Mindset Marketing:
Unlocking the Consumer based on Time & Place




                            #IDSD
             Interac...
Agenda

Placecast Company Overview
Consumer Research
Location-based Mobile Marketing: ShopAlerts
Measurement
Program Imple...
Company Overview

         History                       Technology                               Focus




Founded 5 year...
Placecast’s Position in the Location-based Space
We are a white-labeled mobile marketing solution for
brands utilizing SMS...
What is ShopAlerts?
                  ShopAlerts is an opt-in, location-based
               mobile marketing solution des...
ShopAlerts Platform Components
  Message                   Geo-Fencing                   Consumer
Management &           S...
2009 ShopAlerts Consumer Survey Results




                            #IDSD         © 1020 Inc., Proprietary and Confide...
Sample Set
 37% of participants were 25-34 YRS
   • Age is reflective of device ownership; at time of survey program was l...
SMS Open Rate
 High level of consumer attention to ShopAlerts
   • Nearly 60% opened messages upon receipt


             ...
ShopAlerts Research: Location increases relevance and appeal

         How do you feel about the fact that the messages we...
ShopAlerts Research: Phone as lifeline; Program is cool/useful
         Text messages preferred over email; Phone consider...
65% made a purchase as a result of a ShopAlert

The alerts increased overall shopping activity: 21% bought the exact item
...
What consumers like about location-based mobile marketing?
1. It’s permission-based. Consumers opt-in and set their
   fre...
Location-based Mobile Marketing:
                      ShopAlerts




                      #IDSD         © 1020 Inc., Pro...
What is a Geo-Fence?
Geō-fence noun : a field around any location set to trigger a personalized
marketing message to a con...
Geo-Fencing Example

We’ll help you create customized virtual geo-fences for ANY
physical location. Where are your custome...
The North Face Geo-Fencing Strategy




POI Categories:
   Red      TNF store
   Green    campground
   Blue     malls
...
Flexible Promotion & Opt-in
Retail brands promote the program across virtually any consumer touch
        point. Opt-in ca...
ShopAlerts User Experience
    Consumer                      Geo-fence is                 Dynamic message
                ...
Methods of Measurement




               #IDSD         © 1020 Inc., Proprietary and Confidential, 2009
InteractiveDaySanD...
Methods of Measurement

Customized Customer Research Report
 Program Scorecard – (Qualitative)
 Consumer Insights
Locati...
Monthly Program Scorecard
Metric                                        Description                    Expression
Brand Pr...
Location-based Analytics
Key Metrics include…
• Active participants
     • Opt-ins
     • Opt-outs
• Volume of messages de...
What’s involved for our partners?
      Program Development Stage: 30 Day Implementation
On-site program training and kick...
Summary
1. Ensure consumers know about your current promotions
2. Increase location traffic and generate incremental reven...
Thank You



               #IDSD
InteractiveDaySanDiego.com




                             © 1020 Inc., Proprietary and...
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Mindset Marketing: Unlocking the Consumer based on Time & Place, Denny Reinert w/Placecast #IDSD

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Interactive Day San Diego 2010
Session: Mindset Marketing: Unlocking the Consumer based on Time & Place
Presenter: Denny Reinert

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Mindset Marketing: Unlocking the Consumer based on Time & Place, Denny Reinert w/Placecast #IDSD

