Location-based Marketing for Professional Services Firms

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Location-based Marketing for Professional Services Firms

  1. 1. LOCATION-BASED MARKETING<br />for <br />Professional Services Firms<br />Jessica Levin<br />Leigh George, PhD<br />
  2. 2. Agenda<br /><ul><li>Overview
  3. 3. Check-in services
  4. 4. Group buying
  5. 5. QR codes
  6. 6. Applications for professional services
  7. 7. Case studies
  8. 8. Questions</li></li></ul><li>OVERVIEW<br />
  9. 9. OVERVIEW<br />What is location-based marketing (LBM)?<br />Using mobile devices to deliver a targeted marketing message to users in a specific geographic location.<br />
  10. 10. OVERVIEW<br />What is gamification?<br />Applying game mechanics to non-game activities<br />Points<br />Badges<br />Levels<br />Leaderboards<br />Challenges<br />Think airline frequent flier programs and hotel loyalty programs<br />
  11. 11. CHECK-IN SERVICES<br />
  12. 12. CHECK-IN SERVICES<br />Check-in services<br />Over 10 million users!<br />1.6 million users. Most users are 13 to 38 years old.<br />
  13. 13. CHECK-IN SERVICES<br />Check-in services<br />Over 700 million users worldwide!<br />Over 10 million users!<br />
  14. 14. CHECK-IN SERVICES<br />Check-in services<br />Who is using them?<br /><ul><li>Only 4% of Americans use location-based services
  15. 15. 7% of adults who go online with their mobile phone use a location-based service.
  16. 16. 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.
  17. 17. 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
  18. 18. 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.</li></ul>Pew Research Center’s Internet & American Life project, November 2010<br />
  19. 19. CHECK-IN SERVICES<br />Check-in services<br />How do they work?<br />
  20. 20. CHECK-IN SERVICES<br />Check-in services<br />
  21. 21. GROUP BUYING<br />
  22. 22. GROUP BUYING<br />Group buying<br />
  23. 23. QR CODES<br />
  24. 24. QR CODES<br />QR codes<br />Bridge offline and online with quick mobile consumption<br /><ul><li>Provide more information
  25. 25. Drive to online content: website, social network, video, etc.
  26. 26. Enable direct calls, emails
  27. 27. Download an MP3
  28. 28. Access to coupons or free giveaways </li></li></ul><li>QR CODES<br />Is it audience appropriate?<br />
  29. 29. QR CODES<br />Is it audience appropriate?<br />
  30. 30. QR CODES<br />QR codes<br />MicrosoftTag<br />
  31. 31. QR CODES<br />The importance of marketing<br />Crucial to educate your audience<br /><ul><li>Describe the technology and how it works
  32. 32. Explain what apps they need and how to download
  33. 33. Promote the timing and details of a campaign
  34. 34. Prize should be significant enough to drive participation</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />
  35. 35. APPLICATIONS FOR PROFESSIONAL SERVICES<br />How LMB can be valuable for B2B<br /><ul><li>Events
  36. 36. SEO
  37. 37. Data mining
  38. 38. Augmented reality</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Events<br /><ul><li>Foursquare
  39. 39. Create a location to people to check-in
  40. 40. Minimal interaction
  41. 41. SCVNGR
  42. 42. Challenges
  43. 43. Greater interaction
  44. 44. Organize a trek or just at your booth
  45. 45. BoothTag
  46. 46. Specifically for events
  47. 47. Scan booth and individuals’ barcodes—no need for business cards
  48. 48. Multiple ways to earn points: exhibitors, attendees, sessions, vote on conference awards, donate to a foundation</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Events<br />Keys to success<br /><ul><li>Promote it well—education!
  49. 49. Provide an incentive—great prizes</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Search Engine Optimization (SEO)<br />Claim your venue<br /><ul><li>Each venue has its own page with a well-optimized, unique title tag
  50. 50. Keywords are easily added in the form of tags
  51. 51. The address and location information are prominently displayed and crawlable
  52. 52. Venue profiles can be linked to Twitter accounts
  53. 53. URLs can be attached by adding a “Tip”—and it’s a direct, follow link</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Search Engine Optimization (SEO)<br />Claim your venue<br /><ul><li>Use a smartphone to find your place or add it
  54. 54. From your browser, search for the place, click the "Is this your business?" link. Facebook will now verify your location by telephone
  55. 55. Should do the same with Google places</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />SEO<br />Breaking news!<br />Business pages now self-service<br />Includes:<br /><ul><li>Page title
