Location Based Marketing in 2010

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Location Based Marketing presentation for Triangle AMA Social Media Boot Camp

Location Based Marketing presentation for Triangle AMA Social Media Boot Camp

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  • Wayne Sutton (@WayneSutton)
    Business Development / Marketing Strategist, TriOut
    Partner, OurHashtag
    Blog: SocialWayne.com
    LBS: TriOutNC.com


  • 3 What is TriOut?
    TriOut is a hyper-local, location-based startup.
    We're based in Raleigh, NC. Founded by Lawrence Ingraham.
    TriOut goal is to provide value to the community by showing locations, reviews, photos of places your friends have visited, so you can explore the Triangle.
    TriOut also provide business intelligence and location-based marketing strategies.
    You can check-in at various locations and events in the Triangle to earn points, badges and receive discounts or free products from our partners.

  • 3 What is TriOut?
    TriOut is a hyper-local, location-based startup.
    We're based in Raleigh, NC. Founded by Lawrence Ingraham.
    Our goal is to provide value to the community by showing locations, reviews, photos of places your friends have visited so you can explore the Triangle.
    TriOut also provide business intelligence and location-based marketing strategies.
    You can check-in at various locations and events in the Triangle to earn points, badges and receive discounts or free products from our partners.

  • Checking in
    Awards/badges/specials/coupons
    Near by
    Search results
    Email/Push notifications

  • GPS - Global Positioning System
    Latitude and Longitude
    LBA - Location Based Applications
    LBA - Location Based Advertising
    LBS - Location Based Services
    LBG - Location Based Games
    RFID Radio-frequency identification
    SMS - Short Message Service
    SMS - Social Mapping Service
    Key Holders, Mayors and Dukes
    Social Networking Service
    Augmented Reality
    Geo-Fence
    Check-in
    Badges
    Virtual Currency
    Coupons / Specials
    Societies
    Points
    Rewards
    Leaderboard
    Bar Codes
    QR Codes
    Places
    Privacy
    Nearby

  • 9 Examples of Location Based Marketing
    TriOut - Golden Coral, Cary
    Check-in and receive 50% off your meal

    TriOut - Dairy Queen Morrisville
    Buy One Medium Blizzard, Get the Second Free by checking and showing Badge

    TriOut - The Pit BBQ
    Keyholder "Mayor" free desert by checking in

    Gowalla - NJ Nets
    Check-in at various locations to find virtual tickets and other prizes

    Foursquare - Starbucks
    The Mayor receives $1 discount on a Frappucino

    MyTown - Powermat
    Check-in at Best Buy, Target etc, enter contest to win Powermat devices

    Google Latitude - Sprint
    Sponsored listing on nearby search results

    Whrrl - Murphy USA
    Check--in at a Murphy location to receive special offers

    Loopt Star - Various Brands ( Burger King, Gap, Starbucks, Universal Music Group)
    Check into various locations for discounts and prizes. (Check into Gap location twice & receive 25% discount on the second visit)



  • 9 Examples of Location Based Marketing
    TriOut - Golden Coral, Cary
    Check-in and receive 50% off your meal

    TriOut - Dairy Queen Morrisville
    Buy One Medium Blizzard, Get the Second Free by checking and showing Badge

    TriOut - The Pit BBQ
    Keyholder "Mayor" free desert by checking in

    Gowalla - NJ Nets
    Check-in at various locations to find virtual tickets and other prizes

    Foursquare - Starbucks
    The Mayor receives $1 discount on a Frappucino

    MyTown - Powermat
    Check-in at Best Buy, Target etc, enter contest to win Powermat devices

    Google Latitude - Sprint
    Sponsored listing on nearby search results

    Whrrl - Murphy USA
    Check--in at a Murphy location to receive special offers

    Loopt Star - Various Brands ( Burger King, Gap, Starbucks, Universal Music Group)
    Check into various locations for discounts and prizes. (Check into Gap location twice & receive 25% discount on the second visit)



  • 9 Examples of Location Based Marketing
    TriOut - Golden Coral, Cary
    Check-in and receive 50% off your meal

    TriOut - Dairy Queen Morrisville
    Buy One Medium Blizzard, Get the Second Free by checking and showing Badge

    TriOut - The Pit BBQ
    Keyholder "Mayor" free desert by checking in

    Gowalla - NJ Nets
    Check-in at various locations to find virtual tickets and other prizes

    Foursquare - Starbucks
    The Mayor receives $1 discount on a Frappucino

    MyTown - Powermat
    Check-in at Best Buy, Target etc, enter contest to win Powermat devices

    Google Latitude - Sprint
    Sponsored listing on nearby search results

    Whrrl - Murphy USA
    Check--in at a Murphy location to receive special offers

    Loopt Star - Various Brands ( Burger King, Gap, Starbucks, Universal Music Group)
    Check into various locations for discounts and prizes. (Check into Gap location twice & receive 25% discount on the second visit)



  • Customer incentives
    Customers behavior patterns
    Social Sharing
    Business intelligence
    Brand Loyalty
    Platform Data
    Build relationships
  • Awareness / Marketing
    Check-in cheating
    Time (business & consumer)
    Education
    Correct location data
    Mobile Devices (not everyone has a smartphone)
    Usability
    Applications
    Creating elitist
    Niche

    flickr photo http://www.flickr.com/photos/exfordy/1184487050/ by exfordy on flickr
  • TriOut
    Brightkite
    Booyah / MyTown
    BlockChalk
    Google Latitude
    Foursquare
    Gowalla
    graffiti geo
    Loopt
    Mobcast
    nextstop
    OpenPlayce
    Rally
    Rummble
    stalqer
    Double Dutch
    Urbankite
    Whrrl
    Yelp
    Scoop
    AroundMe
    Moximity
    Gypsii
    pegshot
    Check.in
    Browsers are now check-in applications too with HTML5


  • The agency:
    To educate your clients on location based marketing, applications and use along with existing promotion or launch campaigns that will be valuable for both the business and consumer

    The Business
    Create valuable location based campaigns for both the business and the consumer that increase sales, customer retention or current promotion

    The Startup
    Use location-based marketing for brand awareness and networking/

    The Consumer
    To take advantage of location based promotions and share user generated content of locations they have visited.

