"Geofences Everywhere – How Can Marketers Benefit?“<br />Michael Leis, VP, Management Director, Digital, DraftFCBAlistair ...
42% of consumers 18 – 34 interested in mobile alerts from favorite retailers<br />Source: Placecast The Alert Shopper II, ...
The location-based mobile landscape<br />Check-in/Social Apps<br /><ul><li>Part friend finders, social city guide, game an...
Users check in to location through “around me” search or venues can be added with address
Venue-specific promotions and experiences; loyalty</li></ul>Platform<br /><ul><li>Provide mobile marketing technology to b...
Offer white-label services for SMS, mobile web and other mobile marketing to agencies, brands and operators
SMS/MMS mobile web with location targeting/triggering</li></ul>Local Discovery Apps<br /><ul><li>Mobile applications that ...
Location-relevant mobile banner, text units, alerts, promotions and sponsorships</li></li></ul><li>What is a geofence?<br ...
Proprietary translator creates a “Place Profile”
Program the desired geo-fence around a location</li></ul>Flexibility:<br /><ul><li>Geo-fences can be created around any lo...
 Add, remove & optimize geo-fences</li></ul>Geo-fencing Strategy:<br /><ul><li>Based on program objectives, trade areas, a...
Obvious relationship between offers and locations</li></li></ul><li>Geofence User Experience<br />Geo-fence is triggered<b...
Message presents a personalized offer
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2011 03-i mmbc-geofenceseverywhere

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Geofences Everywhere

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2011 03-i mmbc-geofenceseverywhere

  1. 1. "Geofences Everywhere – How Can Marketers Benefit?“<br />Michael Leis, VP, Management Director, Digital, DraftFCBAlistair Goodman CEO, Placecast<br />
  2. 2. 42% of consumers 18 – 34 interested in mobile alerts from favorite retailers<br />Source: Placecast The Alert Shopper II, Harris Poll, July 2010<br />
  3. 3. The location-based mobile landscape<br />Check-in/Social Apps<br /><ul><li>Part friend finders, social city guide, game and discounts
  4. 4. Users check in to location through “around me” search or venues can be added with address
  5. 5. Venue-specific promotions and experiences; loyalty</li></ul>Platform<br /><ul><li>Provide mobile marketing technology to brands and carriers
  6. 6. Offer white-label services for SMS, mobile web and other mobile marketing to agencies, brands and operators
  7. 7. SMS/MMS mobile web with location targeting/triggering</li></ul>Local Discovery Apps<br /><ul><li>Mobile applications that provide content specific to a user-expressed (search) or detected location
  8. 8. Location-relevant mobile banner, text units, alerts, promotions and sponsorships</li></li></ul><li>What is a geofence?<br />Geō-fence noun : a virtual field around any location set to deliver a personalized marketing message to a consumer when they are inside. <br />How it’s created:<br /><ul><li>Upload location addresses
  9. 9. Proprietary translator creates a “Place Profile”
  10. 10. Program the desired geo-fence around a location</li></ul>Flexibility:<br /><ul><li>Geo-fences can be created around any location
  11. 11. Add, remove & optimize geo-fences</li></ul>Geo-fencing Strategy:<br /><ul><li>Based on program objectives, trade areas, and customer demographic/psychographic profiles
  12. 12. Obvious relationship between offers and locations</li></li></ul><li>Geofence User Experience<br />Geo-fence is triggered<br />Dynamic message delivered<br />Consumer Opts-In<br /><ul><li>She/he receives an SMS alert on mobile
  13. 13. Message presents a personalized offer
  14. 14. Dynamic message- promotional, branding, sponsorship or a reminder
  15. 15. Option to leverage digital assets & WAP
  16. 16. Customer is out shopping in a retail area, office area during lunch time, sporting event, concert, or any other location POI
  17. 17. Triggers the geo-fence set by brand</li></ul>Customer opts-in through <br /><ul><li>Web site
  18. 18. Social Network
  19. 19. SMS or email program
  20. 20. Web or mobile banner
  21. 21. Inside store locations: window signage, POS cards, receipts, etc.</li></li></ul><li>Used for both acquisition and retention<br />ACQUISITION<br /><ul><li>Program participants
  22. 22. Portal with multiple brands
  23. 23. Program owns the audience</li></ul>RETENTION<br /><ul><li>White label program for brands
  24. 24. Brand owns their audience and data
  25. 25. Can integrate to CRM or loyalty programs</li></li></ul><li>How are brands using location-based alerts?<br />
  26. 26. Getting to scale in mobile & location<br />Reach is a challenge…(% US Population = 310 million)<br />Particularly with Location Based Apps…<br />Source: Mobile Marketing First Quarter Trend Report AdAge February 2010<br />4% Use LBS*<br />Source: Pew September ‘10, *Forrester June 2010 includes check in services like Foursquare<br />
  27. 27. ShopAlerts by AT&T<br /><ul><li>Combines reach of subscriber network with quality of AT&T
  28. 28. Hosted solution – Software as a service
  29. 29. AT&T secures offers from retailers
  30. 30. One-stop shop provides seamless experience for consumers and advertisers
  31. 31. Enhanced ROI and optimization across a larger number of consumers</li></li></ul><li>Why it Works for DraftFCB Shopper Marketing: Behaviorally Relevant Technology<br /><ul><li>Fits neatly with our 6.5 Seconds That Matter
  32. 32. The maximum amount of time any person will give a brand to capture their attention
  33. 33. Must be simple and relevant enough to make a difference and work for the audience
  34. 34. Must help the audience make decisions before the shelf
  35. 35. Placecast reduces friction typical in mobile brand experience now
  36. 36. Combines all the essential elements of valuable communication
  37. 37. Right time
  38. 38. Right place
  39. 39. Right message</li></li></ul><li>Why it Works for DraftFCB Clients: Effectiveness<br /><ul><li>Placecast service with AT&T foundation
  40. 40. Fundamentally broader reach at the carrier level
  41. 41. Makes brands the second-party instead of the third-party
  42. 42. Targeted Scale
  43. 43. The national scale brands need while only delivering (and paying for) the messages that make sense to the audience.
  44. 44. Works like a typical ad buy
  45. 45. Easy to understand it within an existing budget structure
  46. 46. First-mover advantages
  47. 47. Priority within competitive markets
  48. 48. Literally, physically competitive spaces
  49. 49. Intelligence on consumer behavior</li></li></ul><li>Emerging insights from early programs<br /><ul><li>Must create an obvious relationship between offers and locations
  50. 50. Incentives are absolutely needed for brands to recruit them into the programs
  51. 51. Consumers are very positive about the use of their location information, provided there is an exchange of value
  52. 52. Texts have most immediate impact on low-consideration products with many retail outlets - more chances to purchase, triggers impulse buying.
  53. 53. But texts also help to build loyalty and increase awareness of new product intros for higher-consideration products, and serve as reminders
  54. 54. Successful recruitment can happen via dedicated email blasts, in-store signage and promotions, direct SMS and social networking
  55. 55. Geo-fencing and messaging strategies depend on a number of factors, from the purchase consideration cycle for the product to the number of outlets, time of day and traffic patterns</li></li></ul><li>Thank you<br />Michael Leis, VP, Management Director, Digital, DraftFCB<br />@mleisAlistair Goodman CEO, Placecast<br />

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