location based marketing
TRANSCRIPT
Location Based Marketing
EIS 2350
A (very) Brief History1996: FCC requires cell phone carriersto triangulate the location of users for emergency purposes.
Palm VII is the first device to utilize location based technologywith apps for the WeatherChannel and “TrafficTouch”in 1999.base price: $599 + $29.99 / mo. for 150kb of data
2002, AT&T Launches Go2 Mobile that allows users to locate requested locations around them. (using GPS)
Location Based events were initially for the benefit of the device holder.
What’s close to me?
Where should I eat?
How do I get there?
A (very) Brief History
Along with everything else, this technology went SOCIAL
A (very) Brief History (2008)
Gowalla Foursquare Loopt
Dec 2 2011
Location Based Marketing
48% more likely to engage an ad in their
location
56% more willingto share their
location for morerelevant content
Stand-Alone Platforms
foursquare wins out
How?
foursquare
Founded by: Dennis Crowley & Naveen Selvadurai
Both had initially created Dodgeball (no joke) in 2000 which provided a very similar service (via SMS), but was sold to Google in 2006 and shut down (in 2009).
foursquare was founded in 2009... and gained popularity at
foursquare
Started in only 100 metro areas
Adds a Social component to “checking in”
Mobile
Gaming Aspect (mayor of a location | unlock badges)
Went “worldwide” in 2010
August 2011 Barack Obama joined
Why did it succeed?
foursquare
location provides enhanced user experience
foursquare
PLUS: it allows integration into Facebook & Twitter
foursquare
Allows for Tips/Suggestionson Surrounding and Specific locations
Also allows for PUSH notifications on Special Offers
foursquare
Allows for a “to do” (or “to visit”) list
Earn Points on the Leaderboard (Become the MAYOR!)
Badges!
Other Features
foursquareThere are four types of badges:
foursquare: how to market with it
Each location has it’s OWN PROFILE
CLAIM IT!
Incentives for multiple check-ins
“Welcome Back, we appreciate your patronage, present this coupon for 10% off”
“The Mayor Drinks for Free”
Lure people in that are close by
“I know you’re close to Starbucks, come in to Bongo Java for $1 off a cup of coffee”
foursquare: how to market with it
foursquare: how to market with itfoursquare: how to market with it
Customer Reviews
• Foursquare has 3 million “check-ins” per day
• Allows for Customer Reviews.... however
• Yelp! also allows check-ins and has TWICE as many reviews.
YELP!• Pushed Out by Yellow Pages
• Allows Check-Ins
• More Sortable (by Price, Setting, Cash Only, Offering a Deal, etc)
• STARS! (Polarizing results)
• Bad Reviews. (the power of social)
facebook - check-in
Many of the same features here as well
Most of which we’ve discussed within the facebook lecture
how do you use this for an artist?
how do you use this for an artist?
Jason Aldean campaign long term
Point based | Reward System | Fan Engaging
how do you use this for an artist?
How?Give fans a reason to check-in at a concert, for same reason as restaurants. Then the artists is using their own social media to promote the show. Word of mouth is more effective and motivational than the marketer advertising.
Register(connect it to 4sq or facebook account), connect, check-in at designated places. Jason Aldean's related locations:
SPONSORS (places where wranglers are sold)CONCERT VENUESCDs RETAILERS (walmart, kmart, best buy)
Why?
Everytime you check-in you get 10 points. Points lead to Prizes (and a leader board)
When you check-in, you then get a discount at that store. (this makes the company more money!)
The more you check in, the more discounts/coupons
Plus...
You can win prizes such as: Tickets to a concert, $250 Wrangler wardrobeGift packs from Jason Aldean
how do you use this for an artist?
Sloane, this sounds AMAZING!?!?!
You’d be right, it’s the future
But what happens if the prizes get SO big it would be worth “cheating”
cheaters never prosper...
http://www.my4squarealibi.com/
Until they do.
The API issue
some apps | sites you might want to be aware of
Rewards you for simply “walking into the store”
(recognizes you via a high frequency sound played in the store!)
Earn Cash & Points for Check-ins at
participating locations
Go places. Do challenges. Earn points
The Future?T
Taylor Swift App Development
How could your artist benefit from social?