The 5 Golden Rules of Location Marketing

5 Golden Rules of Location-based Marketing May 23, 2011

Today’s Presenter Aaron Strout, Head of Location-based Marketing, WCG Co-author Location Based Marketing for Dummies http://blog.wcgworld.com http://twitter.com/aaronstrout

What is Location Based Marketing?
Location Based Marketing : is the art of engaging your customers and prospects using services like foursquare, Facebook Places, Yelp and Gowalla to drive loyalty, word of mouth marketing and referrals.

The Golden Rules of Location-based Marketing
Stake your claim to places pages in every system. Do not be afraid to try more than one.
Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.
Follow the Ben & Jerry’s Rule
Test, learn and optimize – especially while costs are low with risk low and return potential high.
Operationalize, operationalize, operationalize

1. Stake your claim

2. Know your influencers

4. Create a GREAT Offer

4. Test, Learn and Optimize

5. Operationalize, Operationalize, Operationalize
Get the word out your organization
Make sure your employees are aware of the rules
Align your technology/ internal systems to support your program
Encourage employee participation
1. We’re using foursquare 2. Our offer is for free printing 3. Text me if you have questions 617.453.2112

BONUS - If You’ve Got the Chops, Try the API

The Players

Who Are Some of the Location Based Players?

Who Are Some of the Location Based Players? Yelp was founded in 2004 to help people find great local businesses like dentists, hair stylists and mechanics. As of January 2011, more than 45 million people visited Yelp in the past 30 days. Yelpers have written over 15 million local reviews.

Who Are Some of the Location Based Players? Launched in August of 2010, Facebook Places allows you to share where you are, connect with friends and find local deals. Any of Facebook’s 200 million mobile users can use Facebook Places.

Who Are Some of the Location Based Players? Foursquare is the granddaddy of location based services having launched as Dodgeball back in 2001. After being purchased by Google in 2005 and then divested in 2009, they reemerged in their current form. With over 8 million members, they are easily the most popular of all the LBS platforms.

Who Are Some of the Location Based Players? Austin-based Gowalla launched in 2009 and have quickly picked up steam. While they have about 1/5 they users of foursquare, their stunning venue icons and virtual goods have kept them top of mind for many businesses like Disney.

Who Are Some of the Location Based Players? SCVNGR is probably the most different from any of the other LBS in the sense that 1) they are making money and 2) as their name hints, are laser focused on providing a platform on which businesses and universities can set up elaborate scavenger hunts.

Future Check-ins & Semantic Sharing

Looking into the future
Applications like Plancast and Ditto allow us to tell people where we will be and what we want to do.
They give us a semantic way to announce our intent.

Semantic Sharing
What if you could use the data from other apps to answer make suggestions?
Making a suggestion with a dish or place unlocks a wealth of information.

Interesting usage OF LBS

American Expresses’ Partnership with 4sq
American Express announced on March 4, 2011 that is was partnering with foursquare
Checking into participating venues puts $5 back on cardholders account
Win for:
American Express to partner with fast growing, hip brand
Customers who get money back
Foursquare because it drives customer base and gives legitimacy
Location-based services as it creates scale

Buffalo Wild Wings SCVNGR Campaign
Users do challenges on SCVNGR for prizes such as free soda or Buffalo Wild Wings gift cards.
Challenges include taking a picture with a fan.
All of the points go toward the grand prize of a trip to see the NBA finals with Scottie Pippen.
Results
Nearly 200 thousand unique players
Completed 1.3 million challenges across multiple locations

Disney Goes Gowalla with Iconic Pins
Last fall, Disney announced a partnership with Gowalla where virtual pins would be awarded at key attractions
Creates deeper engagement with the theme park and its staff
Gives Gowalla a source of demographic information and provides strong recognition

Thank You! Aaron Strout, Head of Location-based Marketing, WCG Co-author Location Based Marketing for Dummies http://blog.wcgworld.com http://twitter.com/aaronstrout

The 5 Golden Rules of Location Marketing

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