airwaves every ratings period. Funny how that sometimes works out for brands isn’t it 🙂
Thank you for your input!
Obviously this approach had some impact the folks at Spirit liked – because they did a follow up the next day.
However the real question is, ultimately does this buzz convert to business? When it comes down to it, just because we are talking about them doesn’t mean people are actually buying more tickets, right?
Does this kind of “blue” advertising really create new sales or is it a momentary spike in brand awareness, but with a huge caveat noting the bad taste in many people’s minds?
And if it’s true they are terribly lackluster in the service department, it’s worth noting that it is still part of the conversation as three of us have now mentioned it.
Breaking it down in terms that we radio types understand, I suspect that the take-away for those attracted to AC/Classical/NPR formats will be a negative brand image for Spirit while those attracted to Rock/CHR/Talk might view the brand in a more positive light.
I’ll be interested to see if Spirit can build on their notoriety to create a more well-known & sought-after brand.
(PS-Since we’re all radio types & warped by definition, I don’t consider any of us to be “normal” & representative of the general public.)
The old saying “doesn’t matter what they say about you, as long as they get your name right” applies here. I thought it was humorous. Did not make me think negative of the airline at all. I loved the point/counter-point with Tim and Lori. They both have good points, although I agree more with Lori. It will get people talking about them, anytime you can get above all the daily noise like that, I think you have succeeded.
I’m in no way arguing against the fact this type of stunt generates buzz – it does/did, and will probably have some residual impact on the overall brand.
My primary point is to question whether the buzz can be converted to revenue in a meaningful way, considering the potential cost/damage that this type of approach inflicts.
No doubt this is a PR coup – but is it a *business* coup, too? Is the airline industry big enough and so undifferentiated so that a “bad boy” brand can have a (successful) place?
I’m glad for the dialogue here – because I think many of us grapple with these concerns with regard to imaging and talent. But in radio: buzz = sampling = ratings = revenue (in theory – we know some controversial jocks, despite great ratings are a tough sell).
But when you have to sell an actual product – where consumers vote with their wallet, not their ears – I’m not convinced this approach (at least to this extreme within this industry) is the best path.
Thank you J.J., Buzz, Brent and Tim for the comments. It’s really great reading everyone’s take.
Citing a study from Amadeus IT Group SA and IdeaWorks Co, The Wall Street Journal reported that airlines increased revenue by a total of almost $22 billion last year through adding special fees to ticket sale and Spirit Airlines was one of the top airlines to benefit from this growth.
I’d say their marketing is a ‘business’ coup as much as a ‘buzz’ coup 🙂
Funny how some are objecting. It’s this and it’s that, etc.
REMINDER: they got us talking about it, didn’t they? It created a buzz, didn’t it?
Mission accomplished, Spirit Airlines.