ludvik+partners geomarketing

8/8/2019 Ludvik+Partners GeoMarketing

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GEOMARKETINGGEOSALES:WHATS NEXT?
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There are 4 BILLION mobile phone ownersthats half the population ofthe planetand 25% of them access the internet exclusively throughtheir phones.

Mobile web usage in the U.S. grew 110% last year.

60% of U.S. mobile internet usage is for social networking, followed by

search portals (14%), messaging (8%), and other uses (18%)

MOBILE PHONES HAVE ENRICHED AND EMPOWERED USERS WITHTHE POWER OF THE WEB WHEREVER THEY GO.

THE WEBHAS GONE

MOBILE
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Users are now increasingly turning to the web to interact with the worldimmediately around them. Local mobile search is growing exponentially at50% every year, with 1.5 billion local searches every month in 2010.(U.S. market)

Growth in local mobile content has been led by Online Directories (up73%), Restaurants (up 70%), Maps (up 63%), and Movies (up 60%).

(U.S. Market)

MOBILE PHONES HAVE BECOME AN INTEGRAL TOOL FOR HELPINGPEOPLE NAVIGATE THE WORLD AROUND THEM.

Marketers need to know how consumers want to use this tool to interactwith the world. Is search the top priority? Socializing? Gaming? Theseelements dont have to be prioritized over each other, however. Rather, ingeolocation, they can be used in concert to captivate the consumer whileadding value.

THEWORLD IS

SHRINKING


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Mobile phone users are turning to geo platforms that COMBINE socialnetworking, gaming and search for the purpose of local exploration. Infact, almost half of the current market behavior is gravitating towardsgeolocation. Quite simply, geo platforms allow people to interact with thepeople and businesses in their vicinity utilizing:

CROWDSOURCING

Content is created by mobile device users and businesses in the form ofreviews, coupons, activities, etc.

GEO-LOCATIONPlatforms track and reect users locales through some form of map orGPS technology. Think custom Yellow Pages.

SOCIAL PROOF

Platforms allow businesses and users to know what others are doing,determine how thats relevant to them and respond accordingly.

THE WEB,LOCALIZED


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FOURSQUARE is the largest geo-networking platform,encouraging users to check in at real sites byawarding badges, honorics and discounts.

Foursquares most direct competitor, GOWALLAencourages users to check in at places to unlockvirtual items that can be redeemed for actual products.

FACEBOOK PLACES works to create moments of socialserendipity, as users can locate people or brands intheir networks, check in with them and tell others.

LOOPT allows users to nd each other using GPStracking, facilitating meetups. Loopt also connectsusers to integrated content from Zagat, Citysearch, etc.

YELP is the most popular user-generated review site forpeople to learn about the businesses around them viaother users, integrating socializing and check-intechnologies.

WHO WILLBE THE

GOOGLE OFGEO?


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SHOPKICK contains a new virtual currency calledkickbucks which can be redeemed for Facebookcredits, iTunes Gift Cards, travel vouchers or donationsto charities.

BRIGHTKITE is a geo-networking platform that awardsusers various levels of badges. It utilizes new

augmented reality technology for mapping.

MYTOWN enables users to build a virtual town or citywith real world-based landmarks and act as a virtualentrepreneur. The app has been likened to monopoly.

SCVNGR is a game that allows users to completelocation-based challenges and share reviews, earningpoints redeemable for retail promotions and discounts.

WHRRL users interact with societies of people basedon interests or check ins. Rewards, fun facts andreviews add to indexed local consumer insight.

LOOKINGFOR A

CHALLENGE


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KNOW EXACTLY WHERE YOUR CUSTOMERS ARE, WHAT THEYVEPURCHASED FROM YOU, AND SEND RELEVANT PROMOTIONS AT THEMOMENT THEY ARE MOST LIKELY TO USE THEM.

92% of phone owners cannot get through a typical day without using theirphones. Mobile phones are within arms reach 80% of an average usersday. While still in their infant stage, geo platforms are used by 4% of

online users and growing.

