Vanessa Horwell of ThinkInk presented on the growing opportunities of location-based marketing. She noted that location data allows targeting consumers when they are primed to take action. Location enhances outbound and inbound media by tying messages to specific locations and contexts. While checking in is just the first step, location promises true digital marketing by delivering the right message in the right place at the right time, something brands have never been able to do before.

1. Some background...
ThinkInk is a specialist
public relations firm
dedicated to increasing
the visibility of companies
in the mobile, media,
communications
and technology sectors.

3. Using Location Based Marketing
for Increased Advertising and
Marketing ROI
Presented by Vanessa Horwell
Chief Visibility Officer, ThinkInk
Miami, June 24, 2011
www.thinkinkpr.com
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4. LOCATION, LOCATION,
LOCATION…
Why is everyone talking
about location based
marketing?
LBM market worth
$5billion+ by 2015
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5. Location is a big deal, and
it’s quickly growing.
It all has to do with today’s
NEW MOBILE CULTURE and the
new mobile consumer.
Let’s look at some numbers…
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6. Mobile Usage In The USA
85% of Americans over 18 years of
age own a mobile phone.
The average American spends nearly
3 hours per day on a
mobile phone.
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7. The New Mobile Consumer
Mobile phones are becoming consumers’
connection to EVERYTHING, available
anywhere at any time – for anything…
Consumers communicate, conduct research,
watch videos, listen to music and make
purchasing decisions through their mobile
phones.
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8. Consumers are constantly connected
to their mobile phones
But we don’t need to
read a study to know
that …
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9. Checking In is a WORLDWIDE Trend
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10. We LOVE
Telling
People
WHERE WE
ARE
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11. Location based apps are
growing in popularity…
39%
of smartphone owners use
at least one location-
based app
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12. How Are Brands Using Location-
Based Marketing and Services?
• Mobile apps
• Mobile search
• Mobile AdWords
• Foursquare
• Facebook Deals
• Directory apps and mobile sites
• Google Places
• Location based wi-fi ads/proximity messaging
• Hyperlocal content
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13. IT’S NOT ALL
ABOUT
FOURSQUARE
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14. Checking in is
THE very 1 st
step... So what
comes next?
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15. NOT ALL ABOUT
FORSQUARE
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16. Location-based services give
businesses the ability to
identify where consumers are
in order to engage them in
moments of MAXIMUM
INFLUENCE
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17. It’s all about targeting &
timing
LOCATION targets consumers at
the ideal time and place – when
they arePRIMED to take
action. Be contextually relevant
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18.  Move beyond the deal to avoid the “only
when discounted syndrome”
 Consider programs that reward customers
for engaging with a brand – not just
checking-in
 Location-based then evolves into
action-based marketing - a step closer
from intent to tran$action
 Use analytics to measure these
campaigns, identify what makes
consumers respond to optimize future
campaigns and offers.
www.thinkinkpr.com

19. “Location and granular geo-targeting
are strong predictors of consumer
intent – because where someone is
and when they are there says a lot
about what they might be
interested in.”
Alistair Goodman, Placecast
www.thinkinkpr.com

20. While not entirely new, Location
Based Marketing is breaking new
ground.
YOU are responsible for what
happens next…
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21. LOCATION enhances the outbound and inbound
media opportunities - marketers can tie their
messaging to a specific location, and brands can
dictate the context of the message.
LOCATION is the promise of true digital marketing
and media, being in the right place at the right
time with right message, which brands have
never been able to do previously.
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22. Seize this
moment…
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23. To continue the discussion about Location Based
Services and Marketing opportunities, feel free
to contact me at:
Vanessa Horwell
vanessa@thinkinkpr.com
+1.305.749.5342 x232
www.thinkinkpr.com
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