the ultimate 30 minute guide to location marketing

ASIF R. KHAN

Founder & President

@AsifRKhan or @TheLBMA on twitter

www.TheLBMA.com

WHO ARE WE?

The global trade association that unites

location-based media, platforms and brands

350+ members350+ members

Toronto, New York, San Francisco, Amsterdam, London, Singapore

35% agencies, retailers, brands

40% location platforms

20% DOOH, Print, TV, Billboard

01 LBS

A location-based service (LBS) is

an information and entertainment

service, accessible with mobile

02 LBM02 LBM

Location-based marketing (LBM)

bridges the gap between all forms

of marketing media. Inclusive of

Location-based marketing (LBM)

bridges the gap between all forms

of marketing media. Inclusive of service, accessible with mobile

devices through the mobile network

and utilizing the ability to make use

of the geographical position of the

mobile device

of marketing media. Inclusive of

social media, internet, and real life

interaction

of marketing media. Inclusive of

social media, internet, and real life

interaction

Wikipedia The LBMA

IN-STORE

IN-STORE

QR/BARCODE

QR/BARCODE

MOBILEMOBILE

DOOHDOOH

AGENCY/BRANDSAGENCY/BRANDS

BILLBOARD

BILLBOARD

CELL TOWER

CELL TOWER

PRINTPRINT

RADIO/TV

RADIO/TV

COUPONS

COUPONS

VENUESVENUES

DATA MININGDATA

MINING

LOCATION TODAY

Source: Bynd.com

LOCATION TOMORROW

Source: Bynd.com

SOME MORE DATANearly 1 in 5 Smartphone Owners Access Check-In

Services Via their Mobile Device

18-34 Year Olds Account for Nearly 60%

of Check-In Service Users

70% of Mobile Users “Checking-In” from an

Sources: ComScore, Navteq

8% (20M) have used their mobile phone to interact with an out-of-home advertisement (QR, video, etc.)

70% of Mobile Users “Checking-In” from an

Android or Apple Phone

92% of retail sales are still made in-store, which

makes mobile an ideal platform to capture

shoppers with location-based deals and offers.

Deals Are Indeed Important

But Not Unless It’s Right For You

LBM Starts With Gamification

People Still Like Trivia

Integrate With Retail Brands

Birds Of A Feather

•Magic Places

•NFC = BUMP

•Unlock Levels

•Local Leaderboards

Scavenger Hunt Anyone?

Think Augmented Reality

Location Based ListeningQuick Serve & Fast Casual

• Number of Brands: 34

• Locations: 11k in US• Locations: 11k in US

• Monitored Sources: 22k+

Consumers Check-ins Reviews

12.3Million

4.3Million

51K

Brand Analysis – Chipotle Mexican GrillLocations 1026

Check-ins 339K

Facebook Fans 11K

Twitter

Followers

124K

Reviews 2,173

43%

33%

24%

Top Channels

Foursquare Gowalla Yelp

29%

23%15%

14%

10%

9%

Age

Demographics

26-35 18-25 51-65

13-17 36-50 65-100

57%

41%

2%

Age

Demographics

Female Male Unknown

Like, Link, Love

Completing The Redemption Cycle

LBM: An Evolution In Customer Data

Summertime is PepsiTime

•Social Media & TV Campaign

•4th of July weekend; Uncle Teddy TV Spot

•TV Spot previewed on Facebook & YouTube

•1stTV Spot to drive users to follow on 4Square•1 TV Spot to drive users to follow on 4Square

•Check-in at ballparks, concert venues, etc.

•Strategic Twitter buys of #Happy4thofJuly

•Also bought takeovers of AOL, Yahoo with

“Uncle Teddy” video directing to 4Square

•1.2 Million views

Think Bigger…Integrate Your Media

THANK-YOU

ASIF R. KHAN - Founder & President

@AsifRKhan or @TheLBMA on twitter

www.TheLBMA.com