BIG4 Holiday Parks of Australia’s Post

A 𝟭𝟲 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗯𝗼𝗼𝗸𝗶𝗻𝗴 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 in the first month – how we delivered a future-ready digital ecosystem for BIG4 Holiday Parks of Australia 🤝 Read the full case study on our website: https://lnkd.in/gJjbv4mw ----- 🥜 𝗜𝗻 𝗮 𝗻𝘂𝘁𝘀𝗵𝗲𝗹𝗹: >BIG4 Holiday Parks engaged VERSA Agency in 2022 to develop a new product vision, engaging their B2B and B2C customers to pave a clear path forward for their digital products. > Our Experience Team worked with BIG4’s high-propensity holidaymakers, as well as holiday park owners, operators, and group marketers to understand the needs of the community. > This extensive research culminated in a detailed two-year digital roadmap, demonstrating the value of correcting technical debt and investing in flagship products, tools, and experiences. > Our Technology Team rebuilt the existing platform – big4.com.au – in a headless CMS, significantly upgrading the underlying infrastructure and overhauling the core search and booking experiences. > At the same time, we co-conceptualised, designed, and delivered a new B2B product, Basecamp, introducing in-line editing and intuitive AI toolkits that improve the content editing experience for Holiday Parks. 📈 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: > 16% increase in booking revenue in the first four weeks post-go-live > Time to book reduced by 7 minutes on average > Inbound support calls reduced by over 50% > Parks submitting up to 70 content updates daily through Basecamp > Core Web Vitals on mobile improved by a factor of 10

Most of my Client's doesn't have this Fundamental Element when Marketing or Branding their Business and that is Clarity 💫 Yes, Here's a Small Case study on 'Clarity's Super Power' and how it elevated Airbnb's Branding in Digital Marketing. Case Study - Airbnb🤝 Clarity Airbnb's success can be attributed in part to its clear and straightforward digital marketing strategy. The company has focused on delivering a consistent message across all digital channels, making it easy for users to understand the value proposition and benefits of using their platform. Here are a few key aspects of Airbnb's digital marketing strategy that contribute to its clarity and success: 💫 Clear Value Proposition: Airbnb's value proposition is crystal clear - they offer unique and affordable accommodations around the world. Their website and digital marketing materials emphasize this value proposition, making it easy for users to understand what Airbnb offers. 💫 User-Friendly Website: Airbnb's website is designed to be user-friendly and intuitive, with clear navigation and easy-to-use search features. Users can quickly find the information they need and book accommodations with minimal effort. 💫 Compelling Content: Airbnb's digital marketing efforts include compelling content that showcases the unique experiences available through their platform. This content helps to reinforce the brand's value proposition and attract new users. 💫 Consistent Branding: Airbnb maintains a consistent brand identity across all digital channels, including social media, email marketing, and advertising. This consistency helps to reinforce the brand's message and build trust with users. 💫 Transparency: Airbnb is transparent about its pricing, policies, and procedures, which helps to build trust and confidence among users. This transparency contributes to the overall clarity of the brand's digital marketing efforts. Overall, Airbnb's digital marketing strategy exemplifies the importance of clarity in communicating a brand's value proposition and benefits to users. By focusing on delivering a clear and consistent message across all digital channels, Airbnb has been able to achieve success and become a dominant player in the travel and accommodation industry. Do you want to add more? let me know in the comment section #branding #instagram #digitalmarketing #marketingtips #marketingdigital #brandstrategist #brandidentity

As Kona Hills Campground gets closer to launching, I’m diving deeper into the tech stack and overall state of digital marketing for campgrounds. One of the most interesting things is how much room for improvement there is in the tech that runs these businesses. Most of the industry is powered by marketplace platforms or tools that give little insight into user data for the business owners and have a lack of overall front end customization. Sound familiar? Most booking software forces you to link off your domain for customers to finish the experience and very few even have an iframe / embeddable experience. Meanwhile, you have a new type of operator entering the market. PE & millennials are buying campground assets or starting their own (like me). And you have a whole group of Airbnb Super Hosts who are graduating to larger scale projects, like the idea of “micro resorts” that people like Isaac French or Ben Wolff are pushing. These new operators are more advanced than the ones of the past. They opt for DTC experiences and want to leverage data to grow their businesses that they'll never get from a traditional OTA (Booking.com, Experian). And current market leaders for booking experiences like ResNexus, eviivo, etc are often clunky user experiences on both the front and back ends (20+ year old tech). All of this means there is a massive opportunity to fuel a new wave of operators. Early on I stumbled across Park, a recently founded booking platform specific to campgrounds that is re-imagining the experience for operators and streamlining efficiencies. And most recently I've implemented Block CMS by Sam Berry which is an AI powered website builder specifically for campgrounds. Time will tell how much opportunity there truly is, but I'm excited about the potential of both of these platforms and the overall future for campground tech.

