LBi 1
Location Based Marketing: what’s in it for me
It’s all about relevance
It’s not that traditional media
that are dead (although
some of them smell rather
funny).
It’s unwanted, irrelevant
interr...
Display
Search
Classifieds
DM
Relevant Advertising
Irrelevant Advertising
versus
EXTREMELY
irrelevant
EXTREMELY
relevant
It’s about building respectful
relationships with customers,
based on relevant
communication, providing
value for both sid...
Types of Location Marketing
The start ... technology-driven LBS
• “Proximity Based Marketing”
• Machine-driven
• Centralized models
• Top-down
• Tradi...
Case Thomas Cook - Proximity Based Marketing
• World Travel Conference
• 2000 attendees
• How to interact with attendees?
...
Case – BlueFi - Proximity Based Marketing
• Annual Sales period (2 weeks)
• 20 hangout locations Bangalore
• Telecom provi...
Case – BlueFi - Proximity Based Marketing
• Activations to turn on Bluetooth
• Walk in our outlet on the 2nd floor for off...
A no-brainer: background LBS
• App-driven
• De-centralized models
• Bottom-up / top-down
• Great experience
• Social
• Rel...
Case – Starbucks: Mayor discounts & Barista badge
Starbucks
Barista badge
The boom today: Check-in Services
• People- and business-driven
• De-centralized models
• Bottom-up
• Rich experience
• Re...
The boom today: Check-in Services
The boom today: Check-in Services
The boom today: Check-in Services
Case – Tasti D-Lite & FourSquare
• Tasti D-Lite=Frozen dessert
• TastiRewards
• Extended Loyalty Program
• Associate Twitt...
Checkin-in is not just about location
Case – RunKeeper: No Check-In FourSquare Badge
• RunKeeper = App tracking fitness routines
• Exclusive badges without havi...
Checkin-in is not just about location
Checkin-in is not just about location
Case – Jimmy Choo - Treasure Hunt on FourSquare
• Jimmy Choo = Shoe stores in London
• One pair of “trainers” is checking ...
What’s next?
Case – Beware of the marketing GAP!
• Gap
• BlackMagic Event
• 25% Foursquare & Twitter & FB discount
• Foursuare=Show you...
Case – Beware of the marketing GAP!
Some Issues
• Saturation?
• Privacy? Security?
• Value proposition?
• Spam (yep, I am talking to you, advertisers!)
FootPath Technology gives answers to:
• Do shoppers at Innovation also visit Marks and Spencer?
• Will shoppers go out of ...
What if we would merge
LBS & FootPath Technology?
Conclusion
• Location, Location, Location. Right, but the actual value will be
in tagging items, objects, brands, artists,...
Thank you
DMF10 - Location based marketing
DMF10 - Location based marketing
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DMF10 - Location based marketing

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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!
  • DMF10 - Location based marketing