  1. 1. Mindset Marketing: Unlocking the Consumer based on Time & Place #IDSD InteractiveDaySanDiego.com © 1020 Inc., Proprietary and Confidential, 2009
  2. 2. Agenda Placecast Company Overview Consumer Research Location-based Mobile Marketing: ShopAlerts Measurement Program Implementation #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  3. 3. Company Overview History Technology Focus Founded 5 years ago in San Proprietary technology can Location –based targeting Francisco digest any expression of solution focused on brands, Funded by top tier location and formulate a publishers ,and media investors – OnSet Ventures, normalized output companies Voyager Capital, and Quatrex Capital #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  4. 4. Placecast’s Position in the Location-based Space We are a white-labeled mobile marketing solution for brands utilizing SMS to reach a broad base of users (not a mobile network, app developer or consumer brand) Established our position as a thought leader with our Location-based Marketing Research Series • Location-based Advertising 101 • Location-based Marketing for Retailers • The Alert Shopper Series • 2009 Shop Alerts Consumer Survey Results #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  5. 5. What is ShopAlerts? ShopAlerts is an opt-in, location-based mobile marketing solution designed to reach consumers when they are in an ideal mindset “Mindset Marketing” Benefits: • Creates unparalleled relevancy tied to time and place • Delivers tailored offers based on location • Leverages a brand’s existing content & marketing plan • Turnkey #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  6. 6. ShopAlerts Platform Components Message Geo-Fencing Consumer Management & Set Up & Management Preference Module Reporting Message Trafficking Any location Opt-in Delivery, Any time Preference & management. And frequency controls optimization Strategy based on: – Location types Category-specific Reporting messaging – Population density – Participants – Traffic patterns CRM Integration – Locations – Message Volume Predictive analytics – Message Type #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  7. 7. 2009 ShopAlerts Consumer Survey Results #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  8. 8. Sample Set 37% of participants were 25-34 YRS • Age is reflective of device ownership; at time of survey program was limited to users with AT&T Blackberry devices Respondents were nearly evenly divided between men and women Age Gender 40% 37% 35% 33% 30% 25% 20% 18% Female, 49% 15% 13% Male, 51% 10% 5% 0% 18-24 25-34 35-44 45+ n=171 #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  9. 9. SMS Open Rate High level of consumer attention to ShopAlerts • Nearly 60% opened messages upon receipt When you received Placecast Alerts did you typically... 0% 10% 20% 30% 40% 50% 60% 70% Immediately opened them 59% Saw that they were from Retailer and decided to open… 23% Sometimes ignored and sometimes read to see if the… 11% Sometimes ignored and sometimes read based on… 7% Sometimes ignored and sometimes read based or what… 1% Ignored them 0% n=133 #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  10. 10. ShopAlerts Research: Location increases relevance and appeal How do you feel about the fact that the messages were sent to you based on your location? Very Positive: It made them much more useful/relevant 4% 10% Positive: I like discounts and they were more likely to be 35% appealing Somewhat positive: 14% Sometimes made them more useful, sometimes not Neutral: Didn't make a difference Neutral: I didn't realize messages were based on my location 37% Negative: It seemed intrusive #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  11. 11. ShopAlerts Research: Phone as lifeline; Program is cool/useful Text messages preferred over email; Phone considered best way for retailer to communicate with consumer Would prefer other mode of communication Phone is too personal and I do not want companies contacting me this way Reaches me at the right time, right place I prefer text messages over email Useful Cool, seems innovative My phone is my lifeline and the most important way to reach me 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 - Does not describe at all 1 2 3 4 5 6 7 8 9 10 - Describes very well #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  12. 12. 65% made a purchase as a result of a ShopAlert The alerts increased overall shopping activity: 21% bought the exact item featured, while 38% bought something else and 6% bought the exact item and something else After receiving a ShopAlert, did you purchase something at the retailer? Yes, I purchased an item featured in a 21% text message 35% Yes, but I bought something different than what was featured in the text message Yes, I purchased an item featured in a text message and something else No 6% 38% #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  13. 13. What consumers like about location-based mobile marketing? 1. It’s permission-based. Consumers opt-in and set their frequency and message preferences. 2. It’s convenient. They’re time-starved and want to know about promotions and offers where and when it matters most. 3. It’s relevant. They receive information, promotions, or discounts that are most interesting to them. #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  14. 