I do a lot of presentations to conferences groups and to regional business groups. This was to a great organisation of local business leaders in Tuakau, looking at how they can raise their profile and bring more people into their area.

1. May 2013
What’s Location Got To
Do With It?
Luigi Cappel
SoLoMo Consulting
Imersia
Imersia Tourism

2. What Industries are Involved with Location?
Yours!

3. What’s Location Got To Do With It?
 Some Questions about Tuakau
 Smartphones and GPS
 BAU
 Collaboration
 Opportunities for You
 USA FIT Road Trip Experience (if
there is time at the end)

4. Terrific
 1.extraordinarily great or intense
 2.extremely good; wonderful
 3.causing terror; terrifying.
 Tuakau
• To stand by the shore of the river
 Ask an Aucklander
• “That’s down south somewhere isn’t it?”
Borrowed from Tuakau
College

6. Terrific Tuakau
2009
• Population 3,504 and growing
• 1,179 occupied dwellings
• >60% between 15 and 64
• 13% born overseas
• Most Common Occupation = Labourer
(Waikato is Manager)
• Median Income $24,200 (Waikato
$24,100)

7. Terrific Tuakau
2009
• 41.5% Couples with children
• 46.8% have Internet
• 73.7 have cellphone
• 17% of households have 3 or more
vehicles
• 58% have private owned homes (with
or without mortgage (more than
Waikato average

8. Location, Location, Location
 Why are you here?

9. Location, Location, Location
 Why are you here?
 Do you want more customers?

10. Location, Location, Location
 Why are you here?
 Do you want more customers?
 Why are you in business?

11. Location, Location, Location
 Why are you here?
 Do you want more customers?
 Why are you in business?
 Are you getting enough?

12. Location, Location, Location
 Why are you here?
 Do you want more customers?
 Why are you in business?
 Are you getting enough?
 Is Tuakau a secret?
 If yes, why?

13. Smartphones have GPS
 IDC and Nielsen agree that >50% of NZ
mobile users have Smartphones March
2012
 NZ Interactive Advertising Bureau June
2012
• 60% of NZ Smartphone users access Internet
daily
• 54% use apps daily
• 65% used in last 6 months to find info on
products services
• 60% used phone while out and about for
researching/buying products/services

14. Research by telmetrics

15. So What?
 What is BAU?
• Is it a sound business model for future
growth?
• For some of you perhaps it is.

16. BAU
dISrupt or be
dISRupted

17. Business As Usual?
 Kingseat, an abandoned mental
hospital in the middle of nowhere.
 1,500 visitors on a busy night like
Halloween
 >30,000 likes on Facebook

18. So What?
 People are looking for things to do.
 Tuakau offers cool things to do, who
knew?

19. So What?
 People are
talking
about your
business
and your
town,
probably
without you
knowing
about it

20. So What?
 People are
talking
about your
business.
Join the
conversation

21. This is Terrific!

22. So What?
Yelp
 People
aren’t
talking
about your
business.
Join the
conversation

23. Collaboration
 How many of you collaborate with
other local businesses?
• Shops
• Cafes
• Service Providers
 With sports clubs?
• Does the try scorer get free fish and
chips?
• How do you welcome away teams and
their supporters?

24. What Do These Businesses
Have in Common?
 Café and Computer Service
 Hairdresser and Restaurant
 Sports Club and Bakery/Take Away
Food
 Hair Dresser and Event Videography
 Home Appliances and Video Store
 Zoo and Accommodation
 I got married at a bowling club

25. Tourists
 What is a tourist?
• Could be anyone, we have 4 million
domestic tourists in New Zealand

26. Tourists
 What is a tourist?
• Could be anyone, we have 4 million
domestic tourists in New Zealand
 What is a tourism business
• Any destination

27. Tourists
 What is a tourist?
• Could be anyone, we have 4 million
domestic tourists in New Zealand
 What is a tourism business
• Any destination
 Tuakau is big on sport
• How do you welcome away teams and
their supporters?

28. What I’ve learned
 Loads of people are checking into
locations, leaving tips and comments
• Most operators are blissfully unaware of
them
• They don’t know they could be
marketing to them FOR FREE!
 The tourism, hospitality and retail
industries are hurting
• And they don’t understand new
technologies

29. So where can you be found?
 Web Site?
 Blog?
 Facebook?
 Foursquare?
 Yelp?
 TripAdvisor?
 2/3 of local businesses don’t have a
website
 31% of those who do said it
increased income

30. Opportunities For You
• Websites
• Blogs
• Social Media

31. Foursquare

32. Imersia Augmented Reality
 Finga Footy
 Tied to location
 Tied to Time

33. Final Thoughts
Thank youluigicappel@SoLoMoConsulting.co.nz
http://imersianz.wordpress.com/
http://luigicappel.wordpress.com
http://thefuturediaries.com
1. New Zealand enjoys a steady stream of FIT
2. Everyone is a tourist
3. Collaboration opportunities are there between other businesses in
your town and other towns
4. There are opportunities for your business, many are free
5. Get involved and do something now

34. FIT USA Road Trip
Why?

35. FIT USA Road Trip
What happens if you cross the line?

36. A DIY App for each Property?
How many brochure-ware apps do you want to
download?

37. There Are Exceptions
Updated daily, interacts with Facebook, Google+ and much
more

38. Another Exception
•Show Calendar
•Live Show Audio Streaming
•Live Twitter Feed
•Interacted with me
during the show!
•Concert Video
•Competitions
•Bios
•Purchase Tickets
•Online store for souvenirs
•Facebook interface

39. Most Apps are City Based

40. It’s Hard Being an FIT: Just as well I’m a geek
How can people find you?

41. Without these apps I wouldn’t havehttp://luigicappel.wordpress.com

42. The apps helped me
 Find great restaurants
 Avoid bad ones
 Avoid hotels with bedbugs
 Find historic villages in the middle of
nowhere