  56. 56. Page description
  57. 57. URLs
  58. 58. Links to your other social networks
  59. 59. Tips</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Data Mining<br />Let’s you know where people go and what they do, their interests<br />Could inform decisions about:<br /><ul><li>Advertising and sponsorships
  60. 60. Incentives or rewards
  61. 61. Events to attend, where to present
  62. 62. New business development, etc. </li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Augmented Reality<br />Creates a virtual world on top of an existing one<br />Real-life applicability<br /><ul><li>Enhancing the tradeshow experience
  63. 63. Helpful for travel and client events
  64. 64. Assist in inventory checks
  65. 65. Help on the golf course </li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Yelp<br /><ul><li>Restaurant Reviews appear virtually using the camera on your smartphone.
  66. 66. Use it to find dining options when traveling for business.
  67. 67. Great for other service related businesses too</li></li></ul><li>APPLICATIONS FOR PROFESSIONAL SERVICES<br />Golfscape GPS Rangefinder<br />This incredible app can point out bunkers, tell you how far it is to the dog leg, and even remember which clubs you like to use for certain distances.<br />
  68. 68. CASE STUDIES<br />
  69. 69. CASE STUDIES<br />LevelUp Your Startup<br />
  70. 70. CASE STUDIES<br />LevelUp Your Startup<br />For entrepreneurs with great ideas who could use discounted legal and accounting advice as well as coveted access to premier investors. <br />Level 1: Foley Hoag attorneys will meet with entrepreneurs to help get their companies incorporated with a startup legal package. <br />Level 2: A startup accounting package<br />Level 3: Opportunity to pitch their company to top-notch investors Google Ventures, Highland Capital Partners and Common Angels, Robin Hood Ventures and DreamitVentures<br />SCVNGR is a client<br />
  71. 71. CASE STUDIES<br />LevelUp Your Startup<br /><ul><li>Only 10 deals available—sold out within an hour
  72. 72. A share of the proceeds went to a charity
  73. 73. $2,800 worth of legal services for $250—91% discount
  74. 74. Goal was not making money but to support the local community of entrepreneurs</li></ul>SCVNGR is a client<br />
  75. 75. CASE STUDIES<br />LevelUp Your Startup<br />Takaways<br />Think creatively about:<br /><ul><li>Your goals: awareness and community service vs business development
  76. 76. Who you are trying to reach: is there an audience in need you could tap into?
  77. 77. Potential partners</li></ul>SCVNGR is a client<br />
  78. 78. CASE STUDIES<br />Delivering ads to mobile audiences <br />Goal: To grow its customer portfolio for small business insurance programs<br />Audience: Small business owners, many of which are on the go, traveling to and from meetings and accessing the Internet via their laptops, mobile phones, iPads and other devices during the course of the day<br />Solution: Location-based ads that Integrated with existing outdoor advertising <br />Worked with a location-based wi-fi ad company that delivers targeted third-party ads in public wi-fi areas<br />British specialist insurer<br />
  79. 79. CASE STUDIES<br />Delivering ads to mobile audiences <br />Mapped the locations of Hiscox’s outdoor ads to the vendor’s wi-fi advertising inventory. <br /> <br />Business people who logged on to public wi-fi in the vicinity of one of Hiscox’sbillboards, were shown a correlating digital ad with clear call-to-actions, to encourage them to request a Hiscox insurance quote. <br />Hiscox ads were also displayed on the wi-fi login pages at the point-of-connection to give Hiscox plain visability prior to users commencing online activity.<br />Results: Click-through rates five times higher than the company’s average rate for traditional online display ads. <br />British specialist insurer<br />
  80. 80. CASE STUDIES<br />Delivering ads to mobile audiences <br />Takaways<br />Think creatively about:<br /><ul><li>Who you are trying to reach
  81. 81. Their online behavior
  82. 82. Where and how you could connect with them</li></ul>British specialist insurer<br />
  83. 83. Contact Us:<br />Leigh George, PhD<br />Senior Digital Marketing Strategist, R2integrated<br />lgeorge@r2integrated.com<br />410.327.0007 x 1211<br />linkedin.com/in/leighgeorge<br />@leighgeorge<br />Jessica L. Levin, MBA, CMP<br />President and Chief Connector, Seven Degrees Communications, LLC<br />jlevin@sevendegreescommunications.comlgeorge<br />908.294.5010<br />linkedin.com/in/jessicalevin<br />@JessicaLevin<br />Questions?<br />

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