There’s an interesting article on MarketingProfs’ website titled: “Fee-Fi-Fo-Fum.” It discusses Southwest Airlines’ strategic decision not to charge baggage fees. This step has served to differentiate Southwest from its competitors in a very meaningful way. That extra $15 or $20 (each way) can really add up! I’ve felt the pain when I’ve done my expense reports from recent business trips. And as you’ve probably noticed, Southwest has used its advertising to leverage the power of their decision not to charge baggage fees. Here’s one commercial below:
Check out the article on MarketingProfs’ website at http://www.marketingprofs.com/short-articles/1487/fee-fi-fo-fum.
Post by Dan Dunlop, Brand Expeditions
