Mindset Marketing: Unlocking the Consumer based on Time & Place, Denny Reinert w/Placecast #IDSD

Mindset Marketing:
Unlocking the Consumer based on Time & Place

#IDSD
InteractiveDaySanDiego.com
© 1020 Inc., Proprietary and Confidential, 2009

Agenda

Placecast Company Overview
Consumer Research
Location-based Mobile Marketing: ShopAlerts
Measurement
Program Implementation

#IDSD © 1020 Inc., Proprietary and Confidential, 2009

Company Overview

History Technology Focus

Founded 5 years ago in San Proprietary technology can Location –based targeting
Francisco digest any expression of solution focused on brands,
Funded by top tier location and formulate a publishers ,and media
investors – OnSet Ventures, normalized output companies
Voyager Capital, and
Quatrex Capital


Placecast’s Position in the Location-based Space
We are a white-labeled mobile marketing solution for
brands utilizing SMS to reach a broad base of users
(not a mobile network, app developer or consumer brand)
Established our position as a thought leader with our
Location-based Marketing Research Series
• Location-based Advertising 101
• Location-based Marketing for Retailers
• The Alert Shopper Series
• 2009 Shop Alerts Consumer Survey Results


What is ShopAlerts?
ShopAlerts is an opt-in, location-based
mobile marketing solution designed to reach
consumers when they are in an ideal mindset

“Mindset Marketing” Benefits:
• Creates unparalleled relevancy tied to time and place
• Delivers tailored offers based on location
• Leverages a brand’s existing content & marketing plan
• Turnkey


ShopAlerts Platform Components
Message Geo-Fencing Consumer
Management & Set Up & Management Preference Module
Reporting

Message Trafficking Any location Opt-in
Delivery, Any time Preference &
management. And frequency controls
optimization Strategy based on:
– Location types Category-specific
Reporting messaging
– Population density
– Participants
– Traffic patterns CRM Integration
– Locations
– Message Volume Predictive analytics
– Message Type


2009 ShopAlerts Consumer Survey Results


Sample Set
37% of participants were 25-34 YRS
• Age is reflective of device ownership; at time of survey program was limited to
users with AT&T Blackberry devices
Respondents were nearly evenly divided between men and women

Age Gender
40%
37%
35% 33%
30%
25%
20% 18%
Female, 49%
15% 13%
Male, 51%
10%
5%
0%
18-24 25-34 35-44 45+
n=171


SMS Open Rate
High level of consumer attention to ShopAlerts
• Nearly 60% opened messages upon receipt

When you received Placecast Alerts did you typically...
0% 10% 20% 30% 40% 50% 60% 70%

Immediately opened them 59%

Saw that they were from Retailer and decided to open… 23%

Sometimes ignored and sometimes read to see if the… 11%

Sometimes ignored and sometimes read based on… 7%

Sometimes ignored and sometimes read based or what… 1%

Ignored them 0%
n=133


ShopAlerts Research: Location increases relevance and appeal

How do you feel about the fact that the messages were sent to you
based on your location?
Very Positive: It made them
much more useful/relevant
4%
10% Positive: I like discounts and
they were more likely to be
35% appealing
Somewhat positive:
14% Sometimes made them more
useful, sometimes not
Neutral: Didn't make a
difference

Neutral: I didn't realize
messages were based on my
location
37%
Negative: It seemed intrusive


ShopAlerts Research: Phone as lifeline; Program is cool/useful
Text messages preferred over email; Phone considered best way for retailer to
communicate with consumer

Would prefer other mode of communication

Phone is too personal and I do not want companies contacting
me this way

Reaches me at the right time, right place

I prefer text messages over email

Useful

Cool, seems innovative

My phone is my lifeline and the most important way to reach
me

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0 - Does not describe at all 1 2 3 4 5 6 7 8 9 10 - Describes very well


65% made a purchase as a result of a ShopAlert

The alerts increased overall shopping activity: 21% bought the exact item
featured, while 38% bought something else and 6% bought the exact item and
something else
After receiving a ShopAlert, did you purchase something at the
retailer?

Yes, I purchased an item featured in a
21% text message

35% Yes, but I bought something different
than what was featured in the text
message
Yes, I purchased an item featured in a
text message and something else

No
6%
38%


What consumers like about location-based mobile marketing?
1. It’s permission-based. Consumers opt-in and set their
frequency and message preferences.
2. It’s convenient. They’re time-starved and want to know
about promotions and offers where and when it matters
most.
3. It’s relevant. They receive information, promotions, or
discounts that are most interesting to them.


