Webinar Location Based Marketing


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Tijdens het Location Based Marketing webinar geeft Pieter Joost Verhoef (Location Based Marketing expert) uitgebreid antwoord op deze vraag. Hij laat zien hoe u optimaal kunt inspelen op de locatie van uw doelgroep en deze kansen kunt benutten.

Published in: Education, Technology, Business
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  • Hope you are ready for a very fast-paced introduction into Location Based Marketing!
  • Covering the What, Why and How, showing some examples of LBM in real settings and ..
  • Hopefully taking your imagination beyond the check-in and into the realm of true integrated local marketing. And if we have time, I’d like to end by demo’ing some cool new innovations
  • To answer the what, I first want to place LBM in a rough historic timeline of the waves in which the web has evolved Starting with the widespread use of mail, websites as marketing tool and moving into the selling of stuff online, we could summarize the first wave as Putting Our Business Online At the dawn of this millennium, we saw the rise of User Generated Content, Online Communication and Collaboration, the advent of Social Networking and even the revolution of the production factor Labour through co-creation and Crowdsroucing. What we’ve later started calling the “Web 2.0”, was in a way putting Ourselves more and more online The last wave, some call it the Web 3.0 has not been fully understood or defined yet, but we can see that much of it has to do with putting Online back into the Physical World in one form or the other. Whether it is through people carrying the web with them into retail, the linking of more and more devices to the web, the overlaying of information on an Augmenter Reality, or the use of location sharing as an enabler for rich personal and commercial interactions in the physical world. It is there that we define Location Based Marketing…
  • … as an integrated view on marketing to people on a physical location, with the full breadth of offline and online marketing media available to us.
  • 80% of
  • Change
  • More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising) Priority Moments: App/Site what is O2 offering (pull)
  • More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising) In one particular campaign, O2 sent out nearly 300K coupons to its opted-in users for 50% of a coffee at Starbucks.   A total of 14% of the those users redeemed the coupons and, when asked later, 93% of users said they recalled the ad. Priority Moments: App/Site what is O2 offering (pull)
  • Analyzed the local consumer content of 5 global brick & mortar brands Social media & brand monitoring relies on keyword-based listening When keywords applied to location-based content, only a small percentage matches The local content miss is the local blind spot
  • Start with the WHY, set measurable GOALS and start MEASURING Attract & Engage In Shop Display Window Personell Shelf space, Music, Scent, In-store traffic flow Point of Sale Print Local Advertising In-store magazines Out of Home Local Billboards Digital Signage Online: Reviews, Publishing (e.g. Yelp) Search (20% of Google Search is Local) Mobile Routing Group buying Check-in Coupons
  • Link . Locations to platforms? . Products to online assets? . Inventory to mobile platforms? . Merchandizing, machines & assets to social media?  Locate . Let users do? (check in, tweet, tag on smartphone with location tech)> pull . Let merchant do? (indoor positioning for analysis, or app triggering) > push or pull . Let carrier, or their partner do? (subscriber opt in, geofence around your shop) > pull and push . Let ad network do? (display and search advertising with HTML5 Geo info) > push  Listen, Analyse . Location-Focused social media analysis? (several platforms) . Individual platform merchant dashboards? (Google, Facebook, Foursquare) . Benchmarking, trends, user influence, brand reputation, heatmaps?  . Location of search trends in Google, Tweetdeck? . Crowdsourced mobile workforce for Field research? Attract & Engage . In Shop? Display Window Personell Shelf space, Music, Scent, In-store traffic flow Point of Sale . Print? Local Advertising In-store merchandizing & magazines . Out of Home? Local Billboards Digital Signage . Online? Reviews, Publishing (e.g. Yelp) Search (20% of Google Search is Local) Social (Like, +) . Mobile? Routing, navigation Group buying Check-in deals & badges Coupons Transact . Loyalty Reward? Points, kickbucks, badges, etc. etc. Exclusive privileges . Deal redemption Offers, deals, specials, coupons Cash (e.g. PayPal, AMEX Credit) Non cash (e.g. prizes, incentives, merchandizing) . Sales Discount Retain . Loyalty Program Internal or external / industry Apply best contingent game dynamic . Link to Deals Groupon, Google Offers, LivingSocial etc. etc. Or proprietary group buying schemes . Link to POS . Social CRM Integrate location into your social media markating & monitoring
  • Webinar Location Based Marketing