Do you still rely on Airbnb to fill your calendar? It's frustrating, right? You're paying hefty commission fees and losing control over your bookings. 😫 And, let's be real—your marketing strategy tends to take a backseat when things get busy. You post when you can, hoping it'll stick, but it does not work how you want it to, especially in your busiest season. 🙄 So, what's the solution? It's time to take charge of your marketing and stop posting randomly just to stay "consistent" on social media. You don't need more content—you need smarter content. When you create content with purpose, you stop wasting time and energy. Instead of posting aimlessly, you're building a strategy that speaks directly to the people who will book with you. Here's how: ✅ Create content that attracts your ideal guests directly. ✅ Invest the time now to develop a strategy that works year-round—not just when scrambling for bookings. ✅ Stop posting just for the sake of posting. Craft content that speaks to your ideal guest builds trust and drives bookings. ✅ Use AI to generate content tailored to your ideal guest's needs to save time and maximize impact. ✅ Implement a strategy you can rinse and repeat—so you don't have to reinvent the wheel constantly. 💡 The secret isn't just posting more—it's posting with purpose. When you target your ideal guests and create content that truly speaks to them, you'll boost your direct bookings and reduce your reliance on OTAs. If you're tired of wasting time on random posts and want to reclaim control over your bookings, it's time to level up your content strategy. In the DBS AI Content Sprint, I'll teach you how to: ✨ Create guest-focused content that drives direct bookings ✨ Build a streamlined strategy for consistent results ✨ Use AI to simplify content creation—so you can focus on what matters Plus, you'll leave with a 3 months of ready-to-use marketing content, a full written guide and lifetime access to the replay so you can replicate the process anytime. DM me for the link to sign up and grab your discount code!

Airbnb's 'disciplined' marketing approach is a masterclass for travel brands. Despite spending less than competitors, Airbnb boasts "very high ROIs" by focusing on constantly refining execution for optimal performance and reaching new customer segments strategically. While brand marketing remains dominant, Airbnb plans a "modest lean-in" to performance channels for targeted growth. "Full funnel marketing investments" will be optimized to accelerate growth in key international markets. Revenues grew 18% YoY, with record profits. The takeaway? Investing strategically and prioritizing ROI can fuel impressive growth. However, #Airbnb acknowledges potential 'margin compression' as they optimize spending to maintain momentum. #AdTech #PerformanceMarketing

Airbnb’s 2016 "Live There" campaign had investors go from laughing in the face of Brian Chesky, to asking themselves "how did the company grow to $72 Billion by having people rent their couches out to strangers?". Up until 2016, Airbnb established its position in the hospitality industry by being a cheaper alternative for travelers globally. However, just like the idea of founding Airbnb in the first place, Brian, the founder, launched a ‘weird’ "Live There" campaign which pivoted the company from selling towards the 'price-selling point', to an ‘experience it like the locals-selling point'. The marketing campaign proved itself to be wildly successful, for 2 primary reasons. I) "Live like the locals" was a creative marketing angle that challenged a common consumer behavior, while playing on an uncontested desire of the mass market. Context: Airbnb allows travelers to experience the destination for longer and closer to the local reality. (1-2 weeks instead of 2 days in a generic hotel) II) While hotels competed on price, AirBNB and AirBNB-hosts were able to generate the same (and even more) amount of attention without compromising their margins, allowing the company to aggressively allocate more capital to the viral advertising campaign. In any business, when you combine viral selling points with high margins, you end up with a marketing-upwards spiral that allows a company to experience true profitable scale. This shows the outsized returns the top 1% of marketers achieve by being creative at scale. Yet, the simple (not easy) market research and value proposition-repositioning principles used by Airbnb can, and are already universally applicable. The 37% marketing document, shows exactly how marketing savvy founders can replicate the process used by top 1% marketers to gain a genuine competitive edge. https://lnkd.in/d_SGT4zT It breaks down clickfunnels.com’s strategy, how DTC principles (eCOM) ties to online B2B sales, and the exact strategy ownmedia.io used with Nick at NK.com (sells $15,000 coaching program) to book out his closers calendar 2 weeks in advance from a single sales letter getting 2 million views. Read: https://lnkd.in/dfy3pnBb

I really wish every marketer knew about this news: Airbnb's CMO focuses on big, bold brand campaigns instead of performance marketing. Trust me, you'll enjoy it without a doubt. Here's the news broken down into a Problem Statement, Insight and Solution: Problem Statement: Airbnb had some tough times with its marketing strategy, especially with handling how much money they spent on ads and figuring out if they should focus more on search ads or building their brand. They also had to deal with changes in the market, like tough economic times and competition in the travel and hospitality industry. Insight: Airbnb realized they needed to change things up. Instead of putting all their money into search ads, they decided to focus more on building their brand and getting people to know and like them better. They thought that if they put more effort into building their brand and didn't rely too much on ads, they could do better in the long run. Solution: So, Airbnb came up with a plan. They cut back on how much they spent on ads and put more effort into getting their name out there in other ways, like on TV and in the news. They also made sure their ads were about cool stuff you can do with Airbnb, not just saying "Hey, use Airbnb!" This way, more people would know about Airbnb and want to use it. And that's where brand marketing works its magic. At top of the funnel - triggering those feelings and making you crave an Airbnb adventure when the travel bug bites. https://lnkd.in/gMnHPT3Q Share your thoughts in the comments below! #Branding #Acquisition #marketing

