Location MarketingA digital marketing guide from @million__media Ø What is Location Marketing? Ø Concepts: The Check-In Ø Concepts: Preferred Location Ø Access Over Ownership Ø Near Field Communications Ø Predictive Personalisation Ø Intelligent Objects Ø Coupons & RewardsMillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Location MarketingA digital marketing guide from @million__mediaThis presentation is based upon thetutorial, ‘Location Marketing For Music’and is being presented at MIDEM 2013.You can take part in the course orpurchase it for your employees at: www.millionmedia.com & www.theartistnetwork.wsMillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Location Marketing is the ability to interactwith an audience wherever they are, right now Our location defines us. Where we have Example: Global Positioning System been. Where we are now. Where we are or GPS is built in to most of today’s going. Our location is determined by where smartphones and makes it possible to pinpoint the user’s location. we work, where we shop, where we go for entertainment, where we go to eat. Nothing else defines a person so accurately as where they are at any given moment. But until we all carried a mobile phone, it was very difficult to know precisely where any one was. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
The ‘Check-In’ signals an arrival at a location inreturn for rewards or value-add services. The concept of the ‘Check-In’ is one we are Example: Foursquare pioneered the already familiar with, although we associate concept of the Check-In, it with airports or hotels. People will check-in subsequently adopted by Facebook and Google. Terminals will make to any location, such as a music venue, checking in at venues easy. using a technology such as GPS or NFC. Announcing your arrival somewhere Once checked in, the consumer is treated will trigger rewards or benefits from like a guest in a hotel – unique rewards and the owner or artist. special offers can be directed at them based on their ‘loyalty’ and previous purchases MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Preferred Location: Where would yourcustomer rather be? Interact with them there. Example: Brand Table placed food Where would you rather be? Standing in a brand logos at a table in a food hall queue waiting to be served or at home, so customers could order while sitting making your selection which is then rather than in a queue. delivered to you. No-one wants to be in a queue or a crowded bar. If you know where your customer’s preferred location is, then interact with them there, not where you are. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Near Field Communications (‘NFC’) enablessophisticated location marketing & payments Example: An NFC tag is simply a very One of the technologies that powers location thin piece of wire antenna, small marketing is Near Field Communications, or enough to be embedded within a sheet of paper without you being ‘NFC’. This technology is embedded in to able to feel it. millions of phones and can be triggered by simply touching the phone against a tag. If the NFC tag is connected to the Internet then personalisation and payments are possible. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Access over ownershipmeans media can beconsumed anywhere,anytime As the public move towards ‘Music In The Example: A new album on Spotify Cloud’ then access to their songs or a video could be triggered on a phone with can be triggered by a touch of a phone the App by an NFC tag on an object such as, say, a drinks can. Coca against a tag. And since artists are paid per Cola are now a shareholder in play by services such as Spotify and Spotify…. 100 million tags could add YouTube, expect to see usage of NFC tags up to a lot of plays! explode as they become the perfect trigger for a play. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
NFC will enable music and video to be placedvirtually anywhere, accessed via a mobile Services like Spotify & YouTube enable consumers to play any track on demand. If every play is Rights owners are compensated through worth money, then NFC can licensing agreements, which mean they get be used to paid for every play. NFC tags can be placed dramatically on virtually anything and placed anywhere to increase plays trigger a play, and therefore increase revenue. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
‘Predictive Personalisation’ is individual offersbased on previous purchases & location By knowing a little bit about you I can make Example: After I check-In to a pub or predictions about what you may like. night club, the DJ could scan my Last.fm, Pandora and Amazon recommend Last.fm profile and predict which titles based on preferences. Location music I like. Or, a shop could play Marketing can suggest offers or promotions your favourite track as you walk in their door. based on where you are and your previous purchases or visits. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
‘Intelligent Objects’: NFC and augmentedreality can turn any object in to a retail space By placing an NFC tag on an object, it can Example: A picture of an artist or an become a potential retail hotspot. Posters, album in a magazine could be a link to a purchase page optimised for a beermats, keyrings or clothing could mobile. Using Paypal a sale could be become pop-up stores. ‘Merch Desks’ could made within minutes. Bands could appear virtual anywhere. All that is required sell merch from virtually anywhere is a tap to trigger the retail opportunity. simply by putting up a poster with tags. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Coupons & rewards are integral to locationmarketing and are the incentive for customers The incentive for customers to check-in or tell Example: Every time I check in at my favourite venue I could be us their location is to receive rewards. Brands welcomed as a returning guest. The could be far more generous if they knew your venue could send me offers via SMS purchase history or your location. Loyalty can or their APP. I could be told where is be rewarded with money off, additional the best place to stand or which bar has the smallest queue! features, guides, personal service or points. The opportunity is vast for music since people tend to be loyal to artists they like. MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!
Credentials: • Invited to present Digital Marketing at MIDEM 7 years running • Lectures on The Music Industry at The Institute, Europe’s finest school of modern music. • Presented Digital Marketing at conferences around the world • Was voted by The Observer as one of the 500 people who will change the future of the UK • Chair of music charity, Community Music, one of the UK’s longest established music training coursesAbout the author Neil Cartwright is a veteran of Digital Million Media Website Marketing, having built his first website in www.millionmedia.com 1995. He joined Sony Music as their first dedicated digital marketing manager in Learning Academy 1997 and pioneered in areas such as social www.theartistnetwork.ws media, online PR, digital distribution & Direct to Fan. He now runs his own agency and training academy MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!