Location based marketing

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  • 1. Location Based Marketing
    • EIS 2350
  • 2.  
  • 3. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes. Palm VII is the first device to utilize location based technology with apps for the Weather Channel and “TrafficTouch” in 1999. base price: $599 + $29.99 / mo. for 150kb of data 2002, AT&T Launches Go2 Mobile that allows users to locate requested locations around them. (using GPS)
  • 4.
    • Location Based events were initially for the benefit of the device holder.
        • What’s close to me?
        • Where should I eat?
        • How do I get there?
    A (very) Brief History Along with everything else, this technology went SOCIAL
  • 5. A (very) Brief History (2008) Gowalla Foursquare Loopt Dec 2 2011
  • 6. Location Based Marketing 48% more likely to engage an ad in their location 56% more willing to share their location for more relevant content
  • 7. Stand-Alone Platforms foursquare wins out How?
  • 8. foursquare
    • Founded by: Dennis Crowley & Naveen Selvadurai
    • Both had initially created Dodgeball (no joke) in 2000 which provided a very similar service (via SMS), but was sold to Google in 2006 and shut down (in 2009).
    • foursquare was founded in 2009... and gained popularity at
  • 9. foursquare
    • Started in only 100 metro areas
    • Adds a Social component to “checking in”
    • Mobile
    • Gaming Aspect (mayor of a location | unlock badges)
    • Went “worldwide” in 2010
    • August 2011 Barack Obama joined
    Why did it succeed?
  • 10. foursquare location provides enhanced user experience
  • 11. foursquare PLUS: it allows integration into Facebook & Twitter
  • 12. foursquare Allows for Tips/Suggestions on Surrounding and Specific locations Also allows for PUSH notifications on Special Offers
  • 13. foursquare
    • Allows for a “to do” (or “to visit”) list
    • Earn Points on the Leaderboard (Become the MAYOR!)
    • Badges!
    Other Features
  • 14. foursquare There are four types of badges:
  • 15. foursquare: how to market with it Each location has it’s OWN PROFILE CLAIM IT!
  • 16.
    • Incentives for multiple check-ins
      • “Welcome Back, we appreciate your patronage, present this coupon for 10% off”
      • “The Mayor Drinks for Free”
    • Lure people in that are close by
      • “I know you’re close to Starbucks, come in to Bongo Java for $1 off a cup of coffee”
    foursquare: how to market with it
  • 17. foursquare: how to market with it foursquare: how to market with it
  • 18. Customer Reviews
    • Foursquare has 3 million “check-ins” per day
    • Allows for Customer Reviews.... however
    • Yelp! also allows check-ins and has TWICE as many reviews.
  • 19. YELP!
    • Pushed Out by Yellow Pages
    • Allows Check-Ins
      • More Sortable (by Price, Setting, Cash Only, Offering a Deal, etc)
      • STARS! (Polarizing results)
      • Bad Reviews. (the power of social)
  • 20. facebook - check-in Many of the same features here as well Most of which we’ve discussed within the facebook lecture
  • 21. how do you use this for an artist?
  • 22. how do you use this for an artist? how do you use this for an artist?
  • 23. how do you use this for an artist? Jason Aldean campaign long term Point based | Reward System | Fan Engaging
  • 24. how do you use this for an artist? How? Give fans a reason to check-in at a concert, for same reason as restaurants. Then the artists is using their own social media to promote the show. Word of mouth is more effective and motivational than the marketer advertising. Register(connect it to 4sq or facebook account), connect, check-in at designated places. Jason Aldean's related locations: SPONSORS (places where wranglers are sold) CONCERT VENUES CDs RETAILERS (walmart, kmart, best buy)
  • 25. Why? Everytime you check-in you get 10 points. Points lead to Prizes (and a leader board) When you check-in, you then get a discount at that store. (this makes the company more money!) The more you check in, the more discounts/coupons Plus... You can win prizes such as: Tickets to a concert, $250 Wrangler wardrobe Gift packs from Jason Aldean how do you use this for an artist?
  • 26. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the future But what happens if the prizes get SO big it would be worth “ cheating”
  • 27. cheaters never prosper... http://www.my4squarealibi.com/ Until they do. The API issue
  • 28. some apps | sites you might want to be aware of Rewards you for simply “ walking into the store” (recognizes you via a high frequency sound played in the store!) Earn Cash & Points for Check-ins at participating locations Go places. Do challenges. Earn points
  • 29. The Future? T T Taylor Swift App Development How could your artist benefit from social?