New marketing plan dubs this area "The Beach"

[yippie]

I didn't find a question in your former post that relates to my question #2. Let me see if I can explain it better.

According to a statement you made, Sw Air needs one entity to deal with instead of a scattering of different communities. My question is WHY? Are they in the tourism business? I understand they want as many flights as possible to the area...but that should be our quest...to identify our communities (IMO individually). The airport will be in the Emerald Coast. Then label each community under that umbrella. It sounds like THE Beach will just make another confusing entity.

OK. i understand and when you put it that way, seems to me, if I was working for Southwest, that it would be the complete opposite. The MORE towns or areas an airport serves the better!

i will ask these questions and post the answer when I get them..

Thanks for the explanation.

 

[Do Good]

Anyone else want to share their thoughts of my suggestion as to why CV3000 was created?[/quote]
I think if I were a business leader who is considering allocating some of my marketing funds toward this campaign: I?d like to know who is answering the phones (or following up on internet leads), what the message is, what sort of customer intelligence is being gathered, and will I have access to massage that database myself?

I?d also like to see who Vision 3000 thinks the customer (profile) is, and how they got to that conclusion. If the profile matches my companies customer profile, and if the database that is being built- holds the information I need to exploit my company -than maybe it would be a good place to dedicate a portion of my marketing dollars.

I certainly wouldn?t place thousands of dollars and expect someone else to make the magic happen for my company.

? I wish instead of talking about the brand, or lack thereof, there were some talk about the logic of database building----and the database distribution of new qualified leads.

I also think that when you try to regionalize a brand, you are taking up an enormous risk... the lead may be lost in all their options... so, you can see the most important thing these people can accomplish is building customer intelligence. That way, I as a contributing business owner, can maximize the database I helped to fund growth thereof.

If the folks of Vision 3000 think they are doing anything else, I think they will fail. As, you cannot be all things to every lead. And without humans helping humans, I think there is a tremendous fall off (less conversion), so, who the heck is going to be the magical person behind the lead distibution? I think you would have to be a SoWaller.

 

[Kurt]

SeagroveGirl - If you read back through the thread you'll see that the SW airline official suggested something that would fit on a billboard like, "Southwest flies to the Emerald Coast of Florida".

I wonder if "Southwest flies to THE BEACH", is what he suggested?

 

[yippie]

Why is SouthWest Airlines so important? There are many air carriers out there.

I don?t know because I haven?t been involved, and wasn?t involved when this came about.

Why do they need one consistent identity?

Seems like having more areas served by the airport would be more advantageous to an airline instead of ONE entity. I believe it has to do with how SW markets to its customers ? very simple advertising, e.g. Vegas, Reno, New York, Los Angeles. It gives them that one or two word identity they want their markets to have.

OK. Those are the answers to those questions and I will be happy to present more if you would like.

IMHO - Southwest is going to go to the new Panama City Airport. The problems with the local FWB airport is the compatibility issue with the military. And frankly, I would rather fly out of the new airport equal distance to me and an easier drive.

 

[seagrovegirl]

I don?t know because I haven?t been involved, and wasn?t involved when this came about.



Seems like having more areas served by the airport would be more advantageous to an airline instead of ONE entity. I believe it has to do with how SW markets to its customers ? very simple advertising, e.g. Vegas, Reno, New York, Los Angeles. It gives them that one or two word identity they want their markets to have.

OK. Those are the answers to those questions and I will be happy to present more if you would like.

IMHO - Southwest is going to go to the new Panama City Airport. The problems with the local FWB airport is the compatibility issue with the military. And frankly, I would rather fly out of the new airport equal distance to me and an easier drive.

Thank you, Yippe...well done!

 

[John R]

IMHO - Southwest is going to go to the new Panama City Airport. The problems with the local FWB airport is the compatibility issue with the military. And frankly, I would rather fly out of the new airport equal distance to me and an easier drive.

what compatibility problems? for me, it doesn't get much easier than 331>20>airport. PNS is another story entirely.

 

[yippie]

SeagroveGirl - If you read back through the thread you'll see that the SW airline official suggested something that would fit on a billboard like, "Southwest flies to the Emerald Coast of Florida".

I wonder if "Southwest flies to THE BEACH", is what he suggested?

Kurt - a client of mine mentioned a few things on this, but the contradict each other. One was the number of characters available, say on billboards, etc. But, then they mentioned the plan was to use THE Beach - Emerald Coast, THE Beach - Beaches of South Walton, in other words we would keep our identity along with this THE Beach theme.

So, as you can see, they contradict each other and I, personally, am not buying it.

 

[yippie]

what compatibility problems? for me, it doesn't get much easier than 331>20>airport. PNS is another story entirely.

You forgot the insane traffic issues in Niceville on 20, which by the way is under construction AGAIN!

There are some issues with Eglin Air Force Base since the airport basically shares their runways. I am not sure EXACTLY what the issues are, however, I have understood for years that some of the airlines deter away from here for that reason.

Another reason is the Pensacola Airport offers space for less money to the airlines, serving a bigger area.

And, again, IMHO, they are going to go to the Panama City Airport. What St. Joe wants, St. Joe gets. And I think they will want a low cost, popular carrier like Southwest's presence.

 

[yippie]

This may answer a few more questions that are being raised, including their "vision" and the staff.

http://www.thebeachfla.com

 

[Matt J]

Thank you, Yippe. I appreciate the work you put into your post to inform us on CV 3000. Those were good questions you asked. Here are some questions for Sowal;

Why is SouthWest Airlines so important?

Why do they need one entity, or any entity for that matter?

SouthWest is important because it is a low cost carrier as Yippie said. I personally would love to have one. I love this area and would never move, but I do still like to travel.

I have a feeling this entity needed something they could copyright, and in turn own. I believe that the Emerald Coast is not an owned term and would be public domain. Not sure on that, anyone know for sure?