Free Marketing Advice for Airbnb

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Transcript of Free Marketing Advice for Airbnb

  • Free Marketing Advicefor Airbnbby Celestine Tan

  • Campaign SummaryBusiness Objective Drive new user trial

    Communication Objectives 1. Drive meaningful brand awareness - communicate the brands equity and values

    2. Drive Airbnb familiarity3. Generate campaign talkability

    Audience Segment (Demographic) Everyone 18-35

    Audience Segment (Strategic) Aspirants1Those who are willing to pay for a glimpse of a life they aspire to.

    1. Premium is the New Economy by Celestine Tan

  • 18-35s are most likely to spend on life experiences such as travel. 78% would choose to spend money on an

    experience over a physical purchase

    +17% more likely to invest in an experience versus previous generations

    77% believe that the best memories are from real-life experiences

    69% believe experiences make them more connected to other people, the community, and the world.

    70% increase in demand for real-life experiences since 1970 Source: Millennials - Fueling The Experience Economy by Eventbrite

    Important note: Study cited was conducted with an American sample; might not be representative of the Asian population.

    Audience Segment Rationalization

  • 18-35s are Aspirants.

    They are willing to pay for a glimpse of the life that they have been dreaming of, the need to belong,to be part of that world.

    Source: Premium is the New Economy by Celestine Tan

  • Even if its just for one night.

  • Big Idea

    Belong Anywhere.

    Live the life you (be)long to. 18-35s (Aspirants)

    I am willing to pay to experience the life that Ive been fantasizing of.

  • Creating relevant content to bust barriers of awareness and familiarity, and to inspire trial.

    Inspire Inform Involve

    Appeal to emotion. Create brand content around lifestyle aspirations whether imagined or real. The content should embody and communicate the equity and values of the brand.

    This would be the brands Hero content that would generate meaningful awareness through paid reach and earned reach (talkability/shares).

    Create content to educate the brands product offerings, and to familiarize the audience with the brands approach. This could be done in partnership with media vendors and influencers, to deliver the message more effectively.

    This would be the brands Hygiene content that will be relevant all year-round.

    Offer content within context that triggers consideration and prompts call-to-action (trial). This could also be done in partnership with media vendors and influencers.

    This could be a standalone, or follow right after Inspire and Inform content.

    Note: Content described above are broad summaries. They are platform and format agnostic, and not mutually exclusive.

    Strategic Content Framework

  • Examples of Content - Carrie Life targeting females. (Twitter ad copy)

    Content example was made fit-for-use on Twitter; cannot be repurposed directly onto other platforms such as video. Content has to be created specifically with the intent for use on a specific platform and not a one-size fits all approach.

  • Examples of Content - Playboy Life targeting males. (Twitter ad copy)

    Content example was made fit-for-use on Twitter; cannot be repurposed directly onto other platforms such as video. Content has to be created specifically with the intent for use on a specific platform and not a one-size fits all approach.

  • Inspire Inform Involve

    Paid

    Owned

    Earned

    Incremental reach and awareness via passion point distribution, versus travel focused.

    Expand placement genres beyond Travel, focus on audience passion points such as entertainment (movies, music, TV shows etc.), celebrities, fashion and lifestyle (e.g. zen, yoga, surfer). The impact is three-fold: 1. effectively break out of travel category clutter, 2. cheaper

    cost of media as a result of reduced competition and 3. inspire consumers to live the life they aspire through Airbnb.

  • Inspire Trial through purposeful alignment of touchpoints and content.

    Inspire Inform Involve

    Paid

    Owned

    Earned

    Maximize inspire content across distributors such as YouTube, Unruly and Facebook for reach, and syndicators such as Rightster for earned media which facilitates shares/talkability.

    Leverage on Airbnb owned platforms with a purposeful approach, for instance Instagram to be used to Inspire, given the visual/storytelling nature of the platform, whereas LinkedIn is used to Inform more about the business.

    Google Search (SEM) is key to reach out to users that are already within the Consideration mindset, as well as being relevant in terms of SEO. This should be part of a broader always-on strategy.

    Return of investments gained via earned media, activated through syndication partners such as Rightster.

    Inform and Involve content could generate earned media, through sharing of content via brand owned platforms, as well as media partner platforms such as Buzzfeed, Yahoo! etc.

    Work with media partners and influencers to create credible educational content around Airbnbs offerings - pay back to the Live the life you belong proposition. Maximize select articles with distributors such as Outbrain.

    Leverage publisher environments, context and consumer state of mind to inspire trial. E.g. Playboy life ad copy shown alongside articles relevant to Playboy, Hugh Hefner, high life, dating,

    Consideration TrialFamiliarity ConsiderationAwareness Familiarity

  • Thank you.Celestine Tancelestinetan@gmail.com@celestinetanhttps://sg.linkedin.com/in/celestinetan