How Airbnb’s New York Ad Campaign Worked

Marketing Campaigns in NYC

Airbnb are one of my favorite startup companies. I have rented my apartment in Shanghai, and stayed in rented rooms in Amsterdam, Hong Kong, Montreal, and New York and the experience has always been top notch.

One of the surprises when I arrived in New York was the lack of airbnb listings in the city. Soon enough I found out that the room sharing business had met resistance from the local government and specifically the hotel business.

In an attempt to garner support from locals in the city and to increase general awareness, airbnb have run an extensive campaign in the city. Let’s take a look at some of the marketing they had in place.

Advertisements

One Thing Every Startup Can Learn From New York’s Newest Sports Club

Marketing Campaigns in NYC

When a startup idea has been decided upon, most entrepreneurs focus their efforts on building out that idea, rather than pre-emptively marketing it.

Makes sense, right? I mean, you don’t want to waste your energy telling people about something that hasn’t been finished yet….

Wrong!

Why Getting Your Users to the AHA! Moment is so Important

Marketing Campaigns in NYC

Holy crap! This thing is amazing!

That feeling right there is called the Eureka Effect or the Aha! moment, which Wikipedia defines like so:

The eureka effect, also known as the aha! moment, refers to the common human experience of suddenly understanding a previously incomprehensible problem or concept.

In a business example, there are many situations when a potential customer of yours does not fully understand your service or product. If they don’t understand it, they’ll be a lot less likely to use or purchase it. The aha! moment is that feeling that you need them to arrive at as soon as you can. From that time on, the chances of them continuing to use your service will increase.

In this post, I am going to talk about my experience with Citibike in New York, how I felt the aha! moment, and then what you can do as a business to get your users to that crucial point.