352 – Airbnb Used This Unique Tiny House to Advertise Their Own Business

352 – Airbnb Used This Unique Tiny House to Advertise Their Own Business

Joep Pennartz started Shacky out of a desire to create opportunities for a digital detox. To look out the window, listen to birds and take a deep, long breath. After a particularly hectic period in his life, he and his girlfriend managed a getaway in a little place that had no mobile service, and just two days in this environment felt like a whole month’s worth of relaxation.


As time went on he realised that this type of a holiday was a growing need for many people who need to unwind and go on a digital detox. This lead to the start of  the Shacky adventure.

This is a story of innovation (which Joep has a Masters degree in), crowdfunding and just some really clever marketing ideas.

I think you’re going to love this chat, Joep’s passion for his business and the way in which he has gone about building it is truly inspiring.

We cover a tonne of marketing ground including:

  • JOMO (the joy of missing out) a term Joep likes to use when promoting these beautiful tiny houses
  • Some nice 1 percenters that Joep has done to build and promote Shacky
  • A great PR hack
  • How Air BnB used the Shakies to help build their brand

Also in this episode of your favourite marketing podcast …

I also went to one of Key Person of Influence Brand Accelerator Events. It’s 8-hours full of solid content. If you’re interested here’s a 50% discount on the ticket price.

Here are my top 3 learnings from attending the event:

  1. Matthew Michalewicz a previous guest on the show presented on Pitching – His key take away was the “Name, same, different” philosophy. eg. My name is Tim Reid, I’m like a marketing consultant but I’m different in that I share my knowledge from stage and a podcast. How can you use that philosophy in your business?
  2. Rebecca Coomes – an ex-marketing consultant who’d made a decision that her true passion is helping people overcome a particular gut problem called SIBO (that she also suffered from) – she’s now a leading expert in this area and has an incredible product eco-system including books, courses, coaching, live events. I’m actually going to get her on an upcoming episode soon.
  3. Hair Salon Coach Lisa Conway talked about how it’s OK to be yourself as you build into becoming a key person of influence in your industry.

AND, I’ve got some EXCITING news. The next Small Business Big Marketing ‘Outsourcing Tour of The Philippines’ is coming up!

  • Learn about all the options that are out there for outsourcing to the Philippines
  • Visit businesses that are successfully doing it
  • Hang out with other motivated business owners

It costs $2,990 twin share and it’s on March 27-29, 2017

Check out all the juicy details at smallbusinessbigmarketing.com/tour

Yep, you guessed it, another huge episode, so let’s get stuck, right in.






00:00  Two marketing insights
00:50  Teaser
01:40  Welcome & overview
03:30  3 dates that I would love for you to save in your calendar
05:20  3 learnings from the KPI Brand Accelerator event
07:40  Today’s guest introduction – Joep Pennartz
08:35  Interview with Joep Pennartz
43:50  Insights into Cornerstone Business Solutions
45:30  My Top 3 Attention Grabbers from my chat with Joep Pennartz
46:52  3 steps to getting customer feedback 
49:47 Wrap-up and an insight in to both a past guest & next week’s guest





  1. JOMO – The joy of missing out. We should look for more opportunities to miss out on things.
  2. The signage containing the website address Joep had on the back of his first Shacky when he was delivering it. This is a great example of really believing in your product and grabbing every opportunity to get the word out.
  3. I love the fact that he didn’t opt for the most obvious business model which would have been to mass produce Shackies for individual sale. And I love that one if the reasons he did this was to maintain control of his brand.





Shacky’s official website

Shacky’s crowd funding page

The Castaway Awards (of which I am the proud MC)
Crowdfunding links:
Other links mentioned in this episode:

3 Steps to Getting Customer Feedback

Interview with Scott Kilmartin about buiding the world’s most beautiful ice-cream truck

Interview with Matthew Michalewicz on the perfect pitch





Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller.






What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.



Leave a Comment

Your email address will not be published. Required fields are marked *


Marketing Wake Up Calls

Only for the motivated business owner keen to build their beautiful business in to the empire it deserves to be.