Location Based Marketing          EIS 2350
A (very) Brief History           1996: FCC requires cell phone carriers           to triangulate the location of users for...
A (very) Brief History           1996: FCC requires cell phone carriers           to triangulate the location of users for...
A (very) Brief History           1996: FCC requires cell phone carriers           to triangulate the location of users for...
A (very) Brief History           1996: FCC requires cell phone carriers           to triangulate the location of users for...
A (very) Brief History           1996: FCC requires cell phone carriers           to triangulate the location of users for...
A (very) Brief History Location Based events were initially for the benefit of the device holder.      What’s close to me? ...
A (very) Brief History Location Based events were initially for the benefit of the device holder.      What’s close to me? ...
A (very) Brief History (2008)  Gowalla   Foursquare   Loopt
A (very) Brief History (2008)  Gowalla   Foursquare   Loopt
A (very) Brief History (2008)   Gowalla     Foursquare   Loopt  Dec 2 2011
A (very) Brief History (2008)   Gowalla     Foursquare   Loopt  Dec 2 2011
Location Based Marketing                 48% more likely                 to engage an ad                 in their location...
Stand-Alone Platforms      foursquare wins out            How?
foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovid...
foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovid...
foursquare                   Why did it succeed?Started in only 100 metro areasAdds a Social component to “checking in”Mob...
foursquarelocation provides enhanced user experience
foursquarePLUS: it allows integration into Facebook & Twitter
foursquare          Allows for Tips/Suggestions      on Surrounding and Specific locationsAlso allows for PUSH notifications...
foursquare                        Other FeaturesAllows for a “to do” (or “to visit”) listEarn Points on the Leaderboard (B...
foursquareThere are four types of badges:
foursquare: how to market with it    Each location has it’s OWN PROFILE                CLAIM IT!
foursquare: how to market with itIncentives for multiple check-ins  “Welcome Back, we appreciate your patronage, present t...
foursquare: how to market with it
Customer Reviews• Foursquare has 3 million “check-ins”  per day• Allows for Customer Reviews....  however• Yelp! also allo...
YELP!• Pushed Out by Yellow Pages• Allows Check-Ins • More Sortable (by Price, Setting,    Cash Only, Offering a Deal, etc...
facebook - check-in Many of the same features here as well
facebook - check-in         Many of the same features here as wellMost of which we’ve discussed within the facebook lecture
how do you use this for an artist?
how do you use this for an artist?
how do you use this for an artist?      Jason Aldean campaign long term Point based | Reward System | Fan Engaging
how do you use this for an artist?                                      How?Give fans a reason to check-in at a concert, f...
how do you use this for an artist?                                      Why?Everytime you check-in you get 10 points. Poin...
how do you use this for an artist?                                      Why?Everytime you check-in you get 10 points. Poin...
how do you use this for an artist?                                      Why?Everytime you check-in you get 10 points. Poin...
Sloane, this sounds AMAZING!?!?!       You’d be right, it’s the future
Sloane, this sounds AMAZING!?!?!               You’d be right, it’s the futureBut what happens if the prizes get SO big it...
Sloane, this sounds AMAZING!?!?!               You’d be right, it’s the futureBut what happens if the prizes get SO big it...
cheaters never prosper...     http://www.my4squarealibi.com/              Until they do.              The API issue
some apps | sites you might want to be aware of                   Rewards you for simply                   “walking into t...
The Future?
The Future?Taylor Swift App Development
The Future?     Taylor Swift App DevelopmentHow could your artist benefit from social?
Location based marketing
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  • Location based marketing

    1. 1. Location Based Marketing EIS 2350
    2. 2. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes.
    3. 3. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes.
    4. 4. 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
    5. 5. 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
    6. 6. 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)
    7. 7. A (very) Brief History 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?
    8. 8. A (very) Brief History 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? Along with everything else, this technology went SOCIAL
    9. 9. A (very) Brief History (2008) Gowalla Foursquare Loopt
    10. 10. A (very) Brief History (2008) Gowalla Foursquare Loopt
    11. 11. A (very) Brief History (2008) Gowalla Foursquare Loopt Dec 2 2011
    12. 12. A (very) Brief History (2008) Gowalla Foursquare Loopt Dec 2 2011
    13. 13. Location Based Marketing 48% more likely to engage an ad in their location 56% more willing to share their location for more relevant content
    14. 14. Stand-Alone Platforms foursquare wins out How?
    15. 15. foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovided a very similar service (via SMS), but was sold toGoogle in 2006 and shut down (in 2009).foursquare was founded in 2009... and gained popularity at
    16. 16. foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovided a very similar service (via SMS), but was sold toGoogle in 2006 and shut down (in 2009).foursquare was founded in 2009... and gained popularity at
    17. 17. foursquare Why did it succeed?Started in only 100 metro areasAdds a Social component to “checking in”MobileGaming Aspect (mayor of a location | unlock badges)Went “worldwide” in 2010August 2011 Barack Obama joined
    18. 18. foursquarelocation provides enhanced user experience
    19. 19. foursquarePLUS: it allows integration into Facebook & Twitter
    20. 20. foursquare Allows for Tips/Suggestions on Surrounding and Specific locationsAlso allows for PUSH notifications on Special Offers
    21. 21. foursquare Other FeaturesAllows for a “to do” (or “to visit”) listEarn Points on the Leaderboard (Become the MAYOR!)Badges!
    22. 22. foursquareThere are four types of badges:
    23. 23. foursquare: how to market with it Each location has it’s OWN PROFILE CLAIM IT!
    24. 24. foursquare: how to market with itIncentives 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”
    25. 25. foursquare: how to market with it
    26. 26. 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.
    27. 27. 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)
    28. 28. facebook - check-in Many of the same features here as well
    29. 29. facebook - check-in Many of the same features here as wellMost of which we’ve discussed within the facebook lecture
    30. 30. how do you use this for an artist?
    31. 31. how do you use this for an artist?
    32. 32. how do you use this for an artist? Jason Aldean campaign long term Point based | Reward System | Fan Engaging
    33. 33. 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 theartists is using their own social media to promote the show. Word of mouth is moreeffective and motivational than the marketer advertising.Register(connect it to 4sq or facebook account), connect, check-in at designatedplaces. Jason Aldeans related locations:SPONSORS (places where wranglers are sold)CONCERT VENUESCDs RETAILERS (walmart, kmart, best buy)
    34. 34. how do you use this for an artist? 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
    35. 35. how do you use this for an artist? 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...
    36. 36. how do you use this for an artist? 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
    37. 37. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the future
    38. 38. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the futureBut what happens if the prizes get SO big it would be worth “cheating”
    39. 39. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the futureBut what happens if the prizes get SO big it would be worth “cheating”
    40. 40. cheaters never prosper... http://www.my4squarealibi.com/ Until they do. The API issue
    41. 41. 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
    42. 42. The Future?
    43. 43. The Future?Taylor Swift App Development
    44. 44. The Future? Taylor Swift App DevelopmentHow could your artist benefit from social?
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