    1. 1. The Essential Guide to Pieter Joost Verhoef @pjbrayzen
    2. 5. Wikipedia The LBMA
    3. 6. Data sources (a.o.)
    4. 10. Provides useful additional information? Ease of use? Use again? Total views in 6 months
    5. 12. <ul><li>Six million subscribers (23% of total) </li></ul><ul><li>300K coupons sent for 50% off a coffee </li></ul><ul><li>14% redeemed the coupons </li></ul><ul><li>93% of users said they recalled the ad </li></ul>
    6. 15. Local Advertising, In-store signage & magazines Local Billboards, Narrowcasting Mobile site, Search, Social (Like, +), Reviews, Group buying Routing, Check-ins, Tweets, Coupons
    7. 17. <ul><li>184,000 participants in 12 week period at BWW </li></ul><ul><li>1 in 3 users returned to play </li></ul><ul><li>20,000 User Generated Challenges </li></ul><ul><li>100 million impressions via Facebook and Twitter </li></ul><ul><li>Brand Engagement: On average, a player spent 90 seconds per challenge= 3.6 years </li></ul>June 2011 | Slide 5 of 5
    8. 22. <ul><li>How many restaurants have been added? </li></ul><ul><ul><li>.. and are claimed? </li></ul></ul><ul><li>What is the engagement around the venue? </li></ul><ul><ul><li>Check-ins </li></ul></ul><ul><ul><li>Mayors, tips </li></ul></ul>
    9. 23. n=337
    10. 25. <ul><li>71,1 % of listed restaurants have been checked into </li></ul><ul><li>Listed restaurants were checked into 42 times </li></ul><ul><li>This was done by 23 people on average per restaurant </li></ul>
    11. 26. 71% of the restaurants has a Mayor 41% of the restaurants have been tipped by people
    12. 27. <ul><li>Did they upload their profile picture ? </li></ul><ul><li>Connected with Twitter and Facebook? </li></ul><ul><li>Are they mayor? </li></ul><ul><li>Number of check ins? </li></ul><ul><li>Tips left? </li></ul>
    13. 28. Half of the Foursquare users connected their account to their Foursquare and/or Twitter accounts 75% of Foursquare users has checked in somewhere n=225
    14. 29. 57% of Foursquare users uploaded a profile picture 31% of Foursquare users is ‘crowned’ mayor somewhere On average Foursquare users are the mayor of 1,6 venue n=225
    15. 30. On average they checked in 135 times
    16. 31. Venues had almost 9 tips on average
    17. 32. <ul><li>Why not useful? </li></ul>De meeste tips zijn pure reclame voor de bedrijven die hier zitten, dat is een beetje jammer Nee, inhoudelijk wordt er niets gemeld Ja, bijvoorbeeld het wachtwoord van de wifi bij de KLM lounge Ja zeker, op een groot festivalterrein is het handig tips van anderen te krijgen over podia, eten en drinken. Check in en je verdient heineken als je foursquare profiel gekoppeld is aan je Heineken profiel. Top online marketing! Why useful?
    18. 33. <ul><li>Foursquare user base quite small, but very active </li></ul><ul><li>Majority of restaurants can be found on foursquare </li></ul><ul><li>Most of the restaurants are already being checked in to, have mayors and are tipped about by customers </li></ul><ul><li>Little of the studied businesses seem to be aware of the possibilities offered like claiming and offering specials </li></ul>
    19. 34. * Others includes online video, branded content, email, mobile and tablet, and in-game advertising
    20. 35. <ul><li>~92 MM in local search </li></ul><ul><ul><ul><ul><ul><li>20 % of search is local </li></ul></ul></ul></ul></ul><ul><li>~1.5 MM mobile </li></ul><ul><ul><ul><ul><ul><li>2.5 % of online advertising </li></ul></ul></ul></ul></ul><ul><li>~22 MM social media </li></ul><ul><li>~6 MM DooH </li></ul><ul><ul><ul><ul><ul><li>4 % of out-of-home </li></ul></ul></ul></ul></ul>*exclusive local print, TV; based on 2008-2010 numbers
    21. 36. <ul><li>Layar </li></ul><ul><ul><ul><ul><ul><li>a worldwide leader in Augmented Reality applications for mobile devices, that are heavily dependent on location for its benefit </li></ul></ul></ul></ul></ul><ul><li>Repudo </li></ul><ul><ul><ul><ul><ul><li>a location based service with which you can drop all kinds of multimedia like a text, a photo, a video or an audio message at any location you like, adding a layer of digital objects to the real world. </li></ul></ul></ul></ul></ul><ul><li>Whatser </li></ul><ul><ul><ul><ul><ul><li>a personalized & networked city guide reflecting your taste and preference in the city where you live, work or simply love to hang out in. </li></ul></ul></ul></ul></ul><ul><li>TomTom </li></ul><ul><ul><ul><ul><ul><li>the obvious name for (sponsored) navigation, but not to be underestimated in its ability to cast a shadow on other LBS markets through its acquisition of TeleAtlas </li></ul></ul></ul></ul></ul><ul><li>Roamler </li></ul><ul><ul><ul><ul><ul><li>a mobile app that offers selected individuals (“Roamlers”) simple, paid, location based tasks & companies a scalable and affordable way to execute hyper-local field research through a curated mobile workforce </li></ul></ul></ul></ul></ul><ul><li>Taggle </li></ul><ul><ul><ul><ul><ul><li>with a very popular social publishing platform for real-estate agents, using QR Codes and automatic video creation </li></ul></ul></ul></ul></ul><ul><li>Feest.je </li></ul><ul><ul><ul><ul><ul><li>a local check-in contender, the likes of foursquare with a focus on campaigns </li></ul></ul></ul></ul></ul>