Airbnb's growth has been fuelled by a clear, consistent marketing strategy of being more mentally and physically available. Airbnb stands out in the Kantar BrandZ Global Top 100 not only for its strong brand value growth, but also for how that growth has been fuelled by a clear, consistent #marketing strategy of being more mentally and physically available. Being available means being present at the purchase moments, with the optimal range of products to meet consumer needs at the right price at the right time. With a website optimised for user engagement and supported by a robust #SEO strategy, Airbnb ensures it remains a top search result, translating into higher organic traffic and bookings. This demonstrates an acute awareness of the importance of being digitally present when travel purchase decisions are being made. Meanwhile, the brand’s global presence in over 220 countries is a testament to its strategic innovation and expansion. This diversified presence ensures that a wide variety of destinations and accommodation are available to users, contributing significantly to Airbnb’s market share. By localising products and catering to regional preferences, Airbnb continues to expand its availability and offer, driving its share growth. Airbnb’s pivot from performance marketing to brand building has also been critical in its growth trajectory. By educating customers about the Airbnb difference, the company has shifted from purchasing customer traffic to building a brand that is Meaningfully Different. CMO Hiroki Asai recently explained why Airbnb dialed back its investment in performance marketing: "Coming out of the pandemic, the decision was to really focus on the core business and to focus on creating experiences, creating features and creating a product … to differentiate ourselves – and then to use brand to actually communicate and teach people what those differences are.” Since the strategy is proving effective, Asai and his team are only digging deeper into ways to communicate product differentiators through a brand-first approach.

✨ That’s off the menu now, and here’s what’s replacing it—accessible with just one click, everywhere! ✨ Managing digital menus, flyers, and marketing materials across multiple properties can be a real challenge—especially with traditional tools like InDesign and QR codes. If you’re facing these struggles, you’re not alone: 🚩 Boring, Static Content: Menus and flyers that don’t excite or engage your guests. If your content feels old or uninspiring, guests may perceive your brand as outdated or less professional, damaging your reputation. 🚩Time-Consuming Updates: Juggling content updates across multiple properties is draining. Slower updates mean slower adaptation to market changes or guest needs, potentially leading to lost business or competitive disadvantage. 🚩Outgrowing Your Tools: As your hotel network expands, the old methods just don’t cut it anymore. The solution? A smart platform that makes managing your hotel’s digital content easy, engaging, and scalable: ⭐ Interactive Menus & Flyers: Add videos, virtual tours, and interactive forms to captivate guests and gather feedback. Offering engaging content improves the guest experience, making them more likely to leave positive reviews, recommend your property, and return for future stays. ⭐Centralized Control: Keep all your menus, marketing materials, and updates in one place for seamless management.  Centralized control ensures consistency across locations, minimizing the risk of mistakes or outdated information, which helps avoid costly corrections and reputation damage. ⭐Custom Branding: Showcase your hotel’s personality with personalized domains and full brand control. A strong, recognizable brand presence helps guests remember your hotel, leading to increased direct traffic to your site and reduced reliance on third-party booking platforms, saving on commission fees. ⭐Effortless Access & Translation: Use QR codes for instant guest access, and translate content for global audiences. Easy access through QR codes for everyone encourages more interaction with your digital content, resulting in higher engagement rates, upsells, and cross-sells. Tired of clunky systems? Ready to simplify and elevate your digital experience? Let’s connect! #HospitalityTech #DigitalMenus #GuestExperience #MarketingMaterials #HotelManagement #QRcodes #Scalability #Efficiency

Airbnb’s turnaround post-pandemic is truly a marketing masterclass. The genesis of their journey was marked by changing their path from focusing too much on performance to brand marketing. While effective in acquiring customers, performance marketing somehow lacked the emotional depth and differentiation required to cultivate long-term brand loyalty in an increasingly saturated market. Recognising this critical gap, Airbnb, in 2021, embarked on a bold strategic pivot. CEO Brian Chesky declared a decisive shift from mere customer acquisition to brand education, prioritising “hearts and minds over beds and nights.” This marked a fundamental departure from the traditional ads playbook, opting to forge emotional connections and foster community instead of solely chasing bookings. The essence of the new approach lay in crafting a narrative that resonated with a generation yearning for more than just tourist snapshots and fleeting souvenirs. Airbnb began to paint itself not merely as a platform for finding a place to stay, but as a gateway to authentic experiences and profound cultural immersion. Campaigns like “Live There” and “Made Possible by Hosts” showcased the warmth and generosity of local communities, inviting travellers to transcend the role of tourists and live like global citizens, immersing themselves in the fabric of each destination. User-generated content, from breathtaking Instagram moments to heartwarming blog entries, further enriched this narrative, weaving diverse experiences and genuine connections. Read on.