Location-based Mobile Marketing:
ShopAlerts


What is a Geo-Fence?
Geō-fence noun : a field around any location set to trigger a personalized
marketing message to a consumer entering or exiting the defined area.

How it’s created:
• Upload location addresses
• Proprietary translator creates a “Place Profile”
• Program the desired geo-fence around a location

Flexibility:
• Geo-fences can be created around any location
• Add, remove & optimize geo-fences

Geo-fencing Strategy:
• Based on program objectives, trade areas, and
customer demographic/psychographic profiles


Geo-Fencing Example

We’ll help you create customized virtual geo-fences for ANY
physical location. Where are your customers most likely to be?

EXAMPLE:
Geo-Fence Surrounding
The North Face
1023 1st Ave
Seattle, WA 98104


The North Face Geo-Fencing Strategy

POI Categories:
 Red TNF store
 Green campground
 Blue malls
 Yellow ski area
 Brown hiking
 Black stadiums & arenas


Flexible Promotion & Opt-in
Retail brands promote the program across virtually any consumer touch
point. Opt-in can be initiated by SMS, Web or Mobile Web.
Consumers opt-in to receive messages
from their favorite retail brand

Mobile

Social Networks

SMS

Web & Email


ShopAlerts User Experience
Consumer Geo-fence is Dynamic message
triggered delivered
Opts-In
w
TNF: Endurance
runners, the Refraxion
jacket offers maximum
motion & comfort. Get
it @TNF Seattle.
http://bit.ly.ygswmrg

Customer opts-in to She is in her She receives an SMS
ShopAlerts through neighborhood, at a alert on her phone
your shopping center, or Message presents a
– Web site traveling personalized offer
– Social Network Triggers the geo- Dynamic message-
– SMS or email program fence set by agency promotional, branding,
– Web or mobile banner and/or brand sponsorship or a
– Inside store locations: reminder
window signage, POS Option to leverage
cards, receipts, etc.
digital assets & WAP

Methods of Measurement


Methods of Measurement

Customized Customer Research Report
 Program Scorecard – (Qualitative)
 Consumer Insights
Location-Based Analytics
 Store Visit Frequency – (Quantitative)
 Where your customers spend time


Monthly Program Scorecard
Metric Description Expression
Brand Preference Control vs Test (baseline % Lift (cross-tab
profile + survey) available)
Purchase Intent Control vs Test (baseline % Lift (cross-tab
Likelihood to Recommend Control vs Test (baseline % Lift (cross-tab
Store Visit Frequency Control vs Test (based on Visits/per time
location triggers) period (by group)
Promotion Redemption Redemptions compared Volume comparison
against location triggers by promo code
(unique code or control
vs test)
Event/Sponsorship Activation Promotion of an event Based on program or
by location brand research

*** Customized for each program


Location-based Analytics
Key Metrics include…
• Active participants
• Opt-ins
• Opt-outs
• Volume of messages delivered
by location and location type
• By day of week
• By time of day
• Volume of triggers by location
and location type
• Trigger – notification that
opt-in consumer is within a
geo-fence where a message
is not delivered due to
business rules (frequency
set by brand and consumer
preferences)
• Trending across all key metrics


What’s involved for our partners?
Program Development Stage: 30 Day Implementation
On-site program training and kick off session
UX approval (web, WAP, SMS)
Recruiting messaging and creative approval (display, SMS, soc nets, email)
Legal review of T&Cs, FAQ, & Privacy Policy
Collaborate on geo-fencing strategy
Collaborate on messaging strategy
Approval of marketer-specific research questions
Estimated time per week > 2-3 hours

Program Management Stage: Post-implementation
Weekly reporting review sessions
– Recruitment reporting
– Messaging reporting
– Research findings
Customer service review
Ongoing message review and approvals
Monthly Program Scorecard Review Sessions
Estimated time per week > 45-90 minutes

Summary
1. Ensure consumers know about your current promotions
2. Increase location traffic and generate incremental revenue
3. Measure its impact on your brand, purchase intent, traffic,
and gain valuable insights
4. Minimal time commitment required
5. It’s cost-effective


Thank You

#IDSD


Mindset Marketing: Unlocking the Consumer based on Time & Place, Denny Reinert w/Placecast #IDSD

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