    1. 1. LBi 1 Location Based Marketing: what’s in it for me
    2. 2. It’s all about relevance
    3. 3. It’s not that traditional media that are dead (although some of them smell rather funny). It’s unwanted, irrelevant interruptions and stupidity that we are fed up with. By the way, who came up with that stupid concept of “Display Advertising”? Isn’t all advertising (except radio) display?
    4. 4. Display Search Classifieds DM Relevant Advertising Irrelevant Advertising versus
    5. 5. EXTREMELY irrelevant
    6. 6. EXTREMELY relevant
    7. 7. It’s about building respectful relationships with customers, based on relevant communication, providing value for both sides, without annoyance or intrusion. And it is finally possible today. Location Based Services (relevant now and here) CRM (relevant for who I am) Peer-Pressure and Peer-Guidance (because I trust my social network more than I trust brands) Brands as Friends (because you tell me stories and provide me with real value) any kind of (creative) format RELEVANCE MARKETING Who? Me!Where? Here! When? Now! What? Search! Apps!
    8. 8. Types of Location Marketing
    9. 9. The start ... technology-driven LBS • “Proximity Based Marketing” • Machine-driven • Centralized models • Top-down • Traditional phone experience • “Campaign” • Solitary (one2many)
    10. 10. Case Thomas Cook - Proximity Based Marketing • World Travel Conference • 2000 attendees • How to interact with attendees? • How to manage? • Fast and efficient • Welcome messages • Timed announcements • Departure messages • 4 interactive zones • Targeted announcements • Real Time Statistics => adaptations
    11. 11. Case – BlueFi - Proximity Based Marketing • Annual Sales period (2 weeks) • 20 hangout locations Bangalore • Telecom provider • Segmentation of customers: • Lower End • Mid Segment • High End • Relevant communication to each of them • Offers that matched their profiles
    12. 12. Case – BlueFi - Proximity Based Marketing • Activations to turn on Bluetooth • Walk in our outlet on the 2nd floor for offers and surprises right now • Bluetooth activation from 20 to 150% increase • 45% increase in footfall with Bluetooth turned on • +50.000 engagements • +4.000 store visits
    13. 13. A no-brainer: background LBS • App-driven • De-centralized models • Bottom-up / top-down • Great experience • Social • Relevance, relevance, relevance
    14. 14. Case – Starbucks: Mayor discounts & Barista badge Starbucks Barista badge
    15. 15. The boom today: Check-in Services • People- and business-driven • De-centralized models • Bottom-up • Rich experience • Relationship, engagement, loyalty • Social • Incentive-based (badges, coupons, ...)
    16. 16. The boom today: Check-in Services
    17. 17. The boom today: Check-in Services
    18. 18. The boom today: Check-in Services
    19. 19. Case – Tasti D-Lite & FourSquare • Tasti D-Lite=Frozen dessert • TastiRewards • Extended Loyalty Program • Associate Twitter &FourSquare with your membership card • Earn extra points for purchases • Autotweets
    20. 20. Checkin-in is not just about location
    21. 21. Case – RunKeeper: No Check-In FourSquare Badge • RunKeeper = App tracking fitness routines • Exclusive badges without having to check-in but for doing something! • Complete a marathon? => badge • One pair of “trainers” is checking in at points and sends updates • First at venue = free trainers
    22. 22. Checkin-in is not just about location
    23. 23. Checkin-in is not just about location
    24. 24. Case – Jimmy Choo - Treasure Hunt on FourSquare • Jimmy Choo = Shoe stores in London • One pair of “trainers” is checking in at points and sends updates • First at venue = free trainers
    25. 25. What’s next?
    26. 26. Case – Beware of the marketing GAP! • Gap • BlackMagic Event • 25% Foursquare & Twitter & FB discount • Foursuare=Show you check-in @ cashier • Facebook= print out coupon • Twitter= discount code at cashier • … the code your phone gave me actually didn’t work
    27. 27. Case – Beware of the marketing GAP!
    28. 28. Some Issues • Saturation? • Privacy? Security? • Value proposition? • Spam (yep, I am talking to you, advertisers!)
    29. 29. FootPath Technology gives answers to: • Do shoppers at Innovation also visit Marks and Spencer? • Will shoppers go out of their way to visit Starbucks? • Or do they visit the closest coffee shop? • Would our centre benefit from the inclusion of a bookstore? • How do tenant relocation decisions effect overall centre sales? But as well: • What path do customers follow within Marks & Spencers? What if we would merge LBS & FootPath Technology?
    30. 30. What if we would merge LBS & FootPath Technology?
    31. 31. Conclusion • Location, Location, Location. Right, but the actual value will be in tagging items, objects, brands, artists, media, content, ... • Location will be one of the key drivers of relevance marketing • We will see all flavors of LBS (back-ground, user-driven, ...) • The industry has to take care not to fuck up • create value (and incentives) • don’t see this as the next Holy Grail (well, it is, but not for you, for the user! • Users will have to find a balance between privacy and convenience
    32. 32. Thank you

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