Home away paper

HomeAway Brand Strategy

2014

INDEX

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#03

#04

#02

#01

Assignment

New HomeAway BrandKey

Old HomeAway BrandKey

About BrandKey

#05

#06

#08

#07

Sources

BrandStory & Tagline

Effect on Communication & Campaign

Effect on Proof & Product

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FOREWORD

Why Last December BrandWebbing was asked by HomeAway to assist in the construct of an improved brand position and promise. BrandWebbing, as a strategy agency is eager to oblige and assist. As strategic reference we can provide the solutions we’ve devised for Sara Lee, ICS VIsaCard, Sonos and WE Fashion.

This document can function as a Strategic roadmap for HomeAway to guide the continuing

process of communication in an ever chancing landscape.

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ASSIGNMENT

“A good strategy is always based on insights”

The assignment We define 2 parts within the assignment:

A) Strategy: in which domain, insights, tactics and proposition are defined and

B) Delivery: in which the strategy is rolled out and drives the communication.

These parts are always in sequence, as Delivery can only be executed after the Strategy is agreed upon. BrandWebbing can play a role in both parts, however we will now focus on the Strategy part.

Strategy: A well balanced document, including references and relevant examples on how Home Away can seize the opportunities in 2014. This strategy will be the product of a collaboration between Home Away (with Amélie Malfoy in the lead) and BrandWebbing (with Rembrandt Smids in the lead). BrandWebbing is responsible for a timely delivery within the agreed upon timeframe. The Strategy will include a paper (this document) and a slide deck (PowerPoint) to explain and convey the chosen route.

Delivery: If and when Home Away is content with the strategy, BrandWebbing can perform execution in the form of campaigning or guidance of campaigning. This goes for creation as well as media & tech on local or pan-European levels.

For now, our aim is to devise a strategy to sharpen/adjust the Home Away brand and reframe the proposition. A well-grounded and practical strategy will start that transformation.

Approach

Phase 1 A good strategy is always based on insights. These insights occur when two forms of raw materials collide; the specific and the general.

The Home Away specific materials will be mined out of desktop research and face-to-face session(s) between Home Away and BrandWebbing. For the general materials we can draw from our own extended base. This base covers the five fields of BrandWebbing: Marketing/Advertising/Media/Design & Tech as well as general subjects like art, fashion, trends, research, economy, etc. You can see an extract of these subjects in our digital magazine @ http://magazine.brandwebbing.com

Phase 2

After the collection of the raw materials we will order the insights in a new or relevant order which helps the direction of the strategy. This will be the preliminary report set up by BrandWebbing.

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Phase 3 This phase is about the ‘fermentation’ of these ideas. This can be seen in using both parts of our brain (System 1 and System 2, Daniel Kahneman) to actively and passively think about the items in the preliminary report. At the end of phase 3 its time to have a thorough discussion between Home Away and BrandWebbing about the direction and options.

Phase 4 The optimization of the actual strategy report and the presentation. This usually takes 2 to 3 feedback loops. The writing will be done by BrandWebbing with feedback by email and telephone (or skype).

Phase 5 Disclosing the strategy to the organization. Get feedback from all levels and adapt the plan to the relevant environment. This is usually where additional ideas get added to the strategy, which is good because it now it exists in more heads (and hearts). This is where the strategy part ends and the delivery part can begin.

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ABOUT BRANDKEY

“Through the keyhole”

The BrandKey is a model that can be used to position brands. This model is used in a range of different organizations, comes in different shapes and sizes, and has got different names (such as Brand Box), making its origin not entirely clear.

At Unilever, they use the model in the format presented in this paper. The model names nine steps/ stages that can lead to differentiating and relevant brand positioning: (1) root strengths (2) competitive environment, (3) target, (4) consumer insight, (5) benefits, (6) values & personality, (7) reasons to believe, (8) discriminator and (9) brand essence.