Big players are jumping into the geo-located world. Twitter has addedgeo-located tweets, Google has added real-time GPS geo-tracking, andFacebook recently rolled out robust new geo functionality in its Placesfeature.

THE POWEROF GEO

PLATFORMS


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Foursquare and Starbucks teamed up to reward frequent customers withthe Barista badge and ofcially turned on the rewards side of Starbucksexperimental loyalty program with the rst-ever nationwide mayor special($1 off Frappucinos).

Some Starbucks locations have even created real-world perks andrecognition for their customers, such as mayor parking spots and signage

for their most loyal followers, demonstrating PR and CRM savvy. Thishelps Starbucks forge most lasting connections to its customers.

GEO-MARKETING

BESTPRACTICES:#1


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Gowalla partnered with Sweet Leaf Tea to entice Austin, Texas-area usersto check-in at various locations to nd virtual Sweet Leaf Tea cansredeemable for real cans at the Sweet Leaf Tea HQ (in Austin).

Gowalla also partnered with the InterContinental Hotels Group for its Hitit Big promotion, which offered rewards such as retail gift cards anddouble air miles to guests who stayed multiple nights at any of the

participating IHG hotels family.

Both brands and Gowalla were able to denitively show the effectivenessof these marketing initiatives.

GEO-MARKETING

BESTPRACTICES:#2


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GEOMARKETING AS CUSTOMER RELATIONS MANAGEMENT (CRM)Monitor conversations among consumers as well as manage customerservice.

IMAGINE: a customer expresses dissatisfaction with a product whileengaging with it in a store. An employee can now approach him momentslater to address the issue directly.

GEOMARKETING AS INVENTORY MANAGEMENT Use geo platform datato learn real-time demand for ones products and adjust for inventorylevels.

IMAGINE: a hotel is underbooked, but you can build buzz by giving awaya free room on a geo platform with instructions for the lucky participant tovisit the hotel spa, restaurant and bar for further discounts.

GEO-MARKETING

STRATEGIES


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GEOMARKETING AS EXPERIENTIAL BRANDINGUse geomarketing to increase awareness via actual usage, a crux ofbranding.

IMAGINE: Coca Cola partners with Foursquare to add a Coca-Cola check-in, allowing users to check-in whenever they drink a can of Coke,broadcast this to other users and make comments.

IMAGINE YOUR BRANDS GEO POSSIBILITIES

GEO-MARKETING

STRATEGIES


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The advantages for organizations are compelling: Geo platforms allowusers to customize their interactions based on their locations andpersonal activities.

Just as importantly, these tools allow businesses to closely monitorcustomer behaviors and tailor actions to serve their specic needs.

REMEMBER: the reason most marketing messages fail to closesales is that they are untargeted. Geo platforms allow businessesto deliver relevance and personality.

Marketers can now identify, reach and reward their most inuentialconsumers in the most tangible way possible: in real time, on their mobilephones, when they are at the point of purchase.

THE GAME IS ABOUT TO BE CHANGED. AGAIN.

LEVERAGETHE POWER

OF LOCAL


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Ludvik + Partners provides value by assessing yourcompanys overall marketing theme and determining astrategy that helps GEO deliver on fundamental objectives.

CREATIVE ADVERTISING REDEFINED.48W 20th Street / New York, NY 10011 / T: 347.586.9862 / F: 917.351.1214 / www.ludvikplus.com

ARE YOU READY

TO GO LOCAL?
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SOURCES1. Erick Schonfeld (Jan 5, 2010) U.S.

