Applying “Porch Rules” to Marketing

If you live in NYC, you may have heard that Southwest Airlines recently opened Southwest Porch – a pop-up outdoor lounge located on the southwest corner of Bryant Park.

I stopped by after work yesterday and was impressed. The theme is clearly relaxation and the layout includes porch swings, Adirondack chairs and a selection of great food and Southwest Summer ale.

What I appreciated most about the experience is that Southwest carried through on its promise of comfort. No ticket kiosks in sight.  No heavy-handed brand reps passing out flyers. No gimmicks or give-aways.  The porch is simply about providing New Yorkers with a spot to unwind after a long day.

My colleague Mike and I struck up a conversation with Regina and Rose, two of Southwest’s brand ambassadors, to learn more about the porch.  They explained that it was launched to celebrate Southwest’s service into and out of LGA.  When asked about the understated approach to marketing, they commented that it was by design. The goal is to connect with locals, build affinity, and demonstrate that the company is committed to customer service. 

Southwest gets it – you can’t build affinity with megaphones and street teams.  But you can build it by inviting people to join you for drinks and conversation on a relaxing, country-style porch!  One important element is that the Southwest Porch isn’t hosted by marketing execs or corporate spokespeople.  Instead, the hosts are employees who embody the Southwest spirit.  Regina and Rose, both company veterans, work in the tax department at the company’s Dallas HQ. You could tell by speaking with them that they have a genuine love for the company and the work that they do.  

All brands should apply “porch rules” when engaging consumers.  In my mind, porch rules are simple:

• Create a welcoming atmosphere
• Have an authentic host
• Provide value (in this case comfortable seating, shade, and cold drinks)
• Treat people like your neighbor or guest – not a 'consumer target'
• Focus on smiles (read David Armano’s thoughts on this) 

Any porch rules that you would add to this list? If you are in NYC this week, stop by the Southwest Porch and grab a drink with Regina and Rose. They are excellent hosts!