The BrandKey is all about taking stock of all relevant information, by putting some succinct points to paper

for these nine subjects. In doing so, you can make a distinction between describing the current situation ('ist', which is referred to as the master key in this model) and a separate description of the future, desired situation ('soll'; in this model the vision key).

Important to recognize is that point 1 through 4 are external and 5 through 9 are internal. Of

equal importance is the notion that a BrandKey

Is for internal use, it is not a slogan or payoff.

These follow the BrandKey.

At Unilever, a separate BrandKey is completed for each extension/brand. This is the same method used in our meeting on 16-12-2013 and will be reflected in this paper.

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OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY OLD HOMEAWAY BRANDKEY

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OLD BRANDKEY

Workshop In the BrandKey workshop on 16-12-2012 at the HomeAway European headquarters we used all the available brand information, market information and competitor analysis to complete the ‘Ist’ BrandKey of the current situation for HomeAway.

“We’re not bringing the houses to the travelers, but the travelers to the house-owners!”

1) Root Strengths Official mission: make every vacation rental available to all travelers. Mission in practice: make every traveler available for vacation rental owners. Vision: Vacation rentals are better than hotels. Strengths: HomeAway is the biggest. 2) Competition • Airbnb • Tripadvisor e.o. • Local players • Meta search-sites

3) Target (audience) Pre-families (10%) Families (40%) Empty nesters (50%) Also there is a split between the short stay < 3 days and the longer stay > 3 days, HomeAway is more Relevant for the latter.

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4) Insights Hotels aren’t friendly for families.

Vacation rentals feel like home; a lot of amenities, privacy and space.

What people are looking for is cleanliness, well cared for properties and safety. HomeAway can supply all that.

5) Benefits (of HomeAway) The largest number of vacation rentals and therefore a lot of choice. Also a fair amount of unique properties/ A trusted party as the global leader.

6) Values, Benefits & Personality (of HomeAway) HomeAway is about family HomeAway is male HomeAway is American If we had to choose a face to the brand it would be Lance Armstrong (without the doping affair).

7) Reasons to believe(of HomeAway) HomeAway has provided the most vacation rental holidays in the world.

8) Discriminator(of HomeAway) HomeAway is the worlds leading online marketplace for vacation rentals

9) Essence (of HomeAway) The biggest choice in vacation rentals

Schizophrenic HomeAway is unclear in its communication who it’s rooting for. There are 2 audiences; the travelers and the owners. Although this is logical from a business point of view, it is confusing in the communication.

One example; as a traveler, you are not looking for a vacation rental, but a nice house to have the best holiday. The word ‘rental’ is mostly logical from a owners point of view.

We advice to make a clear choice in communication.

Cold and Blue The current BrandKey shows a ‘cold’ and almost clinical approach to the matter at hand. The choice of color, functionality and language feels like a tech-company, when holidays should feel (more) like warmth and empathy.

Also here is some schizophrenia in the ‘warm’ pay-off “lets stay together”. This is emotional and its also overpromising. HomeAway cant deliver this! At most HomeAway, and its solutions, is part of the equation, not the full solution.

We advice to adopt more warm/red elements. Further on in this paper we propose a solution in a dual brand strategy.

Wording and phrasing We, as a species, communicate by language. Especially when we’re not face to face, wording and phrasing is extremely important to convey your meaning. We propose some wording upgrades and changes.

Vacation Rental Holiday Home Property Holiday Home Travelers Holidayers User Visitor Global in the world

Airbnb Before Airbnb, HomeAway was on the other end of the spectrum compared to hotels. Now Airbnb is in play, HomeAway moved to the middle.

This demands an adaptation of the brand position.

Analysis of the old BrandKey

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HomeAway vs Hotels Hotels are impersonal, professional, a little slice of luxury all wrapped in one. They usually does not accommodate family's and groups of friends. This is where HomeAway comes in. With the biggest selection of holiday rentals, HomeAway provides the travelers a personal and unique experience in a specific place.

