Why Your Competitive Edge is Key: Don't Make the Same Mistake as Southwest

Why Your Competitive Edge is Key: Don't Make the Same Mistake as Southwest

If you’ve been on any platform today, you’ve likely seen the latest news from Southwest Airlines. For years, their free checked bag policy was a huge selling point. It was one of the main reasons that customers (including myself) were loyal to the airline. I’d pick Southwest over other airlines just because of that one simple benefit. I’ve never been the girl that can just pack a carry on and go. Southwest announced they were scrapping their free bag policy, and now passengers will have to pay for checked bags starting May 28, 2025 for those who are not on their A-list loyalty program. Just my luck that I booked my next trip to Vegas last night that heads out on May 30th. *womp womp

Can you imagine the shockwaves this caused? Based on my Tik Tok and Facebook research, customers seem to be upset, and for good reason. For years, this free bag perk was the competitive edge that set Southwest apart from other airlines. And now, they’ve taken it away. For loyal customers, this feels like a betrayal, and it raises a larger question: Why would I keep flying with Southwest when I can get the same flight experience with other airlines?

This situation perfectly illustrates the importance of holding onto your competitive edge in business, and how losing it can cost you more than you think.

The Importance of Your Competitive Edge in Business

In business, your competitive edge is what sets you apart from everyone else. It’s the thing that makes people choose you over the competition. And in the world of events, the same applies. You don’t want to just blend in with everyone else, especially when your attendees have so many other options. Everyone is hosting a business conference, everyone is hosting a mixer; what makes your experience the obvious choice? If your competitive edge isn’t strong enough or you start losing what makes you unique, you risk your business and events becoming just another option on the list.

But let’s not forget that keeping your competitive edge is key. Losing it or changing it without consideration can be risky, and Southwest is a prime example of this. They are now facing backlash because they took away a service that made them stand out. Their customers are frustrated, and it’s likely that many will start looking elsewhere. We don’t know yet how this will play out, but I know for myself I will begin exploring different travel cards and the perks of other airlines.

As an event producer, you can’t afford to make the same mistake. You need to know your competitive edge, and more importantly, you need to stick to it. This is what will ensure that your events stand out from the crowd and that your attendees are not only excited to come but eager to return.

Finding and Keeping Your Competitive Edge as an Event Producer

So, how do you find and keep your competitive edge as an event producer?

1. Identify Your Unique Selling Proposition (USP)

What sets your events apart? Maybe it’s your ability to create highly engaging, interactive experiences that attendees can’t get anywhere else. Or maybe it’s your expertise in a specific area that makes your events an absolute must-attend for anyone in your industry. Whatever it is, this is your competitive edge, and it’s what makes your event stand out. Know it, own it, and don’t let it go.

2. Build Emotional Connections

One of the most powerful ways to differentiate your events is by building emotional connections with your audience. People don’t just attend events; they want to feel like they belong, like they’re a part of something bigger. Creating an experience that resonates with them emotionally can set you apart in a way that no other event producer can match.

For example, Southwest’s free bag policy was about more than just saving money, it was about the convenience and peace of mind that came with it. For your events, think about what emotional benefits you provide. Whether it’s a sense of community, inspiration, or empowerment, use these emotional triggers to create a deeper connection with your attendees.

3. Deliver What You Promise and More

One of the biggest factors in losing your competitive edge is failing to deliver on your promises. If you say your event will be transformative, make sure it is. If you claim it will be a networking powerhouse, back that up with real opportunities for attendees to connect. Just like Southwest built loyalty with the promise of free checked bags, you need to ensure that the promises you make about your events are kept, and that your attendees leave with even more than they expected.

4. Stay True to Your Values

If you’ve built your reputation on a specific aspect of your event experience, stay true to it. If your focus is on providing high-quality content, don’t dilute that by adding too many distractions just to appeal to a broader audience. A small example, I give out red roses at my events and each person is going to leave with a personalized letter from me. Stay aligned with your mission, and keep delivering value to your core audience. It’s the consistency of your offering that will keep people coming back.

Southwest’s Competitive Edge Loss: A Lesson for Event Producers

In light of Southwest’s decision to change its bag policy, we can draw a valuable lesson: Don’t mess with your competitive edge unless you have a compelling reason to do so. In business, particularly with events, if something is working, if your audience is loyal and engaged, don’t change it for the sake of “trying something new.” People value consistency, and when you take away what they love about your events, you risk losing that trust.

How to Fill Your Events Without Losing Your Competitive Edge

So, how do you ensure you maintain your competitive edge and still sell out your events? It’s all about staying focused on the value you offer. The people who show up for your event aren’t just attending, they’re buying into what you provide. They’re buying into the experience, the connection, and the transformation you offer.

To help you maintain and amplify your competitive edge, I’ve created the Conversion Toolbox. This resource is designed specifically to help event producers like you fill your events with the right people, those who align with your mission and are excited about what you offer. It’s about having the right strategy, the right tools, and the right mindset to attract attendees who will not only attend your event but will also continue to support you long-term.

With the Conversion Toolbox, you can stay true to your competitive edge while attracting the right audience, ensuring that your events are packed with engaged, high-quality attendees who value your work.

Final Thoughts: Stay True to What Works

Your competitive edge is a powerful asset. Don’t make the mistake of abandoning it just because others are doing something different. Stay true to what works, keep delivering value, and always show up for your audience. When you do, the right people will continue to come, and they’ll keep coming back for more.

Want to fill your next event with the right people? Download the Conversion Toolbox and take your event marketing strategy to the next level today.