GROUP 5 1:00-2:15
Agenda
About Airbnb
Founded: 2008 (AirBed & Breakfast)
Founders: Joe Gebbia, Brian Chesky, and Nathan Blecharczyk
“Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world”
Main Idea: Create revenue from unused space for the hosts and find unique and wallet-friendly living quarters for the consumer.
Airbnb institutionalized the idea of a “sharing economy” with
locations in over 34,000 cities and 190 countries.
“People thought Airbnb was about renting houses. But really we’re about home”
–CEO Brian Chesky
Airbnb was the first of its kind...but other businesses are catching on.
One of a kind in terms of the traditional hotel industry
Goal:
Need to reposition Airbnb brand to a place of unparalleled uniqueness, increase purchase for category users and gain new customers
Business Situation
Competitors
Perceptual Map
Upscale
Casual
High Cost
Low Cost
Hostels
Key Challenges
interfaces for competing companies
End Game
Airbnb needs to establish a unique positioning within this rapidly expanding industry
Functional benefit is no longer enough → needs to offer consumer something more
Increase customer base by standing apart from the crowd and emphasizing more than the “just a place to stay” aspect
Target Consumers
C U L T U R A L
A D V O C A T E S
Cultural Advocates
Psychographically they are …
Demographically they are…
Reviews of Airbnb
“The hotel is a finely tuned, generic product.”
“Hotels can put you in any room they want to, not necessarily the one you looked at on their website. With Airbnb you get what you pick.”
“Staying with a host as we are now can be a great way to get to know an area and - in this case - get lots of language practice”
“To me, hotels are a little bubble, a world in itself. Great
when your mind is focused on business; really dull and
uninspiring if you are there to experience the culture.”
Insight
Airbnb needs to stand out in an industry where all competitors are offering an identical functional benefit
AND
Our target craves social interaction and expects customization
AND
Experiencing new cultures and the promise of adventure motivate
them.
Positioning
To cultural advocates, Airbnb promises an unparalleled
cultural immersion because of our flexible,
customizable havens that provide a sense of
belonging.
Creative Approach
-Create a general interest and increase customers since Airbnb is a new type of lodging option.
-Determine certain months to further push the awareness of Airbnb to consumers during “cultural high” times.
-Target the millennials (18-34) who live life immersively and are culturally sophisticated
-Insights to choosing Airbnb over others are that they are allowed to choose their stay and immerse themselves into the culture, thus feeling welcomed to a another home
-Our promise is to have flexible, customizable havens that provide a sense of belonging
Creative Strategy
Celebrity Endorsement
The Ellen Degeneres Show
Media Approach for “The Ellen Degeneres Show”
The BIG Idea:
Create a funny and light-hearted documentary of Ellen’s staff using Airbnb for the weekend to further gain the trust of women.
Reason’s Why...
Ad Campaign: Leave your camera behind
By immersing oneself into the lives of their hosts, you no longer need your camera to capture every moment because you are living it.
Ad Campaign: Find a place to belong
Find a place to stay…
Find a place to belong…
“Find a place to belong” Print Ad
Media Plan
Promotional Strategy
Desire
Web
Social Media
Web Pages
Scheduling Flowchart
Conclusion
Questions?