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AIRBNB - IMC

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by

Diana Florescu

on 14 November 2016

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Transcript of AIRBNB - IMC


CREATIVE TEAM
WE ARE...
AGENDA
AIRBNB KNOWS WHY…
WHO ELSE IS OUT THERE...?
Objectives
- Increase awareness of Airbnb among the UK Target Audience by 30% over 12 months.



- Increase awareness among UK market of Airbnb as official sponsor of the Olympic Games in Rio.
- Surge website traffic by 25% in 12 months;
- Rise brand credibility by more than 50% and change attitudes towards peer-to-peer accommodation.



- Increase in listings by 100% in Rio which triggers the same growth in bookings and sales in the next year (Brazil).



CTA - use Value Appeal as incentive
Message: Belong Anywhere. It’s human...
NAT
URE
. Book through AIRBNB and you can win a FREE ticket to the 2016 Olympics in Brazil.

Channel: Affiliate Marketing, Google Ads, Offline - Newspapers & Magazines
NEED RECOGNITION
The prospect visits Airbnb Website or Social Media Platforms...
Credentials (Olympics, TripAdvisor & VisitBrazil) must be made visible to increase credibility
Create unique hashtag
#whodoyousupport
including the Fear of Missing Out Appeal


1 min Promo Video hosted on Airbnb Website presenting Airbnb as official sponsor to increase credibility
FORCEd EXPOSURE
The prospect becomes a customer...
Continuous communication & unique customer experience
Offer unique promo code to download Airbnb App for FREE where they could stay in touch with the host at any time;
Use Mobile app to send updates & countdown to Olympics;
Set up real time communication on Airbnb Website to talk and see the host via Webcam;
Run online contest –
“Tell your friends who do you support this summer at the Olympics”
– The most engaged user receives two free tickets to the event;
*KPIs - number of likes/shares/tweets in a specific day
The journey does not have to end here....
CUSTOMER RETENTION & CONVERSION

Email Marketing - Rate your hosts/guests Include "credibility score as a progress bar" on every profile;
Encourage UCG & WoM - Online Contest -
"Brazil Winning Stories"
;
Current UK guests could become future hosts for Christmas holidays Notify them by email or Mobile App whenever a guest is looking for a place to stay in their area;
VIRAL MARKETING
CONTENT MARKETING
SOCIAL & DISPLAY
ADS
EMAIL MARKETING
OFFLINE-ADS
UNCONVENTIONAL PR

(real-size QR code in
the airport)
PUBLIC RELATIONS
SALES
SEM
BULLSEYE FRAME
Finding the best traction channels
MARCOM OBJECTIVES
MARKETING OBJECTIVE
Rent unique places to stay with Local Hosts in 190+ countries

Creating a trusted community marketplace enabled by technology and transparent communication (website and mobile phone app)

For us to feel like at home and belong anywhere we travel.


Airbnb Background & Market Overview
Objectives – Marketing & MARCOM Objectives
Target Audience
Value Proposition & Rationale
Desired Response
Tone of Voice
Guidelines & Mandatories
Timing & Budget
Conclusion

Target Audience
Interdependent
Customer Segments
PLATINUM PROSPErity

FAST TRACK COUPLES

25 – 45 years - medium to high level of income
Living in developed city
Younger, career-focused, upscale couples; frequently on the go
Travel behaviour: Convenience is critical

SEEKING SINGLEs

50+ - higher level of income
Living in developed city
Strong global consciousness & interest in international affairs
Fitness fanatics (health clubs, aerobic sports, watches sports events
Frequent traveler (domestic & abroad)

25 – 45 years old (M&F) - medium to high level of income
Living in developed city
Highly influenced by peers, urban, upwardly-mobile singles, unattached and childless, striving to be ‘in the know’
Olympics is the 2nd driver for their decision
Online users, highly social lifestyle, visible presence on social media
Heavy usage of smartphones, tablets, social media platforms

VALUE PROPOSITION
MAIN SELLING IDEA
Belong Anywhere. It’s human…
NAT
URE.

