What attributes should we talk about?

You've been given an assignment abroad and plan to rent out your apartment over the summer. What should you include in your listing?

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Meme Mapping

Identifying recurring concepts, or memes, in a category to decide what to say about your product...

Experience

Mike Taylor

Built a 50-person growth agency.
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Excel experience recommended.
Usually completed in 22 minutes.
1. Scenario
VEXNOMICS OFFICE – THURSDAY
You're excited to go to Europe for 6 months, but you can't afford to pay double rent. So you decide to list your apartment on AirBnB. You ask a friend for advice on how to promote your listing to make sure you get enough bookings.
Gustav Gieger
at GoolyBib

I just heard back from the client and she has one condition before she'll sign off on the project

She wants someone from our team to actually go out to Europe for 6 months to make sure we understand how different the market is there

Travel will be paid, but you'd have to cover rent unfortunately the budget doesn't stretch that far.

What do you say? Do you want to go for it? If I didn't have kids I'd be jumping at the opportunity!

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

To stay consistent with consumer expectations, you first have to understand what memes are associated with your chosen product category. Here we're using the original definition of the word meme, coined by evolutionary biologist Richard Dawkins in 1976. "An element of a culture or system of behaviour passed from one individual to another by imitation or other non-genetic means." Internet memes are examples of memes, but then so are the different words, phases and design elements we use in our marketing.

Meme mapping is a method to systematically identify recurring patterns in competitive products. Once you have built your meme map, you can strategically decide what memes to incorporate, and where to differentiate your brand. The insights you gain from meme mapping are a great source of new hypotheses for conversion rate testing, or optimizing your ad campaigns with creative testing.

To start you must build a swipefile of competitive products, for example screenshots of their websites, marketplace listings or ad campaigns. Then you tag the listings with common themes until you feel like you've captured the important concepts. Finally you can do analysis of the memes you identified by seeing which ones occur most or least often, and incorporating performance data to spot opportunities or memes to avoid.

3. Tutorial

Hey, let's learn meme mapping so we have an apartment in New York that we want to around and we want to know what listings tend to include so we can either copy it or decide to differentiate from it. So you can see, I've just done a search here on Airbnb for different listings. You actually get different results if you zoom in.

Meme Mapping
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4. Exercises
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