Question

Airbnb. What features or aspects are being provided that involves consumer collaboration ? How are they using them in their marketing? How effective do you think they are? What other collaborative means could they utilize?

Answer 1

Collaborative marketing is the mechanism through which companies share their resources to enhance brand image and increase their overall coverage and influence. Companies are collaborating together so as to influence each other’s customers. For example: The association of MasterCard and Lyft. MasterCard is trying to promote its Christmas based marketing campaign “Priceless” by using the physical product of Lyft i.e. Lyft cars for its promotion. The interiors of Lyft cars are decorated with Christmas theme and the customers are being offered gifts for their ride with the company.
The usability of a product is used as a feature or promotional tool for the collaborative product of the other company.
Another collaborative measure which the companies can use is offering loyalty points and special benefits to the consumers of the other company. These loyalty points and benefits will promote the features of the company to the consumers of the collaborative company.
https://www.forbes.com/sites/davidkwilliams/2013/06/18/collaborative-marketing-is-the-next-big-thing/#59e54cdb4918
https://www.forbes.com/sites/insead/2014/01/08/how-innovative-companies-collaborate/#2c4a8bed6e78