Headline And Relevance – Why AirBnB Marketing Works
You can say what you like about AirBnB. Their current marketing work commands respect.
It’s a delight to behold. Let me tell you why.
A lot of emails landed in my inbox this morning. Amongst them was the usual tripe from OTA websites and the hotel promotion companies to which I subscribe. All containing the usual nonsense:
“For only £99.99 per person per night”
One email in the list stood out amongst all the others as I worked my way down the list (deleting as I went). It made me stop.
“Coastal bike rides, now on Airbnb”
Now, if I got on a bike I’d probably expire, but I am interested in anything coastal. So I clicked.
That’s what a headline in an email is there to do.
My click meant I was treated to nice pictures of people enjoying a bike ride, near the sea, in warm sunshine. They look relaxed, like they’re enjoying themselves.
I want to feel like that! So I kept reading.
Eventually I clicked a link to the Airbnb website.
And there I found more images and headlines about things to do and places to go. The experiences I could have…
The prices? Of course they’re there, but they are in very small text compared to the really interesting stuff. I read the whole page. It’s now bookmarked.
Whoever is in charge of this aspect of Airbnb clearly understands the importance of attracting, maintaining and respecting attention.
…and I think it’s a brilliant example of why they are knocking the bejesus out of hotel operators.
This is simple stuff and they are doing it very well indeed.