Nas Said’s Post

Airbnb’s 2024 campaign is a powerful example of how great marketing is just positioning made visible. And good positioning is all about why you're better than the alternative(s). In the wise words of Anthony Pierri 🎸: "In order to build value propositions that really resonate with your target customer segments, you need to understand what they are doing today (and why that method sucks)." In this series of 8 commercials, Airbnb explains WHEN and WHY they’re the better choice for a particular group of people. In other words, when and why hotels suck for a particular segment. The tagline that appears at the end of each commercial is: "Some trips are just better in an Airbnb." Notice the subtle (yet significant) choice of words? They didn’t make the general statement:  "Trips are just better in an Airbnb." No. Instead it's SOME trips are better in an Airbnb. Especially in a B2B context,"we should not try to sell to everyone. We should obsessively fight for deals where we know we are the best solution for the customer but we should also happily walk away from bad-fit prospects early and often in the sales process." April Dunford In this campaign, Airbnb *subtly* acknowledges that while it might not be the perfect fit for every trip, it’s the best choice for many specific situations. In this graphic, I go through each commercial to reverse-engineer the positioning statement behind each one. Spoiler alert: it was easy. When messaging is crystal clear and strongly rooted in positioning, it's easy to work backwards to craft the positioning statement. Have you seen these campaigns? What do you think? #GTM #Positioning #Messaging

In today's saturated market, where consumers are overwhelmed with choices and information, standing out demands more than just clever messaging - it requires strategic clarity. This Airbnb campaign, while not heavily focused on market positioning, shines through its deep understanding of the core principles that drive effective marketing. Here’s how: 1. Customer-Centric Strategy: Airbnb demonstrates a strong grasp of its target segments. Well-defined user personas ensure that the campaign's message resonates with a relevant and sizable audience. 2. Clear Messaging: The campaign excels in clearly communicating the whens and whys. It's not just about being noticed - it's about delivering a message that is relevant, concise, and easily understood. 3. Purposeful Differentiation: In a highly competitive landscape, the propositions clearly distinguish the brand from its competitors, making a compelling case for why they are the preferred choice. Ultimately, this campaign isn’t just about gaining attention - it's about attracting the right customers. Focusing on the wrong audience can jeopardize profitability, where maintaining strong margins is essential in today's business environment. See it for yourself: https://lnkd.in/gbJqr4Vm #StrategicMarketing #Airbnb #Differentiation

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

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

🚫 Myth #1: “All You Need Is a Great Product, and It Will Sell Itself” 🚫 The belief that a great product alone is enough to capture the market sounds straightforward, but in reality? It’s one of the biggest pitfalls brands can fall into. Here’s the truth: even the best products need strategic marketing. Without a clear story, defined value, and a message that truly resonates, a product risks becoming just another option in a crowded market. Let’s look at two contrasting examples that show the impact of effective marketing: ...................................................................................................................................................... Comparison: Google Glass vs. Airbnb Google Glass launched with high-tech appeal, but Google marketed it mostly to early adopters without explaining its real-world benefits. Privacy concerns also plagued the product, and without a relatable story to back it up, Glass quickly faded, selling only a few tens of thousands of units before being discontinued for the public. On the other hand, Airbnb faced its own uphill battle—asking travelers to trust strangers with their stay. But instead of relying on the product alone, Airbnb invested in #storytelling, using real-life host and guest stories to build a sense of community and trust. They sold an #experience, not just a service, and as a result, Airbnb reached 150 million users, transforming the #travel industry. --------------------------------------------------------------------------------- Now lets do some data mining : - 73% of consumers say that word-of-mouth from friends or family makes them more likely to buy a product (Nielsen). - People trust peer recommendations over ads by 70% (Nielsen). - 60% of marketers find that storytelling in marketing boosts engagement and trust (MarketingSherpa). These stats reinforce that a product needs more than just great features to succeed. It needs a narrative that people can connect with, and trust to feel secure investing in. ------------------------------------------------------------------------------------- 🌟 Key Takeaway: #Marketing is about creating meaning around your product. It’s about showing people why it matters, how it fits into their lives, and what sets it apart. A great product is essential, but a great story is what makes it unforgettable. 💬 Your Turn: What are your thoughts? What products have you seen struggle despite being innovative, or succeed due to clever marketing? I’d love to hear your insights! I am Joshua Nweze and i love to talk about Branding and Marketing

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.

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

🍩Growth Loops: The new marketing funnel🍩 “Growth Loops” refers to a system where an input (e.g. a new lead) generates an output that triggers the next input. This creates a higher return on investment than the typical funnel as it’s a self-efficient process that maximizes user acquisition, efficiency and time. Why are Growth Loops important? 👉Growth Loops break the functional and strategic marketing siloes where each campaign leads to the achievement of one objective. When time and budgets are limited, a unique approach for sustainable compounding growth must be implemented. 👉Growth Loops are holistic. They combine a brand’s product or service, its channels and monetization style into one unbreakable unit, making it harder for competitors to replicate. As such, they differentiate each brand based on its value as a holistic operational “ecosystem”. 👉Lastly, Growth Loops facilitate decision-making by setting ongoing processes based on their expected returns, making management’s life easier. All it takes is the design of 1 or 2 powerful loops for acquiring new cohorts of users which are sustainable over time and come hand-in-hand with the brand’s operations. 🛏️Let’s take a look at Airbnb's Growth Loop. A host 🧑💼 promotes their property to a traveler🏄. The traveler now leaves a positive review recommending this property to new travelers. More and more travelers are now choosing Airbnb as their primary accommodation preference, increasing the demand for more capacity and hosts. Established hosts invite new hosts as travelers continue to spread awareness of the brand. 👉 The compounding growth of “Airbnb” over the last years is a definitive statement for the efficiency of Growth Loops. Can you think of other brands that successfully implement growth loops? 🤔 Visit our site to get more tips on Growth Hacking👉  https://growthgirls.com/  #growthloops #growthmarketing #growthgirlsagency #marketing #performance #airbnb #linkedin #venmo

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.