Good marketing is being upfront with your market. Southwest has always struck me as being great at marketing. But it looks like someone's evil twin has taken over. Late last Friday they sent out a newsletter to their loyal Rapid Rewards member. First off, who reads Friday promo materials? Ah, look at the bottom and you'll see this:
Effective December 8, 2007, Southwest Airlines reserves the right to amend, suspend, or terminate the Rapid Rewards program at any time, with 30 days notice. This constitutes a revision of Rapid Rewards rule #27, which currently states: Southwest Airlines reserves the right to amend, suspend, or terminate this program at any time, with six (6) months notice.
Which means that Rapid Rewards could go away in January 2008. And this is good "communications" with your customers? Building lasting relationships?
For those of you with a bunch of awards, I'ld start thinking about a couple of fall trips. Or maybe I'm just having a bad day.