3. What characteristics must be present
to make a SoLoMo campaign a
success?
Identify what people care about : get
cash back on their AmEx cards.
Offer something appealing:
local, simple, life sharing
experience, expressing the traditional
shopping.
Keep it simple: shoppers simply need to
link their AmEx card to their Foursquare
account and check-in to participate.
4. Develop the customer’s loyalty and
affection for the brand: permitting small
businesses to expand their company out
of the physical borders that limit the
store, creating word of mouth and
developing the brand image.
Don’t offer just discounts but something
useful or needed: Cash- back, financial
rewards.
5. How can success be defined –
participation, revenue, PR – other?
Revenue = PR + Participation
PR: developped online promotion and
image
Participation: word of mouth of the
brand (of small businesses)
6. Can the concept be applied to the
hospitality industry?Yes, under what
conditions?No, why not?
YES!!
It is a service industry
A B2C industry
It improves guest experience
It develops touch points with the
customers
7. Conclusion
SoLoMo is the new trend.
Useful, easy and cheap.
It increases connection between
people, exchange of mutual values and
builds relationships over time.
