Location Based Services
For Small Business
October 3, 2010
Who Am I?
A new trade association that thinks location-
first, and then seeks to determine the
marketing media mix necessary to reach the
consumer or customer
What Is LBS?
A location-based service (LBS) is an
information and entertainment service,
accessible with mobile devices through
the mobile network and utilizing the
ability to make use of the geographical
position of the mobile device
LBS bridges the gap between all forms of
marketing media. Inclusive of social
media, internet, and real life interaction
Local Search Matters
Local search IS the game changer for
businesses that want to market locally
The Numbers Support It
80% of searchers research online before
purchasing in a 10-20 mile radius
Almost every local search now includes
The Numbers Support It
82% of local searches follow up off-line via
an in-store visit, phone call, or purchase.
74% of Internet users perform local
Local search volume
is growing exponentially
At 50% every year
1 billion local searches per month in 2009
1.5 billion local searches per month in 2010 (projected)
2.3 billion local searches 2011 (projected)
3.45 billion local searches 2012 (projected)
We are currently experiencing
a mobile REVOLUTION
# 1 Access Method
The #1 access method for local information
is the mobile browser with 20.7 million
users per month.
50% of connections to the internet are from
It tells the search engines that they have
the most accurate and up-to-date
information about your business location.
It gives YOU, the business owner an
opportunity to out-rank competitors by
optimizing your business listing for
targeted keyword sets and geographic
Your customers are talking about you, but
are you listening?
Over 38 million people visited Yelp in
August 2010 to make spending decisions.
• Communicate with your customers privately
• Track how many people view your biz page.
• Add photos, detailed biz description.
• Announce special offerings.
• Post up-to-date information and specialties.
St. Edward’s University used Whrrl to collate photos and feedback during their gradua=on. By all checking in they were able to share their
experiences with each other there and then, rather than being dispersed on many diﬀerent photos albums across Facebook aDer the event.
Get relevant information
Metro has partnered with Foursquare in Canada to provide it’s followers with recommenda=ons that are relevant to where their users are.
Reviews of the nearest restaurants, bars and shops when people need them. Great poten=al for tourism and big ci=es generally.
Jimmy Choo launched a treasure hunt through foursquare, as well as twiKer and facebook, to launch their new trainers. The trainers checked in
at a loca=on and if you checked in whilst they were s=ll there you won a pair of your choosing.
Drive in store
Chevy set‐up a series of walking tours around Aus=n during SXSW. If they completed the tour they earned a badge that allowed them to collect a
limited edi=on Hot Wheels car on the showroom ﬂoor. In addi=on to this when you checked in at the airport Chevy said hello and lucky winners
got a free ride to their hotel.
Bring your fans together (not just virtually)
The Swam badge is par=cularly diﬃcult to get. You need to have 50 people checked in the at the same place. A.J. Bombers in Milwaukee hosted
an event to achieve just this, bringing together all of their fans in a celebra=on of joint achievement.
Although badges probably have a preKy short shelf life and Bravo will surely con=nue to innovate, this type of experience makes the shows
people watch a broader experience than before. Going to the featured spots or sets. Imagine if the Sopranos had done it..
Reach people near point of sale
Knowing where people are means you know when they’re coming to your store. HM oﬀer up to people virtual goods on My Town, giving them
more points in the game and an incen=ve to shop instore.
Establish yourself in new categories
Checking in that you were at a football game in South Africa, or were watching one with friends back home helped you towards unlocking CNN
themed badges. I’m preKy sure that’s why this girl from Paraguay always kept her mobile so close.
Locations share software
This is Tabbed out which allows you to open a tab at the venue you’re in and seKle it all through your mobile. This could be the precursor to a set
of shared loca=on services. BIA’s/retailers are a united bunch you could see them using something like this. Small businesses across Canada could
help each other out to combine against big box retailers.
Key Take Aways
“People are the “media channels”…LBS
makes word of mouth marketing relevant”
“It’s not only about hyper-local, but really
“Content is king, but context is the advisor”
“We are only in the 1st inning of extra-
innings game in LBS.