10 Ideas To Make Revenue With Location Marketing

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Million present 10 ways that companies are experimenting with location marketing, using the ability to target customers in their location.

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10 Ideas To Make Revenue With Location Marketing

  1. 1. 10 ideas how to make revenue with location marketing
  2. 2. LocationMarketing
  3. 3. LocationMarketing The ability to market to a specific audience The ability to market to a specific audience at a defined time in an exact location at a defined time in an exact location
  4. 4. Mobile GPS Facebook Places Vouchers Mobile GPS Facebook Places Vouchers Google Maps MePls Alfred O2 Media Google Maps MePls Alfred O2 Media Foursquare Groupon Living Social Loopt Foursquare Groupon Living Social Loopt Voucher Kitty VoucherCloud Lokast Voucher Kitty VoucherCloud Lokast Paypass In-store Signage Motion Sensors Paypass In-store Signage Motion Sensors Google Wallet Near Field Communications Google Wallet Near Field Communications Instagram VoucherChaCha Gowalla Instagram VoucherChaCha Gowalla Colors Wowcher QR Codes Trip Advisor Colors Wowcher QR Codes Trip Advisor
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  6. 6. FitnessFirst O2 media generated over £385k by sending promotional texts to O2 media generated over £385k by sending promotional texts to customers in the catchment area of aaFitness First gym. The offer was customers in the catchment area of Fitness First gym. The offer was two days free pass to the local gym. Over 1,100 people signed up. This two days free pass to the local gym. Over 1,100 people signed up. This shows two fundamental principles of location marketing: shows two fundamental principles of location marketing: 1. Opt-in is essential. Location Marketing requires trust between 1. Opt-in is essential. Location Marketing requires trust between consumer and brand consumer and brand 2. The customer expects rewards in return for sharing personal 2. The customer expects rewards in return for sharing personal information. information.
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  8. 8. EMI Evanescence Fans attending aaconcert use Foursquare to check-in at the venue to reveal aa Fans attending concert use Foursquare to check-in at the venue to reveal special promotion in the form of aahidden link. They click on the link to reveal aa special promotion in the form of hidden link. They click on the link to reveal code which enables them to buy an album or merchandise at aadiscount code which enables them to buy an album or merchandise at discount 1. The concept of ‘checking-in’ is central to Location Marketing. Customers 1. The concept of ‘checking-in’ is central to Location Marketing. Customers will rapidly accept this when visiting physical spaces. will rapidly accept this when visiting physical spaces. 2. The rewards can be supplied by external third parties, not just the venue 2. The rewards can be supplied by external third parties, not just the venue 3. ‘Events’ and ‘Location’ are interchangeable. When I Icheck in to aa 3. ‘Events’ and ‘Location’ are interchangeable. When check in to conference, am I Ichecking in to the building or the event? Marketing must conference, am checking in to the building or the event? Marketing must create events to encourage check-ins. create events to encourage check-ins.
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  10. 10. IsleOfWightFestival VIP’s attending Isle Of Wight festival were given VIP’s attending Isle Of Wight festival were given NFC wristband’s with £30 pre-loaded. This NFC wristband’s with £30 pre-loaded. This enabled them to pay for food & beverage at enabled them to pay for food & beverage at participating vendors, including Jamie Oliver’s participating vendors, including Jamie Oliver’s Feastival tent. Feastival tent. 1. A ‘Location’ can be temporary and 1. A ‘Location’ can be temporary and occupy aaphysical space for aashort occupy physical space for short period of time. period of time. 2. Brands can pre-load money, keys, 2. Brands can pre-load money, keys, tickets or content on to NFC tickets or content on to NFC wristbands. wristbands.
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  12. 12. Car Reservation A car can be reserved by any one in aacar pool by sending aa A car can be reserved by any one in car pool by sending text. The car’s time and location is confirmed. 15 mins before text. The car’s time and location is confirmed. 15 mins before the reserved time, an electronic key is sent which can unlock the reserved time, an electronic key is sent which can unlock the car and start the engine. the car and start the engine. 1. Products such as cars, bikes, clothes and furniture are 1. Products such as cars, bikes, clothes and furniture are now being hired rather than sold. People have now being hired rather than sold. People have temporary & specific needs in certain locations. temporary & specific needs in certain locations. 2. Brands should examine the needs of their customers and 2. Brands should examine the needs of their customers and whether they could be better served through rental at whether they could be better served through rental at specific locations. specific locations.
