Location Based Marketing: what's in for me?

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  • Conclusion: one of the keywords here through out all the cases is: simplicity – make it easy to use – make it even easier to share!
  • Location Based Marketing: what's in for me?

    1. 1. Location Based Marketing, what’s in for me<br />Powerdemo on Digital Marketing First October 28th 2010, Brussels, Tour & Taxi<br />LBi <br />1<br />
    2. 2. It’s all about relevance<br />
    3. 3. It’s not traditional media that are dead (although some of them smell rather funny).<br />It’s unwanted, irrelevant interruptions and stupidity that we are fed up with.<br />By the way, who came up with that stupid concept of “Display Advertising”? <br />Isn’t all advertising (except radio) display? <br />
    4. 4. Relevant Advertising<br />Search<br />Display<br />versus<br />Classifieds<br />Irrelevant Advertising<br />DM<br />
    5. 5. EXTREMELY irrelevant<br />
    6. 6. EXTREMELY relevant<br />
    7. 7. Location Based Services<br />(relevant now and here)<br />CRM<br />(relevant for who I am)<br />any kind of (creative) format<br />Peer-Pressure and Peer-Guidance<br />(because I trust my social network more than I trust brands)<br />Brands as Friends<br />(because you tell me stories and provide me with real value)<br />RELEVANCE MARKETING<br />When? Now!<br />What? Search! Apps!<br />Who? Me!<br />Where? Here!<br />It’s about building respectful relationships with customers, based on relevant communication, providing value for both sides, without annoyance or intrusion.<br />And it is finally possible today.<br />
    8. 8. Types of Location Marketing<br />
    9. 9. The start ... technology-driven LBS<br /><ul><li>“Proximity Based Marketing”
    10. 10. Machine-driven
    11. 11. Centralized models
    12. 12. Top-down
    13. 13. Traditional phone experience
    14. 14. “Campaign”
    15. 15. Solitary (one2many)</li></li></ul><li>Case Thomas Cook - Proximity Based Marketing<br /><ul><li>World Travel Conference
    16. 16. 2000 attendees
    17. 17. How to interact with attendees?
    18. 18. How to manage?
    19. 19. Fast and efficient
    20. 20. Welcome messages
    21. 21. Timed announcements
    22. 22. Departure messages
    23. 23. 4 interactive zones
    24. 24. Targeted announcements
    25. 25. Real Time Statistics => adaptations</li></li></ul><li>Case – BlueFi - Proximity Based Marketing<br /><ul><li>Annual Sales period (2 weeks)
    26. 26. 20 hangout locations Bangalore
    27. 27. Telecom provider
    28. 28. Segmentation of customers:
    29. 29. Lower End
    30. 30. Mid Segment
    31. 31. High End
    32. 32. Relevant communication to each of them
    33. 33. Offers that matched their profiles</li></li></ul><li>Case – BlueFi - Proximity Based Marketing<br /><ul><li>Activations to turn on Bluetooth
    34. 34. Walk in our outlet on the 2nd floor for offers and surprises right now
    35. 35. Bluetooth activation from 20 to 150% increase
    36. 36. 45% increase in footfall with Bluetooth turned on
    37. 37. +50.000 engagements
    38. 38. +4.000 store visits</li></li></ul><li>A no-brainer: background LBS<br /><ul><li>App-driven
    39. 39. De-centralized models
    40. 40. Bottom-up / top-down
    41. 41. Great experience
    42. 42. Social
    43. 43. Relevance, relevance, relevance</li></li></ul><li>Case – Starbucks: Mayor discounts & Barista badge<br /> StarbucksBarista badge<br />
    44. 44. The boom today: Check-in Services<br /><ul><li>People- and business-driven
    45. 45. De-centralized models
    46. 46. Bottom-up
    47. 47. Rich experience
    48. 48. Relationship, engagement, loyalty
