Airbnb Campaign Proposal

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  • AirbnbsCampaignProposal2016

    OverstepCommunications

    NicoletteAmbrosio KayleeNaden JanelleKelly

    WonjaeChoi LiumingGuo

  • OverstepCommunications157MissionStreetSanFrancisco,CA94127March22,2016

    JonathanMildenhallChiefMarketingOfficerAirbnb,Inc.888BrannanStreetSanFrancisco,CA94103

    DearMr.Mildenhall:

    AttachedinthisbookletisAirbnbsCampaignProposal.Enclosedyouwillfirstfind

    anExecutiveSummaryandIntroduction,followedbytheoverallMarketingProblem,which

    discussesthatlackofawarenessandsecurityconcernspreventtravelersfrombookingan

    Airbnb.Afterthat,youwillfindadetailedSituationAnalysiswithaSWOT.Next,thereisan

    explanationofthetargetaudienceforthiscampaign.Thetargetaudienceismillennialsin

    theU.S.,China,andKorea,andthereissupportingevidencefrombothPrimaryand

    SecondaryResearch.Finally,youwillencounterourMarketingandCommunicationGoals,

    alongwithbriefCreative,Media,andPromotionalStrategies.Here,itwillexplainthatthe

    advertisementsneedtoreduceskepticismandraiseawarenessinorderforthetargetto

    becomeamemberofAirbnb.

    Ifyouhaveanyquestions,pleasecontactOverstepCommunications.

    Sincerely,

  • TableofContents

    ExecutiveSummary..............................................................................................................................................1Introduction..............................................................................................................................................................2MarketingProblem...............................................................................................................................................3

    SituationAnalysis..................................................................................................................................................4CompanyAnalysis...........................................................................................................................................4ConsumerAnalysis..........................................................................................................................................6MarketAnalysis................................................................................................................................................9ProductAnalysis...........................................................................................................................................10

    CompetitiveAnalysis...................................................................................................................................11SWOT..........................................................................................................................................................................16

    Strengths..........................................................................................................................................................16Weaknesses.....................................................................................................................................................17Opportunities.................................................................................................................................................20Threats..............................................................................................................................................................23

    TargetAudience...................................................................................................................................................27SecondaryResearch....................................................................................................................................27PrimaryResearch.........................................................................................................................................29

    Methodology..............................................................................................................................................29ResultsandImplications.......................................................................................................................30

    SynthesisofPrimaryandSecondaryResearch...............................................................................40TargetRecommendations........................................................................................................................41ProblemsandOpportunitiesAssociatedwithTargetAudience..............................................42CampaignGoals....................................................................................................................................................46MarketingGoals............................................................................................................................................46CommunicationGoals................................................................................................................................47RecommendedCreative,Media,andPromotionalStrategies...................................................51CreativeApproach......................................................................................................................................51

    MediaStrategy..............................................................................................................................................52PromotionalStrategy.................................................................................................................................54

    Summary..................................................................................................................................................................56

  • References...............................................................................................................................................................57Appendix..................................................................................................................................................................69SimmonsOneViewTables........................................................................................................................69

    Questionnaire.................................................................................................................................................75FocusGroup....................................................................................................................................................81

    SPSSOutputs..................................................................................................................................................83Photos...............................................................................................................................................................90Charts................................................................................................................................................................91

    OstrowModel................................................................................................................................................92

  • 1

    ExecutiveSummary

    Airbnbwasfoundedin2008bytwofriendsandallowstravelerstorentspacesfrom

    hosts,orpeoplewhohavevacantspaceintheirhomes.Whilerelativelynew,Airbnbs

    currentworthis$25.5billion(Carson,2015).OverthefewyearsAirbnbhavebeen

    operating,theservicehasgeneratedmuchattention.Morethan60billionindividualshave

    usedAirbnbin34,000citiesand190countries.Further,therehavebeen2millionlistings

    worldwide(AirbnbRecappingDay1ofAirbnbOpen,n.d.).

    Inspiteoftheirsuccess,Airbnbstrugglestocommunicateapositivebrandimageto

    potentialnewusers.Thisdisconnectislargelybasedonmistrustofthecompanyandis

    affectingthenumberofpeoplewhodecidetobecomemembers.OverstepCommunications

    recommendedtofocusonstudentsandprofessionals,18to34-years-old,becauseour

    researchshowedthatthesetwogroupsusetravelsitestobooktravelaccommodations.

    ExpandingintotheChineseandKoreanmarketsprovidesmultipleopportunitiesfor

    Airbnbbecauseofagrowingnumberofinternationalanddomestictouristsintheseareas

    (TravelChinaGuide,2015;StatisticsKorea,2015).Ourresearchshowedthattherearenot

    anysignificantdifferencesseenbetweenstudentsandprofessionalsamongthedifferent

    markets,exceptforChina.Thus,theproposedcampaignOverstepCommunications

    constructedfocusesontargetingmillennialsinAmerica,China,andKorea.Additionally,the

    ChineseandKoreanmarketswillpushAirbnbtodevelopamoretrustingpersonality,as

    thesetwoaremostconcernedwiththetrustworthinessoftheservice.

    Lastly,theproposedcampaignwillrevolvearoundincreasingthenumberofpeople

    whosignuptobecomemembers.Theadvertisementswillincludeinformativeand

    emotionalappealsandbeplacedonlinethroughbanneradvertisementsandsocialmedia.

  • 2

    Introduction

    Whenbookingtravelaccommodations,therearemanysourcesused.Asfoundin

    ourresearch,peopletendtolookforaccommodationsthathavegoodsecurityinthearea

    andthatareclean,suchasthemultitudeofonlinesourcesavailable,andthisserviceisan

    upandcomingformofoneoftheseservices.Airbnbprovidedifferentalternativestohotel

    accommodationsduringtravels.HostsofAirbnbrentoutroomsortheirentirehomesto

    peoplelookingforadifferentaccommodationwhentravelingtoanewdestination.

    Foundedin2008,Airbnbhasgrownsignificantly(AboutUs,n.d.).TheybeganinSan

    Franciscoanddestinationscannowbefoundallaroundtheworld(Airbnb,n.d.).Currently,

    thereareAirbnblistingsin34,000citiesand190countries(AboutUs,n.d.).Theserviceis

    becomingmorepopular;however,therearestillafewchallenge