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  14. 14. Ving Card Hotel Keys Ving are the global leaders in hotel key swipe cards. They gave 30 of their best Ving are the global leaders in hotel key swipe cards. They gave 30 of their best customers aaphone which could be used as the hotel room key. However, itit customers phone which could be used as the hotel room key. However, could also be used to pay for services such as drinks in the bar and the Spa. could also be used to pay for services such as drinks in the bar and the Spa. 1. Certain locations, e.g. hotels, conferences, are the start of aa 1. Certain locations, e.g. hotels, conferences, are the start of customer journey. The brand should build partnerships to offer customer journey. The brand should build partnerships to offer additional services. For instance, aahotel could offer car additional services. For instance, hotel could offer car reservations such as on the previous slide. Or aalocal Starbucks reservations such as on the previous slide. Or local Starbucks could offer aacomplimentary drink. AAtheatre could offer 2-4-1 could offer complimentary drink. theatre could offer 2-4-1 tickets, and so on. tickets, and so on.
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  16. 16. Pizza Express offered customers in their Richmond branch free dough Pizza Express offered customers in their Richmond branch free dough balls ififthey opted in to receive future special offers. Subsequently, balls they opted in to receive future special offers. Subsequently, they received texts containing details of future promotions which they they received texts containing details of future promotions which they could accept. could accept. 1. Over 13% of diners opted in, and over 6% of daily revenue 1. Over 13% of diners opted in, and over 6% of daily revenue was attributed to the promotion. was attributed to the promotion. 2. Would this have worked ififitithad been aaNational 2. Would this have worked had been National promotion? Are Brands missing the local nature of their promotion? Are Brands missing the local nature of their restaurants within the community? Should each restaurant restaurants within the community? Should each restaurant have it’s own ‘Place’ which builds aalocal community? have it’s own ‘Place’ which builds local community?
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  18. 18. SmartBoards Zappit have developed aa‘Smart Board’ that can be used by Zappit have developed ‘Smart Board’ that can be used by estate agents on house ‘For Sale’ signs. The QR or NFC code estate agents on house ‘For Sale’ signs. The QR or NFC code connects the prospective buyer directly to details about the connects the prospective buyer directly to details about the property. property.
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  20. 20. BrandTable For use in shopping centre food courts, For use in shopping centre food courts, Brand Table enables customers to swipe Brand Table enables customers to swipe their chosen take away providers and their chosen take away providers and see aamenu. Their order can be paid for see menu. Their order can be paid for online and when it is ready, their online and when it is ready, their number is called and they collect. number is called and they collect. This highlights an important concept This highlights an important concept called ‘Preferred Location’. The called ‘Preferred Location’. The customer’s preferred location is at their customer’s preferred location is at their table, not waiting in aaqueue. Therefore, table, not waiting in queue. Therefore, the brands can use technology to the brands can use technology to provide their services at the customer’s provide their services at the customer’s location. This will become far more location. This will become far more widespread as NFC and mobile phones widespread as NFC and mobile phones mean Brands seek their customer’s mean Brands seek their customer’s preferred location rather than try to preferred location rather than try to bring them in to their stores or bring them in to their stores or restaurants. restaurants.
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  22. 22. Olympics2012 The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung Tocca Lite, which could make payments using aapre-pay wallet. London based marketing Tocca Lite, which could make payments using pre-pay wallet. London based marketing companies launched NFC trials knowing thousands of phones were in the area. companies launched NFC trials knowing thousands of phones were in the area.
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  24. 24. Jamiroquai NFC Poster The Jamiroquai NFC poster was produced The Jamiroquai NFC poster was produced to entice fans to use their NFC phones to to entice fans to use their NFC phones to click and be rewarded with exclusive click and be rewarded with exclusive content. This could be aalink to aavideo, aa content. This could be link to video, discount on the merchandise or to launch discount on the merchandise or to launch aamobile app, which could in turn offer mobile app, which could in turn offer further content. further content.
  25. 25. Sony Music The Orchard NeilCartwrig ht Media Agency 17 years in Internet CMS / CRM The Prodigy ReedMIDEM Media Junction Mobile Content Management HMV Mama Group Digital Marketing Social Media The O2 Loyalty Programmes Digital Advertising Digital DistributionSEO Website Development Jamiroquai
  26. 26. NeilCartwrig ht www.millionmedia.com

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