    49. 49. Social
    50. 50. Incentive-based (badges, coupons, ...)</li></li></ul><li>The boom today: Check-in Services<br />
    51. 51. The boom today: Check-in Services<br />
    52. 52. The boom today: Check-in Services<br />
    53. 53. Case – Tasti D-Lite & FourSquare<br /><ul><li>Tasti D-Lite=Frozen dessert
    54. 54. TastiRewards
    55. 55. Extended Loyalty Program
    56. 56. Associate Twitter &FourSquare with your membership card
    57. 57. Earn extra points for purchases
    58. 58. Autotweets</li></li></ul><li>Checkin-in is not just about location<br />
    59. 59. Case – RunKeeper: No Check-In FourSquare Badge<br /><ul><li>RunKeeper = App tracking fitness routines
    60. 60. Exclusive badges without having to check-in but for doing something!
    61. 61. Complete a marathon? => badge
    62. 62. One pair of “trainers” is checking in at points and sends updates
    63. 63. First at venue = free trainers</li></li></ul><li>Checkin-in is not just about location<br />
    64. 64. Checkin-in is not just about location<br />
    65. 65. Case – Jimmy Choo - Treasure Hunt on FourSquare<br /><ul><li>Jimmy Choo = Shoe stores in London
    66. 66. One pair of “trainers” is checking in at points and sends updates
    67. 67. First at venue = free trainers</li></li></ul><li>What’s next?<br />
    68. 68. Case – Beware of the marketing GAP!<br /><ul><li>Gap
    69. 69. BlackMagic Event
    70. 70. 25% Foursquare & Twitter & FB discount
    71. 71. Foursuare=Show you check-in @ cashier
    72. 72. Facebook= print out coupon
    73. 73. Twitter= discount code at cashier
    74. 74. … the code your phone gave me actually didn’t work</li></li></ul><li>Case – Beware of the marketing GAP!<br />
    75. 75. Some Issues<br /><ul><li>Saturation?
    76. 76. Privacy? Security?
    77. 77. Value proposition?
    78. 78. Spam (yep, I am talking to you, advertisers!)</li></li></ul><li>What if we would merge LBS & FootPath Technology?<br />FootPath Technology gives answers to:<br /><ul><li> Do shoppers at Innovation also visit Marks and Spencer?
    79. 79. Will shoppers go out of their way to visit Starbucks?
    80. 80. Or do they visit the closest coffee shop?
    81. 81. Would our centre benefit from the inclusion of a bookstore?
    82. 82. How do tenant relocation decisions effect overall centre sales?</li></ul>But as well:<br /><ul><li> What path do customers follow within Marks & Spencers?</li></li></ul><li>What if we would merge LBS & FootPath Technology?<br />
    83. 83.
    84. 84.
    85. 85. Conclusion<br /><ul><li>Location, Location, Location. Right, but the actual value will be in tagging items, objects, brands, artists, media, content, ...
    86. 86. Location will be one of the key drivers of relevance marketing
    87. 87. We will see all flavors of LBS (back-ground, user-driven, ...)
    88. 88. The industry has to take care not to fuck up
    89. 89. create value (and incentives)
    90. 90. don’t see this as the next Holy Grail (well, it is, but not for you, for the user!
    91. 91. Users will have to find a balance between privacy and convenience</li></li></ul><li>Special thanks to:<br /><ul><li>Jo Caudron – Dear Media
    92. 92. Antony Slabinck – Lbi Belgium
    93. 93. IAB Belgium</li></ul>For research and their input for this presentation!<br />
    94. 94. Thank you<br />LBi Belgium<br />Vorstlaan 191 Bd du SouverainB-1140 Brussels<br />Kortrijksesteenweg 1144 bus N<br />B-9051 Sint-Denijs-Westrem<br />www.lbigroup.be<br />Rik Lagey – Digital Addict<br />Rik.lagey@lbigroup.be<br />+32 476 22 76 00<br />Twitter: @rik_lagey<br />

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