MAIN VALUE PROPOSITION
“…informing, educating, and persuading the UK target on how Airbnb works and its current brand status as The Trusted Official Alternative Accommodation for Brazil Olympics 2016”

RATIONALE BEHIND
THE VALUE PROPOSITION
DESIRED RESPONSE
GUIDELINES AND MANDATORIES
TIMELINE
THANK YOU!

Prospect wants to attend Brazil Olympics/visit Brazil

Online Search: Google Key Search Words – "Brazil holiday/accommodation Brazil/ Brazil Olympics hotel” or

Through UGC/referral such as TripAdvisor or curated Blogs

TONE OF VOICE
MAIN OBJECTIVE:
SUB-OBJECTIVES:
Direct Competitors
Hotels
B&B’s
Hostels
Indirect Competitors
First video: logo and slogan shown at the end only
For the 2nd video logo and slogan shown at the end only
All the other commercials
LONG-TERM
How to overcome the feeling of insecurity ?
the official alternative accommodation for the 2016 Olympics in Rio
Total Budget: 2 M. GBP
Source: "How it works" airbnb.co.uk, 2015
"How great leaders inspire action" Ted.com, 2015
Source: Passport Report, AIRBNB, INC IN TRAVEL UK, 2015
Picture Sources : 9flats, 2015; Airbnb, 2015; Drippic, 2015; Homeaway, 2015; Housetrip, 2015
Source: Marketing Forward, 2015
Mintel UK,. Holiday Rental Property, 2015

Picture Source - Baltimore Sun, 2014
Picture Source - Baltimore Sun, 2014
Picture Source - Baltimore Sun, 2014
Source: Weinberg and Mares, 2014
Source: Airbnb, 2015
Source: Airbnb, 2015
Strategies:
Referencing
Sources: Airbnb, 2015; Belch and Belch, 2009; Fill, 2013
Online images: Airbnb, 2015; Cliparts, 2015
Sources: Airbnb, 2015; Belch and Belch, 2009; Fill, 2013
Online images: Airbnb, 2015; Dana, 2015; Piktochart, 2015; Piktochart, 2015 Rio2016, 2015; Wallpaperfo, 2015
Source: Passport Report,. AIRBNB, INC IN TRAVEL, 2015
Sponsorship
Source: Pinterest, 2015
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• Airbnb,. 'Stories From The Airbnb Community'. N.p., 2015. Web. 11 Nov. 2015.
• Airbnb.co.uk,. 'How Airbnb Works'. N.p., 2015. Web. 11 Nov. 2015.
• AP, (2012). London 2012 opening ceremony audience hit 900 million predicts IOC. [online] The Independent. Available at:http://www.independent.co.uk/sport/olympics/news/london-2012-opening-ceremony-audience-hit-900-million-predicts-ioc-8015361.html [Accessed 12 Nov. 2015].
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• Fill, C. (2013). Marketing communications brands, experiences and participation. 6th Edition, Harlow: Pearson.
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• Introduction
• Mackey,M, (2012). 5 Overlooked PPC Keyword Research Tools. [online]. Search Engine Watch. Available from: http://searchenginewatch.com/sew/how-to/2195435/5-overlooked-ppc-keyword-research-tools
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• Mintel UK,. Holiday Rental Property. Mintel, 2015. Web. 22 Oct. 2015.
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• Passport Report,. AIRBNB, INC IN TRAVEL (WORLD). UK: Passport, 2015. Web. 22 Oct. 2015.
• Press, The. 'Airbnb Becomes Official 'Alternative Accommodations' For 2016 Olympics'. Mashable. N.p., 2015. Web. 8 Nov. 2015.
• Printing., (2013). Home. [online] Printing.com. Available from: <http://www.printing.com/uk/home> [Accessed 4 November 2015].
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• Schneider, B, (2012). Let the marketing games begin. [online] Experian Marketing Services. Available from:http://www.experian.com/blogs/marketing-forward/2012/07/24/sim-let-the-marketing-games-begin/ [Accessed 3 November 2015]
• Sinek, Simon. 'How Great Leaders Inspire Action'. Ted.com. N.p., 2015. Web. 11 Nov. 2015.
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SHORT-TERM
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