    The check-in cheater
    A user who checks at places they are they are not physically at or close enough to matter

    The fanboy
    Check-in everywhere, collect badge and points and try to look cool and eat/drink for free.

    flickr http://www.flickr.com/photos/ferran-jorda/2188887967/ by Ferran.


  • Ask the right questions:
    Do people check into my location now?
    Who is my target Audience?
    What's the incentive for the customer?
    What is my goal?
    What LBS does my customers and local community use now?
    How and where will I market my LBM promotion online and offline?
    Can I build a GEO targeted community around my business?
    How will I measure the check-in, website traffic and sales?
    How long will the location-based promotion last and change?
    Will my promotion make customers come back for more?
    Who am in excluding by offering a check-in special?

    Create an compelling promotion for your customers

    Consider influencer rewards and return on visit rewards

    Educate your staff

    Create LBM employee guidelines or add to existing social media/employee policy

    Encourage post check-in engagement

    Create opportunities for social sharing

    Measure, track and verify everything

    Flickr photo: http://www.flickr.com/photos/mhaithaca/2839472215/ by mhaithaca
  • Wayne Sutton (@WayneSutton)
    Business Development / Marketing Strategist, TriOut
    Partner, OurHashtag
    Blog: SocialWayne.com
    LBS: TriOutNC.com


Transcript

  • 1. Location Based Marketing in 2010 Wayne Sutton (@WayneSutton) Business Development / Marketing Strategist, TriOut Partner, OurHashtag Blog: SocialWayne.com LBS: TriOutNC.com Location Based Marketing in 2010 #smbc2010
  • 2. What is TriOut? For our users, TriOut goal is to provide value to the community by showing locations, reviews, photos of places your friends have visited, so you can explore the Triangle. Location Based Marketing in 2010 #smbc2010
  • 3. What is Location-based marketing? Location based marketing is the interaction with customers by their location offering value based opportunities that increases customer loyalty and social sharing in which you can measure. by: Wayne Sutton Location Based Marketing in 2010 #smbc2010
  • 4. The concept of location-based marketing •Checking In •Awards/badges/specials/coupons •Near By •Search results •Email/Push notifications •SMS Location Based Marketing in 2010 #smbc2010
  • 5. 25 Location Based Terms you should know •GPS - Global Positioning System •Augmented Reality •Latitude and Longitude •Geo-Fence •LBA - Location Based Applications •Check-in •LBA - Location Based Advertising •Badges •LBS - Location Based Services •Virtual Currency •LBG - Location Based Games •Coupons / Specials •RFID Radio-frequency identification •Societies •SMS - Short Message Service •Points •SMS - Social Mapping Service •Rewards •Key Holders, Mayors and Dukes •Leaderboard •Social Networking Service •Bar Codes •QR Codes •Places •Privacy •Nearby Location Based Marketing in 2010 #smbc2010
  • 6. 9 Examples of Location Based Marketing Check-in and receive 50% off your meal Leaderboad contest, top 5 wins 2 free meals Check-in at various locations to find virtual tickets and other prizes Check-in at Best Buy, Target etc, enter contest to win Powermat devices Location Based Marketing in 2010 #smbc2010
  • 7. 9 Examples of Location Based Marketing Keyholder "Mayor" free desert by checking in The Mayor receives $1 discount on Frappuccino Check into various locations for discounts and prizes. (Check into Gap location twice & receive 25% discount on the second visit) Location Based Marketing in 2010 #smbc2010
  • 8. 9 Examples of Location Based Marketing Buy One Medium Blizzard, Get the Second Free by checking in. Sponsored listing on nearby search results Check--in at a Murphy locations to receive special offers Location Based Marketing in 2010 #smbc2010
  • 9. Where's value in Location-Based Marketing? •Customer incentives •Behavior patterns •Social Sharing •Business intelligence •Brand Loyalty •Platform Data •Build relationships Location Based Marketing in 2010 #smbc2010
  • 10. 9 Challenges in Location Based Marketing •Awareness / Marketing •Check-in cheating •Time (business & consumer) •Education •Correct location data •Everyone does not have smartphone •Usability •Applications •Creating elitist •Niche http://www.flickr.com/photos/exfordy/1184487050/ Location Based Marketing in 2010 #smbc2010
  • 11. 10 There are over 20 location-based applications Browsers are now check-in applications Location Based Marketing in 2010 #smbc2010
  • 12. The Roles in Location Based Marketing •The Agency •The Business •The Startup •The Consumer •The Check-in Cheater •The Fanboy •The I don’t care http://www.flickr.com/photos/ferran-jorda/2188887967/ Location Based Marketing in 2010 #smbc2010
  • 13. Getting started with Location-Based Marketing •Ask the right questions •Create an compelling promotion for your customers •Consider influencer rewards and return on visit rewards •Educate your staff •Create LBM employee guidelines/ + SM policy •Encourage post check-in engagement •Create opportunities for social sharing •Measure, track and verify everything http://www.flickr.com/photos/mhaithaca/2839472215/ Location Based Marketing in 2010 #smbc2010
  • 14. Wayne Sutton info@socialwayne.com Blog: SocialWayne.com Twitter: @WayneSutton TriOutNC.com Location Based Marketing in 2010 - #smbc2010