7 min read
You know how parents are always surprised by how fast their kids are growing? That’s exactly my feeling about this podcast. We’re already at its 14th episode and every week it hosts more and more great life stories from marketers. Let’s see what this one brings to us.
Our guest today is Kristin Lorie – the Brand Marketing and Social Media Manager at Airbnb. She is a global marketing professional with more than 8 years of experience working for top tier companies in the technology, travel, and entertainment industries.
What does your audience need?
Brand communication during COVID 19 is very tough and delicate work, especially when you’re in travel. It’s very interesting to see what strategies big brands like Airbnb adopt now. In such a difficult time for the travel industry.
“Obviously things are very tough right now given the situation and the fact that I work in travel, specifically. What I keep as the forefront whenever I am doing anything in social right now is putting the audience in mind. Ensure I am being sensitive towards them, putting out the right messages that people would want to hear during this time. It’s a very difficult time for everyone. So it’s just about an extra conscious world.
When you build a community, it’s always important to continue to engage with them. And that’s one of the main things that I’ve learned at Airbnb. You really have to nurture your community. Find a different tone and content that’s not about people traveling to beautiful places. We want to make sure that we’re still there for our community.
It’s been a challenge, but it’s definitely also been a big learning, which I can appreciate.”
I loved what Kristin said. It’s so basic and yet so often overlooked. Keep interacting with your community but keep their feelings in mind.
I strive to be a marketer that uses data the same way
It makes a difference to have an open eye for other marketers’ work. Even if they are not from the same industry as you are. Great techniques, inspiring decisions can come up from everywhere, like in Kristin’s case.
“I admire Emily Weiss, the founder of Glossier. I think that she probably had one of the most incredible approaches to marketing. She started out with a blog and saw a need for this product, in a space that’s very saturated truthfully. She’s able to understand her audience in a way that to me is incredible. She got her product out there in ways that are very different from traditional marketing. She doesn’t put ads in newspapers, magazines. She doesn’t do a lot of traditional marketing, but Glossier is everywhere. They open up a popup shop and start with lines out the door.
That to me is just incredible marketing. I strive to be a marketer that uses data the same way she does. Beauty is a very tough industry and she’s been able to turn it upside down. They created these marketing campaigns that aren’t the traditional things that you see in beauty, the girl with the perfect skin. She has a little bit of everyone in everything, and that resonates with people and makes you want to buy from a brand like that. So I truly admire what she has done.”
I love the honesty and enthusiasm coming off Kristin when she talks about Emily’s success. She seems really inspired by her experience and empowered to learn from it.
Little things that can change your whole life
We all have at least one seemingly insignificant event that ends up changing our personal or professional journey. Some people call it destiny, others luck, others simply coincidence. In any case, I really like these stories.
“I think I have two of those stories. The first one is when I visited San Francisco and found the Airbnb office just walking around. We walked in and I remember looking around and thinking it must be an incredible place to work. Everyone is happy here. Everyone has a smile on their face. And when I left I didn’t think anything of it, but in the back of my head, I always thought maybe one day I can work there. But I don’t live in San Francisco. It’s going to be tough.
And then, I forgot about it. A year and a half later, I’m sitting in the car with my boyfriend and his friend who was running the PR for his company at the time. She mentioned Airbnb had reached out to her for a job and she had just gotten the email. I asked her if she could refer me.
She said yes, but I didn’t hear back from them for three months. I decided that I have to forget about it. And then suddenly got the interview, went through the process, and ended up getting hired. I think that those are two very insignificant moments at the time, that really changed my career and put me where I am today. I couldn’t be more thankful for them. If I wouldn’t have stumbled upon the office, I’m not sure I would have even been interested. So little things like that in life that sometimes change your whole life.”
I took two things from this. Employer branding is everything. And if you want something, do what you can to get it. Even if it’s saying out loud a random thought in a cab ride. It can happen when you least expect it.
Diverse and empowering stories from Kristin’s experiences as a marketer. I really enjoyed listening to this episode!
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