Hope you are ready for a very fast-paced introduction into Location Based Marketing!
Covering the What, Why and How, showing some examples of LBM in real settings and ..
Hopefully taking your imagination beyond the check-in and into the realm of true integrated local marketing. And if we have time, I’d like to end by demo’ing some cool new innovations
To answer the what, I first want to place LBM in a rough historic timeline of the waves in which the web has evolvedStarting with the widespread use of mail, websites as marketing tool and moving into the selling of stuff online, we could summarize the first wave as Putting Our Business OnlineAt the dawn of this millennium, we saw the rise of User Generated Content, Online Communication and Collaboration, the advent of Social Networking and even the revolution of the production factor Labour through co-creation and Crowdsroucing. What we’ve later started calling the “Web 2.0”, was in a way putting Ourselves more and more onlineThe last wave, some call it the Web 3.0 has not been fully understood or defined yet, but we can see that much of it has to do with putting Online back into the Physical World in one form or the other. Whether it is through people carrying the web with them into retail, the linking of more and more devices to the web, the overlaying of information on an Augmenter Reality, or the use of location sharing as an enabler for rich personal and commercial interactions in the physical world.It is there that we define Location Based Marketing…
… as an integrated view on marketing to people on a physical location, with the full breadth of offline and online marketing media available to us.
More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising)Priority Moments: App/Site what is O2 offering (pull)
More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising)In one particular campaign, O2 sent out nearly 300K coupons to its opted-in users for 50% of a coffee at Starbucks. A total of 14% of the those users redeemed the coupons and, when asked later, 93% of users said they recalled the ad.Priority Moments: App/Site what is O2 offering (pull)
Analyzed the local consumer content of 5 global brick & mortar brandsSocial media & brand monitoring relies on keyword-based listeningWhen keywords applied to location-based content, only a small percentage matchesThe local content miss is the local blind spot
Start with the WHY, set measurable GOALS and start MEASURINGAttract & EngageIn ShopDisplay WindowPersonellShelf space, Music, Scent, In-store traffic flowPoint of SalePrintLocal AdvertisingIn-store magazinesOut of HomeLocal BillboardsDigital SignageOnline:Reviews, Publishing (e.g. Yelp)Search (20% of Google Search is Local)MobileRoutingGroup buyingCheck-inCoupons
Link. Locations to platforms?. Products to online assets?. Inventory to mobile platforms?. Merchandizing, machines & assets to social media? Locate. Let users do? (check in, tweet, tag on smartphone with location tech)> pull. Let merchant do? (indoor positioningfor analysis, or app triggering) > push or pull. Let carrier, or their partner do? (subscriber opt in, geofence around your shop) > pull and push. Let ad network do? (display and search advertising with HTML5 Geo info) > push Listen, Analyse. Location-Focused social media analysis? (several platforms). Individual platform merchant dashboards? (Google, Facebook, Foursquare). Benchmarking, trends, user influence, brand reputation, heatmaps? . Location of search trends in Google, Tweetdeck?. Crowdsourced mobile workforce for Field research?Attract & Engage. In Shop?Display WindowPersonellShelf space, Music, Scent, In-store traffic flowPoint of Sale. Print?Local AdvertisingIn-store merchandizing & magazines.Out of Home?Local BillboardsDigital Signage. Online?Reviews, Publishing (e.g. Yelp)Search (20% of Google Search is Local)Social (Like, +). Mobile?Routing, navigationGroup buyingCheck-in deals & badgesCouponsTransact. Loyalty Reward?Points, kickbucks, badges, etc. etc.Exclusive privileges. Deal redemptionOffers, deals, specials, couponsCash (e.g. PayPal, AMEX Credit)Non cash (e.g. prizes, incentives, merchandizing). SalesDiscountRetain. Loyalty ProgramInternal or external / industryApply best contingent game dynamic. Link to DealsGroupon, Google Offers, LivingSocial etc. etc.Or proprietary group buying schemes. Link to POS. Social CRMIntegrate location into your social media markating & monitoring
Brayzen Guide to Location Based Marketing
The Essential Guide to … in 20 minutes
1994>Putting our Business Online 2002>e-Mail Putting Ourselves Online 2009>Websites User Generated Content Putting Online in our BusinesseCommerce Online Communication & Mobile Commerce Collaboration Internet of ‘Things’ Social Networks Augmented Reality Co-Creation Geosocial Networking Crowdsourcing >>>>> Location Based Marketing!
Over 50% of all Internet connections are now location enabled smartphonesData sources (a.o.) 20% of all search is mobile Mobile users 45% more likely to search local 20% of foot traffic visits a store in response to a location-based ad 55% of people are willing to travel 15 minutes for a 10% discount
Dont Use Retail Online PurchaseReasearch Online 11% 7% Search Online before Shopping Retail Purchase Offline 89% 93%
Asset To Examples Search & (Geo-)socialShop, restaurant, locations platforms Products, merchandize Online information/commerceReal-time Inventory & Price Mobile platforms information Staff (Geo-)Social Media
Total views in 6 months Provides useful additional information? 4% ja 96% nee Ease of use? 0% 8% onvoldoende voldoende 50% 42% goed uitstekend Use again? 4% 4% ja nee 92% Twijfel
Who? How? Push Pull Example Customers Check in, Tweet, TagMerchant or Mall Indoor Positioning Subscriber Opt-in,Carrier or Partner Geofence Ad Network Display & Search
• Six million subscribers (23% of total)• 300K coupons sent for 50% off a coffee• 14% redeemed the coupons• 93% of users said they recalled the ad
How? Example Location-Focused Social Media AnalysisGeo-social Platforms’ Merchant DashboardsLocation of Search Trends in Google, Tweets Crowdsourced Field Research
Local Advertising, In-store signage & magazines Print Local Billboards, Narrowcasting In Shop: Display Window, Staff, Shelf Space, Out of Mobile In-store traffic Home flow, Music, Scent, POS Routing, Check-ins, Tweets, Coupon s Online Mobile site, Search, Social (Like, +), Reviews, Group buying
In ShopMobile Print Shops, Restaurants, Hotels, Stations, Outlets, etc. Out of Online home
• 184,000 participants in 12 week period at BWW • 1 in 3 users returned to play • 20,000 User Generated Challenges • 100 million impressions via Facebook and Twitter • Brand Engagement: On average, a player spent 90 seconds per challenge= 3.6 yearsJune 2011 | Slide 5 of 5
What? How? Example Points, Kickbucks, foursquareLoyalty Reward badges, etc. Providing exclusive privileges Of Offers, Deals, Specials, MobileDeal redemption Coupons, etc. Or Non Cash (e.g. merchandizing) Cash Credit (e.g. PayPal, AMEX) Sales Mobile Payment (e.g. Square, iZettle)
Attract & Transact Retain Link Locate Listen Engage Locations to User check-in Local-social In Shop Loyalty reward Link to Loyalty platforms Merchant media analysis Print Ads Redemption programs, Products to indoor Platform Deals Out of home Sales platforms, POSonline assets positioning merchant dashboards Online ----- Social CRM Inventory to Carrier mobile positioning Benchmarking, Mobile Ads NFC ----- platforms Ad network trends, user Creative QR EmbedStaff to social targeting influence, reput Campaign Successful ation POS media ---- Incentives Location of PayPal Game Setup Daily Google Facebook credit Deals search, Tweets Dynamics Social Get your PR Crowdsourced Moment! field research interaction Staff training