It talks about the entire approach of how to attract the hosts & what should be the overall market strategy in the digital field.

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V STRATEGIC APPROACH TO ACQUIRE HOSTS

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Index
• Demand Generation Flow
• How would Host Move to next round of
Demand Generation Flow
• And yes how to find the Host
• What entices host
• Portal Communication-Suggested
• Overall Marketing Strategy &
Importance of Content
• Integrated Marketing Approach
• Summary

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DEMAND GENERATION FLOW
Nurture NurtureNurture
OPPORTUNITY
Nurture
Completes form in
return for
valuable content
Prospects looks
around site to see
what’s on for him/her
Prospect now highly
engaged – accelerate
towards next round
Prospect is sent more
content relevant to
interest
Prospect behaviour
demonstrates they are
ready to tie up for being a
host
Prospect handed over
to concerned dept.
Website
Discover Consider Decide
Prospect enters web
via Inbound or
Outbound marketing

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HOW WOULD HOST MOVE TO NEXT
ROUND
• How should we move, as a brand or just as an aggregator
• Brand identity would help us. We recommend communication which
compulsorily has logo, brand guidelines and contact details in place on
all the content shared with the host
• For any startup, it is Honesty which impresses the opposite side
• Showcase that you understand the shortcomings of the business
• Your solution should impress the opposite side, as it is more
personally curated and can generate lots of revenues in a small span
of time
• Highlight individual business plans for the customer who are on the
opposite side. Communicate in form of nos. that you can earn more &
more quarter by quarter
• They want to see some old success stories, where host has uploaded their
properties.
• User impresses from another user and that should be our success
mantra
• We would recommend Infographics or Video Success Stories

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BUT THE BIGGER QUESTION
HOW SHOULD WE FIND THE
HOST??
• Such hosts are visible on lots of travel sites, be it
AirBNB, Trip Advisor, some OTAs, sites like
Magic Bricks & 99 Acres(in India), Oyo Rooms,
Homestay sites, Travel Agents etc.
• If we get such databases, it would be of great
help. We can run strategic mailer/ Whatsapp
campaign on them.
• Anyways such hosts are also visible online on
different local travel groups(Facebook, Yahoo,
Google etc.). We need to touch base them for
registering with our portal.
• On the offline level, every city has different
sectors, blocs where such hosts can be easily
identified. We can touch base these sectors/blocs
through offline marketing exercises.

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WHAT ENTICES THE HOST
• Landlords/Hosts see long-term
rental income as low risk. Highlight this as
one of key USPs
• Landlords would love to have a look a end
user/customer’s history.
• In a nutshell, A good ROI for Host entices the
most. Suggest a plan which they cannot say
NO.

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PORTALS COMMUNICATION
 There has to be a Seller’s zone on website. Like
host.xyz.com if the main website has xyz.com
 Showcase what would host get if he/she aligns with our
portal
 Take help of localized communication. If I am searching for
Kasol in India for being a host, I need to get that local flavor
in my searches. It would help the portal in diverse
geographies
 There would 3 types of users who would be visiting our host
zone
o One who can directly sign up with us
o One who would take some time in understanding us
o Last who is just a visitor and bounces off
o There has to be different philosophies for such
different set of users. You need to give some time to
really convert suspect into a prospect.

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PORTALS COMMUNICATION
• Get Localization right
• Localization is just not keywords, it is also the
content & experience that impresses the end
user
• Mix of Top Down & Bottom Up Approach
• Top Down Approach, where you think from a
larger geography perspective towards a
particular city
• Bottom up approach where an individual thinks
to move out of a particular city

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OVERALL MARKETING
STRATEGY
• Have a host activation team or host engagement team.
• Referral programs work a lot. Give host & travel agents the privilege for aligning
to such referral programs.
• Manually, calling BnBs and small guesthouses that could register on the
platform.
• Naturally. Renters tend to naturally become hosts once they've tried the service
and see it works well.
• Local listing would help in multiple cities. These local listings can be local
directories and also Google local listings with appropriate reviews.
• Requesting a brand KOL/Ambassador for different geographies. Call centre does
help, but users want to talk/meet in person with this individual person/team. We
recommend the same
• Social Media, Mailers, SEO, Google & FB Ads would also work
• It is the social network effects that make the sharing economy work and
regardless of what else is done without support there this kind of business
would not scale.
• Word of mouth would always be the biggest marketing assistant for our kind of
platform

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IMPORTANCE OF CONTENT
Show customer journeys in form of
INFOGRAPHICS VIDEOS SHORT FILMS
BLOG
ENGAGING
SOCIAL MEDIA
CONTENT
CASE STUDIES

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OVERALL MARKETING STRATEGY
Traffic
on
Website
SEO(Global & Local SEO)
Social Media Exercises(Host
Acquisition)
Ads(Google & Fb
Ads)
Mailers(Targeted
Communication)
Whatsapp( Targeted
Communication)
Offline Ways to convert
Prospect into HOST. This
would be through meetings,
telephone/skype calls etc.

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SUMMARY
• Trust is the important aspect of business
• A startup should approach the Host with the
same trust and honesty
• As a startup, you need to fill gaps which are
there inside the current business problem
• Your solution should speak ROI, low risk and
scalability

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THANK YOU
W W W. V I B E S C O M . I N
Name & Designation
+91- 8586932863
nishith.srivastava@vibescom.i
n