Finding Your Way
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Finding Your Way

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Finding Your Way Finding Your Way Presentation Transcript

  • Finding Your Way Through Location-Based Media: Case Study+ ++ +4 7 4q5 + q ++ + David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla Finding Your Way Through Location-Based Media: Case Study
  • Places
  • Proliferation of Devices W orldwide smartphone sales will stretch 468 million units in 2011, a 57.7% boost from 2010 Source: Gartner, April 2011. Source: JiWire, Q2 2011 Source: Gartner, April 2011 Source: JiWire, Q2 2011 Average devices owned by the mobile audience 2.4
  • What location-based services are you most interested in? Source: JiWire, Q1 2011.
  • Mobile Driving In-Store Purchasing 31 % Purchased In-Store +5 % Researched on Mobile
  • COMPASS: Locationize Your Brand A rich media, app-like location experience to connect consumers Engage consumers when they are near Your Brand’s Locations
  • Best Buy and JiWire Compass Location-Based Advertising on Any Device
  • Summer Campaign: Connected on the Go
    • May/June 2011
    • Help match consumers with the right technology for their needs while on the go
    • Mobile: Drive consideration & traffic to Best Buy
  •  
  • Local Market Campaign “Connected Stores” 14 Stores, Las Vegas & Pittsburgh Best Buy & JiWire Two Location-Based Compass Campaigns National Campaign “ Connected on the Go” 1,101 Stores, All Markets
  • Campaign 1: Connected on the Go National, May & June 2011
    • Campaign Details:
    • National Campaign across 1101 Best Buy Stores
    • Cross channel: Smartphones, Tablets, Laptops
    • Across mobile & Public Wi-Fi
    • Same experience, but unique to each media
    x
  • Campaign 2: Connected Stores Las Vegas & Pittsburgh, May 2011
    • Campaign Details:
    • Mobile Only Campaign
    • Delivered through Location-Based Apps
    • Engaged consumers near the 14 Best Buy Stores in target markets
  • Results: Store Level Engagement National Pittsburgh % consumers who clicked on individual store locations 10 % Las Vegas 18 % 12 %
    • Drill-down insights on individual market differences & performance
    • Compare individual markets vs. National benchmarks for all stores
  • Results: Local Calls to Action Walking Driving Walking vs. Driving Directions 38 % 62 % National Market Local Market % Consumers who clicked on Directions 40 % 40 %
  • Wi-Fi Mobile Apps Wi-Fi Mobile Apps Results: Consumer Learning by Device Individual Best Buy Store Views Individual Best Buy Store Direction Views
    • Wi-Fi Highlight: 2.5 minutes average engagement time.
    • Mobile Highlight: 70% of the total people who clicked on location details got directions to store.
    11.3 % 9.1 % 22 % 53 %
  • Results: Device Trends Smartphone Tablet 22% Higher Engagement on Tablet 22 %
  • What’s Next? Locations  Inventory and Deals, Leveraging Best Buys API “ The only thing better than overnight delivery is In-Stock, Right Now, Near You!” - CTO, Best Buy Mar 2011
  • Finding Your Way Through Location-Based Media: Case Study David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla