GrowthGirls’ Post

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

For many new small businesses, marketing is often considered an afterthought. It's tempting as a new business to ignore marketing until more customers arrive. However, waiting passively for customers to discover your business will delay your growth. Take Airbnb for example: At its inception, the company didn't just wait for customers to come knocking. Instead, it went door-to-door, taking professional photos of listings and crafting engaging narratives about locations. Its proactive approach helped Airbnb stand out and builid brand recognition and trust. Here's why initiating marketing from Day 1 is crucial: >>Brand Positioning: Early marketing efforts shape how potential customers perceive your brand. You’re crafting a compelling story that not only resonates but also differentiates you from the competition. >>Building Trust: Effective marketing ensures your brand is consistent across all platforms. This brand consistency — from your logo and colors to your messaging and tone — creates a recognizable identity. Consistency builds familiarity, and familiarity breeds trust, which is essential in attracting and retaining customers. >>Market Feedback: Implementing your marketing strategy early on provides valuable insights from your target market. This feedback lets you fine-tune and adapt your offerings to better meet customer needs and expectations. View marketing not just as a promotional tool, but as a fundamental investment in your business's future. It’s communicating a belief and creating a connection with your audience. Remember, the saying "you have to spend money to make money" isn’t just a cliché — it's a proven strategy for your long-term success. #branding #marketing #smallbusiness

Let's face it—relying solely on OTAs like Airbnb, Booking.com, or VRBO means handing over control of your business. High commission fees, limited guest data, and the constant fear of algorithm changes? You deserve better. 💪 What should you do instead? ✔️ Get to know your ideal guest — Understand who they are, what they're looking for, and how your property meets their needs. ✔️ Present your property with intention — Showcase your property's story, its unique features, and the unforgettable experiences it offers. Speak to your ideal guest's desires and paint a picture they can't resist. ✔️ Have a social media strategy — Stop posting randomly. Share stories that connect, content that builds trust, and posts that guide guests through their booking journey. ✔️ Use the right tools — Optimize your guest journey and marketing efforts with tools that simplify your workflow and amplify your reach. The key: Stop waiting for OTAs to send guests to you. Take control of your bookings with strategies that work for you. ✨ Ready to take control and level up your marketing game? Join my DBS AI Content Sprint Workshop, where you'll: 🎉 Create a 3-month social media calendar tailored to your ideal guest. 🎉 Learn how to use AI tools to craft content that connects and converts. 🎉 Walk away with a complete plan to boost direct bookings while saving time. 🎟️ Want $40 off your workshop ticket? Send me the word "Airbnb" in the DMs to get your exclusive discount code! 💬 What's one thing you'd love to improve about your marketing in 2025? Share below! 👇

4 Growth Hacks to steal Airbnb's marketing playbook. ➮ Turn guests into brand ambassadors: Promote user-generated content to showcase your brand through genuine voices. ➮ Not a one-size-fits-all trip: Segment your audience and tailor your message. Speak directly to their needs and desires with targeted content. ➮ Referral rewards that give back: Create a win-win referral program to spread the love while offering something valuable to new ones. ➮ Hook them from the start: Don't forget your unique selling proposition, reflect your brand's core value in all your promotions, reminding everyone why you're the perfect choice.

The value a company creates is proportional to the power of their positioning. Think about it: Lastminute. com was a brilliant marketing idea, last minute deals. In reality they offered what everyone else did, just packaged it differently. Success didn't last. Booking. com offers more hotels than anyone, they are the best at what they do on a core product dimension. This has helped them do well and demand higher fees from customers (hoteliers). Competition however is not far behind and to many users, substitutes like Expedia are a valid alternative. AirBnB makes you feel at home everywhere: it has people letting their homes anywhere in the world, creating a global network effect. Nobody else can offer this, nobody can solve the problem they solve. Basically there are three ways to position a company: 1. Do what competitors do, but say it differently (just marketing) 2. Do what competitors aren't doing (marketing + product) 3. Do what competitors can't do (marketing + product + strategy) Number 1 can be very valuable, but in most cases it's like putting lipstick on a pig, you are not fooling customers and if you do it won't last. Number 3 is a best case scenario, we should all aim for that, but it's not often a viable option. Number 2, is what most companies should aim to do. It requires collaboration between marketing and product to understand a problem, deliver a solution and comunicate i effectively. Too often I see companies building products and then thinking about how to market them - beware, if you don't give marketing the right ammunition and expect it to work effectively in a silo, it probably won't work. Fortunately the PLG movement is a good step in the right direction of marketing and product integration.

Want to learn Airbnb's secret $95 billion growth playbook, master the 'less is more' marketing principle, and see B2B ad magic in action? In tomorrow's newsletter we'll reveal: → Airbnb's Hidden Growth Tactics From crisis-born idea to travel titan. Learn how Airbnb used community power, smart pricing, and growth loops to disrupt an industry. → Why Fewer Choices Can Mean More Sales Dive into the paradox of choice and how top brands use it to boost conversions. → Ad Breakdown: DocuSign's Efficiency Pitch We're dissecting how a B2B leader uses striking visuals to stand out on social media. All this packed into a 5-minute read to supercharge your marketing strategy. Don't miss out – subscribe now! 👇 https://lnkd.in/dPN2cwrA

Positioning should be specific and set to buying groups. You go deep, not wide. I get these ads and think they are on point, as long as, these are the buying groups that Airbnb have identified as seeing high value. Thanks for posting and commenting Jenna Alburger 🎯 🙌 #heyfounders #startups #positioning #messaging

Marketing needs strategy and a good budget.

Airbnb's new marketing strategy: It's not about where you stay. It's what you DO there. The travel giant just announced a major pivot in its global marketing approach. The focus? Promoting unique travel experiences vs. just accommodations. With the post-pandemic travel boom, Airbnb sees a key opportunity. Differentiate its brand around the activities and local connections its platform uniquely enables. I think it's a brilliant move. Tapping into the exploding "experiential travel" trend. Giving the Airbnb brand a compelling purpose beyond just being a place to crash. How can you better highlight the experiences your brand enables? ___ I'm Lawrence, fractional CMO and founder of MarketingHero. I share daily insights and news here to help fellow marketers stay up-to-date on the latest trends. Follow me for regular updates.

Airbnb's Marketing Tactics: How They Turned Into 72.5 Billion Dollar Business... Here are the marketing strategies opted by Airbnb👇 Follow Vizio for more case studies and comment down what you want our next case study to by... Adarsh Ramteke | Mohit Jindal | Simran Das #airbnb #marketing