This short summary is based upon the presentation I gave at MIDEM 2013. The presentation is a private tutorial for French music executives, so this is the only chance for public viewing.

1. Location Marketing
A 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 & Rewards
MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!

2. Location Marketing
A digital marketing guide from @million__media
This presentation is based upon the
tutorial, ‘Location Marketing For Music’
and is being presented at MIDEM 2013.
You can take part in the course or
purchase it for your employees at:
www.millionmedia.com
&
www.theartistnetwork.ws
MillionMedia.com This is a digital marketing guide from Million! theartistnetwork.ws!

3. Location Marketing is the ability to interact
with 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!

4. The ‘Check-In’ signals an arrival at a location in
return 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!

5. Preferred Location: Where would your
customer 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!

6. Near Field Communications (‘NFC’) enables
sophisticated 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!

7. Access over ownership
means media can be
consumed 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!

8. NFC will enable music and video to be placed
virtually 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!

9. ‘Predictive Personalisation’ is individual offers
based 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!

10. ‘Intelligent Objects’: NFC and augmented
reality 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!

11. Coupons & rewards are integral to location
marketing 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!

12. 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 courses
About 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!