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ADVERTISEMENT CAMPAIGN
By Wasel M. Othman
CONTENT
AGENDA
01.
Situation Analysis
05.
Communication strategy
06..
02.
Marketing Objectives
Advertising Executions
07.
03.
Target segmentation
Media Strategy
04.
08.
Advertisement Objectives
Budget
- privately held Global Company that was founded in August of 2008 in San Francisco California
Situation Analysis
WHO ARE THEY
- They operate an online community marketplace for travelers. They allow individuals to showcase, discover, and book accommodations for various time periods
San Francisco
HOW IT DEVELOPED
Y
THE STORY
X
HOW IT WORKS
HOW
IT
WORKS
“leverages technology to economically empower millions of people around the world to unlock and monetize their spaces, passions, and talents to become hospitality entrepreneurs.”
HOW
They don't own properties !
Costumers rent other costumer's free space for a night or even a month
PRODUCT VALUATION
Product Evaluation
- SWOT Analysis
- Product Differentiation
- Branding Strategy
SWOT Analysis
Product Differentiation
- What makes Airbnb unique compared to any other accommodation services, is the fact that unlike the traditional hotel companies, Airbnb doesn’t own any of the property but it works as a middleman between the “ Guests” and the “ hosts”. Which allows them in some cases to offer cheaper prices than the industry average due to not having a high overhead cost of running and managing properties that they own.
- They also offer activities in the areas that a costumer chooses to stay at as well
- Offers a more authentic experience to the traveler that hotels cant offer
The Branding
"Every single traveler we interview tells us the same thing – that traveling on Airbnb enables them to live like a local. I feel confident that ‘living like a local’ is the most fertile proposition for our brand."
J. Mildenhall, Airbnb cheif marketer
The Pricing vs Competitors
Consumer Evaluation
Airbnb has a very unique business model that allows it to have two separate costumer bases
Consumer Evaluation
- The Host ( people who rent out their property )
- The Guests ( people who rent the properties)
Guests
How to market to them ?
Airbnb markets to them by sending a message that entails that you can travel and have a more authentic experience while spending less
GUEST
- 54% of Airbnb guests are female.
- 46% of Airbnb guests are male.
- 88% of Airbnb’s reservations are for groups of two to four
- Millennials account for roughly 60% of all guests who have ever booked on Airbnb.
HOST
Hosts
how to market to them ?
Airbnb markets to them through sending a message that entails renting extra space that can help you make extra income
- The fastest-growing Airbnb host demographic is seniors, with over 200,000 senior hosts and over 120,000 senior women hosts.
The Competition
Airbnb doesn't have a direct competitor due to their unique business model, but they do have two industries that indirectly competes with them
Competitors
- hotels
- hotel booking websites
COMPARING THE TERMS ON GOOGLE
#TREND
HOTELS
Airbnb is he biggest player in terms of the number of offerings on there website due to there unique business model.
Example; Wyndham is the biggest hotel chain in the world
HOTELS
Trend map
MARKETING
OBJECTIVES
Marketing Objectives
MARKETING
MARKETING
- INCREASING THE NUMBER OF GUEST BY %13
- INCREASE THE NUMBER OF HOSTS BY %7.5
THE
ADVERTISING
ADVERTISING
INCREASE THE BRAND AWARENESS BY %15 IN ENGLISH SPEAKING COUNTRIES
TIME FRAME
TIME FRAME
This campaign will run over
the course of a year, beginning
in January and continuing
until the end of December.
END
Start
2019
DEC
JAN
JUL
Research:
RESEARCH
Understanding the effectiveness of Market strategy, and how it differs in each region since Airbnb operates in 192 countries, then we try to adjust it to each of the different markets
TARGET MARKET
Their interest and opinions
AGE ?
GENDER?
Target segmentation
product and brand usage?
DEMOGRAPHIC
vs
PSYCHOGRAPHIC
Market by Demographic
01.
Age: 18 - 40
02.
Geographic: Worlds Wide
03.
Income : $22,000 - $120,000
04.
Gender: Any
Market by Psychographic
01.
Living a life full of experiences
02.
Love to travel
03.
see them selves as open to the world
04.
Seeking Adventure & Meeting Other People
Advertising Objectives
- To create awareness of brand among 30% of "Guests" by year-end.
- To insure 30% growth in community posts and ratings among users of the service by 2020.
- To generate an extra 500,000 booking per night (25% growth) by 3rd quarter. CTA (Call to Action)
- To encourage 200,000 "hosts" to add an activity to there hosting experience by the end of the year . CTA (Call to Action)
Communication Strategy
Communication Strategy
- Routs: Central Route for "hosts"
Peripheral Route for "Guests"
- Slogan: "Don't just visit, Live it !"
- Direct response devices: 800 number, website, social media accounts
- Visual appeals: Include trendy website, sharable content(videos & images) and more importantly high quality pictures of listing on the website
- Illustrations: Photos, videos, digital drawings
- Audio: Music & Sound effects
Advertising Executions
Video Advertisement
SCRIPT : 1 minute video
1- Showing a crowed of tourist waiting in line for a long hotel line and people are frustrated
2- show a man surprised by the high hotel bill
3- showing the same scene in all the countries and the all look the same
4- "Is this how you picture traveling!" comes on the screen
5- A couple are smiling entering a house with a code entry after they booked through the Airbnb app
6- Then showing them in a different traditional house in different countries with different hosts from around the world
7- Walking around different taking picture from around the world
8- saying buy to the hosts while smiling and they are all happy
9 - " This is how Traveling should be"
then white screen with "Don't Just Visit, Live It !" .... it disappears then Airbnb logo appears in the middle
Video Content
IMAGE ADVERTISEMENT
This one of many ads that will be shown, in the form of an image. it can be seen in social media sites and in print ads as well.
Print Content
RADIO CONTENT
20 second radio script:
Do you want to experience living in every country you dreamed of visiting?
Well now you can ! Through Airbnb!
Book your stay today using the Airbnb App!
Don't just visit, live it !
Airbnb
Radio Content
MEDIA STRATEGY:
Media Strategy
TRADITIONAL
TRADITIONAL
- Television : 30 Second Advertisements
- Magazine : Airbnbmag, issuing Airbnb magazines for the community
- Radio: 30 second ad at prime time before major holidays
Online Media
ONLINE
Online media will be the prime strategy to target costumers mostly Guests due to the fact that 60% of all costumers are Millennials
- Instagram will be the primary tool , the post will include High quality imagery of properties. The ads will very based on the group of costumers we are trying to target
TIMING & SCHEDULING
TIMING
- Traditional media : Will run mostly around holidays, and heavy vacation times ( times vary based on location)
- Online Media: Will run all year long starting from January till the end of December, and it will increase during holidays ( times vary based on location)
BUDGETING STRATEGY
BUDGETING
According to Kantar Media, Airbnb spent approximately $65 million on paid media in the U.S. in 2016
- The budget for this project will not exceed the $70 million due to the fact that we will try to focus on organic social media reach
Budget Split Percentage