HomeAway vs Airbnb Airbnb is even more personal than HomeAway. Airbnb is about the human experience , it plays into the role of ‘host’ and ‘guest’. Its more urban, more a ‘movement’ than a company.

HomeAway can’t (with its current proposition) out-warmth Airbnb, just because its more of a company.

Stuck in the middle HomeAway is caught between Hotels and Airbnb. Is this a terrible place to be? No, its actually a good place to make money, as the player in the middle can expand both sides. However from a branding perspective the middle is a difficult place to be. Its hard to claim the middle as you can’t claim an extreme.

Its time for HomeAway to stop being anti-hotel or anti-airbnb. Just be HomeAway, the biggest and best solution if your looking for a vacation rental.

NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY NEW HOMEAWAY BRANDKEY

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NEW BrandKey

Insights Based on the insights discussed at the BrandKey workshop, we’ve constructed a new BrandKey. This version should be able to guide the brand decisions for the next 3 years.

“Carpe festis”

1) Root Strengths Mission : make every holiday home shareable. Vision: a holiday home just delivers more holiday Strengths: HomeAway offers the largest choice of holiday homes.

2) Competition

• Airbnb (warm)

• Trip advisor a.o. (tepid)

• Hotels (cold)

3) Target (audience) Holidayers who want to get the most out of (their) - Holiday

- Family

- Accommodation

- Destination

- Budget

- Service

In 2 (Latin ) words: CARPE FESTIS,

(seize/enjoy the holiday)

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4) Insights A holiday home just gives you more holiday.

You want to have a lot of choice to get to your perfect holiday home.

Holiday homes (by HomeAway) are clean, save and spacious.

If only more people would know about the benefits of holiday homes, more people would get more out of their holiday and tell more people about it.

5) Benefits (of HomeAway) The largest choice in holiday homes, including many you won’t find anywhere else.

The most trusted marketplace for holiday homes

Easy to use and easy to book

I can get my holiday inspiration there.

6) Values, Benefits & Personality (of HomeAway) HomeAway can be seen as a family name. The family is all about providing holidayers with the right holiday home. In the ‘golden circle construct of Simon Sinek we see the following believe system (next page)

7) Reasons to believe (HomeAway) HomeAway does have the largest choice of holiday homes in the world

8) Discriminator(of HomeAway) HomeAway is the worlds leading online marketplace for holiday homes.

9) Essence (of HomeAway) The largest choice of holiday homes

Simon Sinek: Golden circle

Golden Circle HomeAway

WHY HomeAway wants everybody to get the most out of their holiday.

HOW By making all the worlds holiday homes available, because a holiday home provides you with more holiday.

WHAT Everything that’s needed to make this possible: websites, mobile apps, social platform, financial products, concierge services etc.

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The HomeAway couple [not literally, but figuratively]

HomeAway provides you with everything you need to find your perfect holiday home. However this is not one person, its two. It’s a couple, and their family name is HomeAway. This couple is well traveled, knows the world and the people living in it. They are hedonists. They know what something should cost and want to get the best deal. They believe in the strength of family and they build and trust on this.

Most of all they’re helpful. They are more about giving than receiving. They would love to help you find the best holiday home in the world. Help you with your questions and also have some nice tips and tricks for you based in their own experience.

♂ The male part is all about search, finding, the right deal, being the best, beating the competition. If you partner-up with the male HomeAway, you know you’ve made the right choice. You will be secure, and you know you have someone to count on. He is the core of the HomeAway couple.

♀ The female part is all about intuition and discovery. She will look for the exciting things in holiday homes. Where he is about search, she is about discovery. She will put up lists of the best beaches to build sandcastles , she will write articles about discovering a holiday house & will respond to news about traveling. She will inspire you

And when you’re inspired, and want to book or search, she will bring you to her husband.

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PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT PROOF & PRODUCT

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PROOF & PRODUCT

“ Walk the talk”

If HomeAway wants to claim the new BrandKey, don't just talk the talk, but more important: walk the walk.