14. Location-based Mobile Marketing: ShopAlerts #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  15. 15. What is a Geo-Fence? Geō-fence noun : a field around any location set to trigger a personalized marketing message to a consumer entering or exiting the defined area. How it’s created: • Upload location addresses • Proprietary translator creates a “Place Profile” • Program the desired geo-fence around a location Flexibility: • Geo-fences can be created around any location • Add, remove & optimize geo-fences Geo-fencing Strategy: • Based on program objectives, trade areas, and customer demographic/psychographic profiles #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  16. 16. Geo-Fencing Example We’ll help you create customized virtual geo-fences for ANY physical location. Where are your customers most likely to be? EXAMPLE: Geo-Fence Surrounding The North Face 1023 1st Ave Seattle, WA 98104 #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  17. 17. The North Face Geo-Fencing Strategy POI Categories:  Red TNF store  Green campground  Blue malls  Yellow ski area  Brown hiking  Black stadiums & arenas #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  18. 18. Flexible Promotion & Opt-in Retail brands promote the program across virtually any consumer touch point. Opt-in can be initiated by SMS, Web or Mobile Web. Consumers opt-in to receive messages from their favorite retail brand Mobile Social Networks SMS Web & Email © 1020 Inc., Proprietary and Confidential, 2009
  19. 19. ShopAlerts User Experience Consumer Geo-fence is Dynamic message triggered delivered Opts-In w TNF: Endurance runners, the Refraxion jacket offers maximum motion & comfort. Get it @TNF Seattle. http://bit.ly.ygswmrg Customer opts-in to She is in her She receives an SMS ShopAlerts through neighborhood, at a alert on her phone your shopping center, or Message presents a – Web site traveling personalized offer – Social Network Triggers the geo- Dynamic message- – SMS or email program fence set by agency promotional, branding, – Web or mobile banner and/or brand sponsorship or a – Inside store locations: reminder window signage, POS Option to leverage cards, receipts, etc. digital assets & WAP #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  20. 20. Methods of Measurement #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  21. 21. Methods of Measurement Customized Customer Research Report  Program Scorecard – (Qualitative)  Consumer Insights Location-Based Analytics  Store Visit Frequency – (Quantitative)  Where your customers spend time #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  22. 22. Monthly Program Scorecard Metric Description Expression Brand Preference Control vs Test (baseline % Lift (cross-tab profile + survey) available) Purchase Intent Control vs Test (baseline % Lift (cross-tab profile + survey) available) Likelihood to Recommend Control vs Test (baseline % Lift (cross-tab profile + survey) available) Store Visit Frequency Control vs Test (based on Visits/per time location triggers) period (by group) Promotion Redemption Redemptions compared Volume comparison against location triggers by promo code (unique code or control vs test) Event/Sponsorship Activation Promotion of an event Based on program or by location brand research *** Customized for each program #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  23. 23. Location-based Analytics Key Metrics include… • Active participants • Opt-ins • Opt-outs • Volume of messages delivered by location and location type • By day of week • By time of day • Volume of triggers by location and location type • Trigger – notification that opt-in consumer is within a geo-fence where a message is not delivered due to business rules (frequency set by brand and consumer preferences) • Trending across all key metrics #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  24. 24. What’s involved for our partners? Program Development Stage: 30 Day Implementation On-site program training and kick off session UX approval (web, WAP, SMS) Recruiting messaging and creative approval (display, SMS, soc nets, email) Legal review of T&Cs, FAQ, & Privacy Policy Collaborate on geo-fencing strategy Collaborate on messaging strategy Approval of marketer-specific research questions Estimated time per week > 2-3 hours Program Management Stage: Post-implementation Weekly reporting review sessions – Recruitment reporting – Messaging reporting – Research findings Customer service review Ongoing message review and approvals Monthly Program Scorecard Review Sessions Estimated time per week > 45-90 minutes #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  25. 25. Summary 1. Ensure consumers know about your current promotions 2. Increase location traffic and generate incremental revenue 3. Measure its impact on your brand, purchase intent, traffic, and gain valuable insights 4. Minimal time commitment required 5. It’s cost-effective #IDSD © 1020 Inc., Proprietary and Confidential, 2009 InteractiveDaySanDiego.com
  26. 26. Thank You #IDSD InteractiveDaySanDiego.com © 1020 Inc., Proprietary and Confidential, 2009

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