ASIF R. KHANFounder & President@AsifRKhan or @TheLBMA on twitterwww.TheLBMA.com
WHO ARE WE?        The global trade association that unites      location-based media, platforms and brands               ...
01 LBS                                     02 LBMA location-based service (LBS) is       Location-based marketing (LBM)an ...
BILLBOA   AGENCY/                     RD     BRANDS         QR/BAR                                      MOBILE          CO...
LOCATION TODAY                 Source: Bynd.com
LOCATION TOMORROW               Source: Bynd.com
SOME MORE DATANearly 1 in 5 Smartphone Owners Access Check-InServices Via their Mobile Device                             ...
Deals Are Indeed Important
But Not Unless It’s Right For You
LBM Starts With Gamification
People Still Like Trivia
Integrate With Retail Brands
Birds Of A Feather             •Magic Places             •NFC = BUMP             •Unlock Levels             •Local Leaderb...
Scavenger Hunt Anyone?
Think Augmented Reality
Location Based Listening             Quick Serve & Fast Casual• Number of Brands:            34• Locations:               ...
Brand Analysis – Chipotle Mexican Grill                                                                       Locations   ...
Like, Link, Love
Completing The Redemption Cycle
LBM: An Evolution In Customer Data
Summertime is PepsiTime         •Social Media & TV Campaign         •4th of July weekend; Uncle Teddy TV Spot         •TV ...
Think Bigger…Integrate Your Media
THANK-YOUASIF R. KHAN - Founder & President@AsifRKhan or @TheLBMA on twitterwww.TheLBMA.com
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The Ultimate 30 Minute Guide to Location Marketing

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Asif Khan, Founder of the Location-Based Marketing Association (LBMA) presented this guide to location marketing at Social Media Marketing & Monitoring 2011 New York, hosted by @oursocialtimes.

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Transcript of "The Ultimate 30 Minute Guide to Location Marketing"

  1. 1. ASIF R. KHANFounder & President@AsifRKhan or @TheLBMA on twitterwww.TheLBMA.com
  2. 2. WHO ARE WE? The global trade association that unites location-based media, platforms and brands 350+ membersToronto, New York, San Francisco, Amsterdam, London, Singapore 35% agencies, retailers, brands 40% location platforms 20% DOOH, Print, TV, Billboard
  3. 3. 01 LBS 02 LBMA location-based service (LBS) is Location-based marketing (LBM)an information and entertainment bridges the gap between all formsservice, accessible with mobile of marketing media. Inclusive ofdevices through the mobile network social media, internet, and real lifeand utilizing the ability to make use interactionof the geographical position of themobile device Wikipedia The LBMA
  4. 4. BILLBOA AGENCY/ RD BRANDS QR/BAR MOBILE CODE IN-DOOH STOREVENUES PRINT COUPON RADIO/T S V DATA CELL MINING TOWER
  5. 5. LOCATION TODAY Source: Bynd.com
  6. 6. LOCATION TOMORROW Source: Bynd.com
  7. 7. SOME MORE DATANearly 1 in 5 Smartphone Owners Access Check-InServices Via their Mobile Device 18-34 Year Olds Account for Nearly 60% of Check-In Service Users70% of Mobile Users “Checking-In” from anAndroid or Apple Phone 92% of retail sales are still made in-store, which makes mobile an ideal platform to capture shoppers with location-based deals and offers.8% (20M) have used their mobile phone to interactwith an out-of-home advertisement (QR, video, etc.) Sources: ComScore, Navteq
  8. 8. Deals Are Indeed Important
  9. 9. But Not Unless It’s Right For You
  10. 10. LBM Starts With Gamification
  11. 11. People Still Like Trivia
  12. 12. Integrate With Retail Brands
  13. 13. Birds Of A Feather •Magic Places •NFC = BUMP •Unlock Levels •Local Leaderboards
  14. 14. Scavenger Hunt Anyone?
  15. 15. Think Augmented Reality
  16. 16. Location Based Listening Quick Serve & Fast Casual• Number of Brands: 34• Locations: 11k in US• Monitored Sources: 22k+ Consumers Check-ins Reviews 12.3 4.3 51K Million Million
  17. 17. Brand Analysis – Chipotle Mexican Grill Locations 1026 Check-ins 339K Facebook Fans 11K Twitter 124K Followers Reviews 2,173 Top Channels Age AgeFoursquare Gowalla Yelp Demographics Demographics 26-35 18-25 51-65 Female Male Unknown 9% 13-17 36-50 65-100 2% 24% 10% 43% 29% 41% 33% 14% 57% 15% 23%
  18. 18. Like, Link, Love
  19. 19. Completing The Redemption Cycle
  20. 20. LBM: An Evolution In Customer Data
  21. 21. Summertime is PepsiTime •Social Media & TV Campaign •4th of July weekend; Uncle Teddy TV Spot •TV Spot previewed on Facebook & YouTube •1st TV Spot to drive users to follow on 4Square •Check-in at ballparks, concert venues, etc. •Strategic Twitter buys of #Happy4thofJuly •Also bought takeovers of AOL, Yahoo with “Uncle Teddy” video directing to 4Square •1.2 Million views
  22. 22. Think Bigger…Integrate Your Media
  23. 23. THANK-YOUASIF R. KHAN - Founder & President@AsifRKhan or @TheLBMA on twitterwww.TheLBMA.com
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