As Seth Godin (marketing guru) explains in his book: The purple cow: ‘We need to make remarkable products that will almost sell themselves’. To proof the BrandKey, HomeAway needs to address at least the following issues.

Stay the biggest If you claim to have the greatest collection of holiday homes, you need to be able to proof it. So keep investing in that position.

Be best in search & booking If ease of use is one of your benefits, you need to prove is. So have the best search interface, the easiest user interface and the most seamless booking system.

Show the love for the Holiday Homes …

Make use of all the love the house owners have for their place. Use their passion. Preferably in video’s as that is the most shareable content on the web. Let them talk about what makes their home special, the sunset, the architecture, etc.

Make it personal Steal good ideas. Airbnb makes good use of profiles. Both travelers and hosts have extended profiles and pictures on the site. This makes it REAL and the place to stay feels closer. Incorporate good profiles and pictures in the HomeAway site.

Take away the worry A holiday is important. And booking it through a website might feel tricky. However HomeAway has a good system in place and is trustworthy. Improve on showing the security and quality of service.

Male and Female Invest in the 2 parts as described. To give the female part enough to have her own perspective we need extensive labeling/tagging of the holiday houses, also on intuitive and inspirational levels.

e.g:

For an article about home cooking, we would need to know which houses have a kitchen garden.

For a list about the most beautiful sunsets we need to know from which gardens of which houses you can actually see the sunset.

For a blog post about the World Cup soccer we need to know which houses have a soccer pitch in the garden.

Etc.

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COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN COMMUNICATION & CAMPAIGN

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COMMUNICATION & CAMPAIGN

“ Walk the talk”

In the end the BrandKey is for internal use, and this needs to be translated by the organization towards the (potential) clients. This is something that will grow over time, and develop campaign to campaign. However we can give the most important pointers we see based on the analyses and holistic data available on consumer behavior.

Social A holiday is a social occasion. Push for more social engagement on the HomeAway platform. Use the Earned media to spread the word.

Mobile Mobile will surpass the regular web in Q1 of 2014. More and more traffic will come from mobile. However advertising and especially PPC is difficult on mobile. Invest in mobile ready content.

Content Marketing …

Not only on mobile, but also on the regular web content marketing or native advertising is on the rise. Research shows that ALL clicks on banner ads are being done by only 8% of the population. Content marketing gives HomeAway the opportunity to connect with the remaining 92%. The new BrandKey makes this more possible than before.

Male and Female Also make use of the 2 entities in campaigning. Play good cop / bad cop to counter the Hotels or Airbnb.

Birdhouse Make use of the positive birdhouse mark. Provide bookers with a ‘stencil’ to build their own birdhouse from paper of cardboard. Give incentives to house owners to put up HomeAway birdhouses. Have competitions to take a ‘selfie’ with the HomeAway birdhouses at the holiday homes.

Advertising on HomeAway.com We do recognize that the display adverting on the HomeAway site provides a steady revenue. However it diminishes the value perception of the service provided to the traveler/holidayer. We assume also that the site without 3rd party adverting would have a higher conversion rate. To prove this we advice to have a split run. One part with and one part without 3rd party adverting, to see the difference in both advertising and booking revenue.

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BRAND STORY & TAGLINE

“Back in the day…”

Brand story Function of a Brand story Brand stories are there to convince the world of your motives. To explain your ‘golden circle’ in a comprehensive, human way. Ever since men was able to talk we’ve used stories to convey the most important lessons. Airbnb uses a lot of storytelling in their communication. This seem to work for them and this tactic can also be used for the benefits of HomeAway.

The best stories have similar structures. This structures can be used as a tool to construct a brand story that works.

We need a Hero (the holidayer) who has an existing structure (his/her family). The Hero then has a Conflict, a setback or misfortune. At the lowest point the Enabler (HomeAway) arrives and helps the Hero to climb out of the Conflict. He/She triumphs and the Moral of the story becomes evident to the audience. The End.

