This document discusses how location-based mobile marketing strategies like check-ins, location-based social networks, and geo-targeting can be used to build businesses. It provides examples of how companies like restaurants, public transit agencies, and sports teams have used strategies like check-ins, virtual rewards, and analytics to drive customer engagement, foot traffic, and sales. The document also notes that while location-based mobile marketing is still in its early stages, it has the potential to be an important tool for local businesses to connect with customers.

1. Mobile Marketing
and building your business

2. …Rose is a Rose
• Location-based Services (LBS)
• Location-based Social Networks (Lo-So Networks)
• GeoSocial, GeoLocation, Geo-Aware
• Check-in Networks

3. Social Networks:
Interact, share information and connect based on physical coordinates

4. Play the Game
• Check-in
• Share comments, opinions, tips, photos
• Auto-post to Facebook, Twitter, Flickr
• Rack up, Pick up, Drop off:
– Points
– Credits
– Badges
– Items

5. The Big Dogs
(or Kangaroos)
-V-

6. Creep Factor
• Perception of privacy is changing
• Stated Privacy Policy

7. Hyper-Local
• Driving local business
– Brick & mortar
– Location independent
• Driving foot traffic
• Rewards driven
– Game-driven
– Discounts and deals
• Mobile ads and promotions

8. Digital Loyalty Rewards
• Loyalty Royalty: Foursquare ‘Mayor’ gets a free beer and pizza
• Punch card: Every 10 check-ins gets 50 % off
• Coupon: Check-in ‘unlocks’ digital discount coupon – show at
register
• Raffle: Every person checking is entered in drawing to win iPad

9. Analytics
Thanks to AJ Bombers (@AJbombers) for allowing us screen grabs of their Foursquare Dashboard view

10. tasti D-lite

11. Bay Area Rapid Transit
• Riders checking in at BART stations
entered in drawings for $25 BART
commuter cards
• Cross-promotion partnerships with
area venues
• Tips and recommendations about
venues near BART stations
Custom BART Foursquare Badge

12. New York Nets
CAMPAIGN:
• Free virtual tickets (500) awarded for check-ins at
sports-related spots, like sports bars, parks and gyms
• Virtual tickets exchanged for real tickets &/or t-shirts &
other prizes
RESULTS:
• Positive Twitter/Facebook stream & photo posts
• Additional concession/merchandise sales
• Fills seats (approx. 80) that would have otherwise
been empty
Thanks to VaynerMedia (@vaynermedia) and the New York Nets (NOT NewYorkNets on Twitter) for sharing their story.

13. Today
• 4% of U.S. adults online have used location check-ins
– 1% checking in once a week or more
– 80% male
– 70% between the ages of 19 and 35
• Early Adopters
– Facebook & Twitter

14. Mobile Marketing
It’s still marketing.
It’s still business.

15. Tweet Me Friend Me Link Me Call Me
• @Lynnelle and @BoldBusiness
• Facebook.com/Lynnelle
• LinkedIn.com/in/LynnelleWilson
• Facebook.com/BoldBusiness
• BoldVisionConsulting.com
• 1-207-221-3492 or lbianco on Skype
Lynnelle Wilson
Bold Vision Consulting, Inc.
Integrating New Communications into Traditional Businesses
Consulting, Training and Speaking
Other Projects by BVC, Inc.
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