The Best Test: Southwest Airlines Tries 2 Very Different Efforts
September 28, 2011
|
Please install the latest version of Flash to view this content.
You can find the latest version of Flash here: Flash
“YOUR BAGS FLY FREE” is a great USP (unique selling proposition) that is so cleverly promoted on TV ads from Southwest Airlines. Now you can check out the latest direct mail test from Southwest with DMIQTV’s Peggy Hatch as your personal pilot. Here are some highlights of the episode:
- Both envelopes are bright Southwest yellow, but one of the packages plays off the TV branding and the other mimics an airline ticket.
- Different approaches on creative … different formats … which do you think will bring in the orders for their Rapid Rewards Premier Credit Card?
Download both packages for free and then vote on your favorite! We’ll be watching the mail to see which package becomes the winner and new control mailing.
|
POLL:
For Southwest Airlines, which package do you think will bring in the orders for their Rapid Rewards Premier Credit Card?
- MORE ON
- DIRECT MAIL
MORE ON DIRECT MAIL >>
FROM THE BOOKSTORE
Secrets of Direct Marketing Testing
Available as a PDF
A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.
Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving...
A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.
Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving...
PURLs for Profit
Available as a PDF
Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.
A New Best Practices and Case Studies report from DirectMarketingIQ.
Do you want a higher response rate? Do you want to make a bigger profit? Do you...
Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.
A New Best Practices and Case Studies report from DirectMarketingIQ.
Do you want a higher response rate? Do you want to make a bigger profit? Do you...
COMMENTS
Click here to leave a comment...
Most Recent Comments:
Terence Savage - Posted on September 28, 2011
This is not what Rosser Reeves - the man who developed the USP concept - meant by a USP. A USP is about the product has to be unique - this isn't. It is an advertising sales with wit and is attention grabbing but it isn't a USP.
This is not what Rosser Reeves - the man who developed the USP concept - meant by a USP. A USP is about the product has to be unique - this isn't. It is an advertising sales with wit and is attention grabbing but it isn't a USP.
Peggy Hatch - Posted on September 29, 2011
Thanks so much for writing. For me, bags flying free is a Unique Selling Proposition. Southwest differentiates itself from the competition (US Airways, Delta, etc.) and meets the following criteria as defined on Wikipedia:
" The proposition must be one that the competition either cannot, or does not, offer. It must be unique — either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising."
You can check out the full description -- giving full credit to Rosser Reeves -- at http://en.wikipedia.org/wiki/Unique_selling_proposition
Thanks so much for writing. For me, bags flying free is a Unique Selling Proposition. Southwest differentiates itself from the competition (US Airways, Delta, etc.) and meets the following criteria as defined on Wikipedia:
" The proposition must be one that the competition either cannot, or does not, offer. It must be unique — either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising."
You can check out the full description -- giving full credit to Rosser Reeves -- at http://en.wikipedia.org/wiki/Unique_selling_proposition
Click here to view archived comments...
Archived Comments:
Terence Savage - Posted on September 28, 2011
This is not what Rosser Reeves - the man who developed the USP concept - meant by a USP. A USP is about the product has to be unique - this isn't. It is an advertising sales with wit and is attention grabbing but it isn't a USP.
This is not what Rosser Reeves - the man who developed the USP concept - meant by a USP. A USP is about the product has to be unique - this isn't. It is an advertising sales with wit and is attention grabbing but it isn't a USP.
Peggy Hatch - Posted on September 29, 2011
Thanks so much for writing. For me, bags flying free is a Unique Selling Proposition. Southwest differentiates itself from the competition (US Airways, Delta, etc.) and meets the following criteria as defined on Wikipedia:
" The proposition must be one that the competition either cannot, or does not, offer. It must be unique — either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising."
You can check out the full description -- giving full credit to Rosser Reeves -- at http://en.wikipedia.org/wiki/Unique_selling_proposition
Thanks so much for writing. For me, bags flying free is a Unique Selling Proposition. Southwest differentiates itself from the competition (US Airways, Delta, etc.) and meets the following criteria as defined on Wikipedia:
" The proposition must be one that the competition either cannot, or does not, offer. It must be unique — either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising."
You can check out the full description -- giving full credit to Rosser Reeves -- at http://en.wikipedia.org/wiki/Unique_selling_proposition