Example 1 of the HomeAway brand story

A couple of years ago, I was working in an office as a sales manager. When we came up to the fourth quarter it became quite clear that it would be very, very hard to reach the sales target for that year. My reaction was to just work harder. First I started to work late, then started to work during the weekends and eventually I spend about half of my nights at the office as it was too late to really go home. Off course this didn’t go over well with my wife. She started complaining that the kids stopped eating properly if I was not home and that I was getting more and more agitated. However I could not break my new habit of overworking.

Finally also my colleagues started complaining that I’d become an unpleasant man. First to me, later to my boss. And then it happened. My boss directed me in his office and demanded I would take a leave of absence. He insisted I would stay in his vacation house in the mountains with my family. After some initial pushback I gave in. I took my wife and the boys, they were 9 and 12 at the time, to the house. It was brilliant! All that space, no hassle, the nature. I took the boys fishing and in the evenings I had some long talks with my wife by the fireplace. I came back a different, much more pleasant man.

From this I learned that to perform, everybody needs some real quality vacation now and then. And a holiday home delivers that for me. All those benefits, freedom…. Everything I need to unwind. And ever since, I’ve been spreading the word. People should just enjoy those spaces. The luxury of having a home away from home.

That’s when the idea was born: we need to share all holiday homes together. To make that happen in the real world the internet was the solution to match the homes with the holidayers... And HomeAway was born

Example 2 of the HomeAway brand story

Back in the day I went on holiday with my wife and kids. The kids where four and six year old and because it just seemed like a good idea we booked a hotel at the ocean side. However when we came to the hotel, the family room was no family room at all. There were 2 rooms, and not even together. The 2nd room was 3 doors down the hall. So I ended up with my son, the 4 year old in the room, and my wife with my daughter as we do not trust them in a room without supervision. When I also discovered the next day that the meals were not included and the whole week would cost me about double, I decided to pack up our stuff, gather my family and leave.

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The kids yelling, my wife angry, my holiday ruined, all before it really began.

Then when I was packing the things in the car, the kids still screaming, I dropped my suitcase and it sprung open and all my wife's clothes were spread out all over the parking lot.

A guy walks up to me, George, and he starts helping me to gather the stuff, his wife Annie lends a hand also, without me even asking. So we start up a conversation. And George is so gentle, so well mannered, so Zen, that I asked him what his secret is…

A holiday home he replies. He owns a 2nd home just up the coast and it always gives him the recharging he needs to cope with life. And the guy offers us to stay at his house for the rest of the week as he is heading back to town anyway.

We had the best week of our life! The kids played on the beach, we had a BBQ out on the deck, a swimming pool and all the space we could wish for. I actually think that week saved my marriage.

When I came back to work I noticed most of my colleagues were stressed out as well. So I advised them to rent a holiday home as it worked wonders for me.

And ever since, I’ve been spreading the word. People should just enjoy those spaces. The luxury of having a home away from home.

That’s when the idea was born: we need to share all holiday homes together. To make that happen in the real world the internet was the solution to match the homes with the holidayers... And HomeAway was born

Variations Off course variations can be made on this base-structure to fit the setting or the person telling the story. The Hero can be male or female.

The structure can be the family, but also a group of friends, a company or just your spouse.

The Conflict can be about the accommodation, but also about the destination of personal circumstances.

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New tagline

Rational for the tagline We realize that this tagline is more functional than “lets stay together”. This in intentional. The brand recognition of HomeAway is still relatively low. As is the proposition awareness.

In this phase of the brand building its advisable to be clear on what you are before who you are.

To compare: you might become the best of friends with your new neighbor. The first time you meet him he introduces himself by saying something like : “hi, I’m Bill, your new neighbor”.

This provides the structure to build the relationship on, where you get to know him and realize that you have the same interests and you can build on him for advise and occasionally borrow his lawnmower.

Now imagine your doorbell rings, a man you don’t know is at the door. He says; “ hi, I’m Bill, do you want my lawnmower?” This feels weird. Who is this guy? Is he selling me his lawnmower? You get defensive and the relationship hits the first bump before it even began.

HomeAway needs to introduce itself, especially to new clients by being clear what its about. Later on we can get to know all about one another.

To soften up and emotionalize the relationship we can also make usage of the female part of the HomeAway couple (see page 18). She’s more equipped to convey the ‘soft’ side of the business.

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SOURCES

“ Brand Darwinism”

1. BrandKey, Eurib, 2013

2. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008.

3. Golden Circle, Marin Sinek, 2009, Start with why, how great leaders ispire everyone to take action. Penguin Group, New York.NY

4. Purple Cow: Transform Your Business by Being Remarkable , Seth Godin, 2003 ISBN 1-59184-021-X.

5. Google research, Winning the Zero Moment of Truth eBook (2011)

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dankie Afaleminderit እግዜር ይስጥልኝ شكرا grazias ջնորհակալռւլժյուն sagv olun eskerrik asko trugarez gràcies 謝謝 grazie a ringrazià ti tack tak danke thank you dankon aitäh merci grazas ευχαριστώ aguyjé धन्यवाद köszönöm terima kasih grazie ありがとう matur nuwun dank hvala gratias ago благодарам grazzi takk mercé бузныг سپاسگزارم

dziękuję obrigado mulțumesc спасибо хвала hvala vďaka gracias ขอบคุณครับ děkuji teşekkür ederim cám ơn diolch enkosi dank tack dankie

Afaleminderit እግዜር ይስጥልኝ شكرا grazias ջնորհակալռւլժյուն mercé sagv olun eskerrik asko trugarez gràcies 謝謝 grazie a ringrazià ti mercé tak danke thank you dankon aitäh merci grazas ευχαριστώ aguyjé धन्यवाद köszönöm terima kasih grazie ありがとう matur nuwun dank hvala gratias ago благодарам grazzi takk mercé бузныг سپاسگزارم

dziękuję obrigado mulțumesc спасибо хвала hvala vďaka gracias ขอบคุณครับ děkuji teşekkür ederim cám ơn diolch enkosi dank tack dankie

Afaleminderit እግዜር ይስጥልኝ شكرا grazias ջնորհակալռւլժյուն mercé sagv olun eskerrik asko trugarez gràcies 謝謝 grazie a ringrazià ti tack tak danke thank you dankon aitäh merci grazas ευχαριστώ aguyjé धन्यवाद köszönöm terima kasih grazie ありがとう matur nuwun dank hvala gratias ago благодарам grazzi takk mercé бузныг سپاسگزارم

dziękuję obrigado mulțumesc спасибо хвала hvala vďaka gracias ขอบคุณครับ děkuji teşekkür ederim cám ơn diolch enkosi dank tack

dankie Afaleminderit እግዜር ይስጥልኝ شكرا grazias ջնորհակալռւլժյուն sagv olun eskerrik asko trugarez gràcies 謝謝 grazie a ringrazià ti mercé tak danke thank you dankon aitäh merci grazas ευχαριστώ aguyjé धन्यवाद köszönöm terima kasih grazie ありがとう matur nuwun dank hvala gratias ago благодарам grazzi takk mercé бузныг سپاسگزارم


dankie Afaleminderit እግዜር ይስጥልኝ شكرا grazias ջնորհակալռւլժյուն sagv olun eskerrik asko trugarez gràcies 謝謝 grazie a ringrazià ti tack tak danke thank you dankon aitäh merci grazas ευχαριστώ aguyjé धन्यवाद köszönöm terima kasih grazie ありがとう matur nuwun dank hvala gratias ago благодарам grazzi takk mercé бузныг سپاسگزارم


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Home away paper

Marketing

Transcript of Home away paper