Mobile Web Usage Grew 110 PercentLast Year; Apple Dominates, AndroidNo. 2

2. BRAND AUTOPSY MARKETINGPRACTICE: Digital Discounts(Foursquare & Gowalla)

3. By Barbara De Lollis (May 19 2010)USA TODAY: InterContinental HotelsGroup bets on Gowalla for major summerpromo

4. Kipp Bodnar (July 22, 2010)HubSpot Blog: 11 Mind-Blowing MobileMarketing Infographics

5. Sam Taggart and AJ Vaynerchuk(Apr 21st) VAYNERMEDIA: Early ProofThat Geolocation Marketing Will Succeed

6. By Neil Vidyarthi (June 2nd, 2010)Social Times Your Social Media Source:Booyahs MyTown and Location-BasedGames Are A Possible MarketingSensation

7. By Chris Sherman on (March 31, 2010)Engage Digital: Booyah Partners WithTravel Channel To Promote MyTown

8. Matthieu Soule (July 13, 2010)Atelier: Booyah's Secret Gaming RecipeCould Make it the Next Zynga

9. Alycia de Mesa (Oct 9, 2006)brandchannel: Yelp Networking

10. Jessica Dolcourt (Dec 2, 2009)CNET Reviews: Yelp live in BlackBerryApp World

11. Glenn McBride (04.14.10)Chicago Now: 3 steps for using Yelp topromote local businesses

12. Claire Cain Miller (Dec18, 2009)The New York Times: Google Said to BeNear a Yelp Deal

13.Erick Schonfeld (Jul 14, 2010)TechCrunch: Groupon, Twitter,Foursquare, And Yelp Will Convene AtThe Social Currency CrunchUp

14.Tom Krazit (Dec 6, 2009)CNET NEWS Google Favorite Placescoming to window near you

15. GroundTruth (April 21, 2010)Ground Truth: Half of All Time Spent onthe Mobile Internet is on SocialNetworking Sites. Engagement withmobile social networks surpasses thatof Facebook and MySpace.

16. Brightkite (Oct 15, 2009) BrightkiteAugmented Reality comes to youriPhone!

17. dna 13 on (Mar 16, 2010)Geolocation Ups the Ante for Real-TimeCRM

18. RICG (July 28, 2010) Geo-locationsocial networks have great potentialfor future

19. Dan Frommer (Aug. 17, 2010)Business Insider SAI: Facebook'sLocation Product Could Be A BiggerAttack On Google And Yelp Than OnFoursquare

20. A. Fowler (Sep 20, 2010)The Wall Street Journal: App Watch:Geo-Location Checks In At College
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-truth-half-of-all-time-spent-on-the-mobile-internet-is-on-social-networking-siteshttp://blog.brightkite.com/2009/10/15/brightkite-augmented-reality-comes-to-your-iphone/http://blog.brightkite.com/2009/10/15/brightkite-augmented-reality-comes-to-your-iphone/http://blog.brightkite.com/2009/10/15/brightkite-augmented-reality-comes-to-your-iphone/http://blog.dna13.com/bid/31418/Geolocation-Ups-the-Ante-for-Real-Time-CRMhttp://blog.dna13.com/bid/31418/Geolocation-Ups-the-Ante-for-Real-Time-CRMhttp://blog.dna13.com/bid/31418/Geolocation-Ups-the-Ante-for-Real-Time-CRMhttp://www.ricg.com/marketing_articles/digital_marketing/geo_location_social_networks_have_great_potential_for_future/http://www.ricg.com/marketing_articles/digital_marketing/geo_location_social_networks_have_great_potential_for_future/http://www.ricg.com/marketing_articles/digital_marketing/geo_location_social_networks_have_great_potential_for_future/http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://blogs.wsj.com/digits/2010/09/20/app-watch-geo-location-checks-in-at-college/http://blogs.wsj.com/digits/2010/09/20/app-watch-geo-location-checks-in-at-college/http://blogs.wsj.com/digits/2010/09/20/app-watch-geo-location-checks-in-at-college/http://blogs.wsj.com/digits/2010/09/20/app-watch-geo-location-checks-in-at-college/http://www.businessinsider.com/facebooks-location-product-could-be-a-bigger-attack-on-google-and-yelp-than-on-foursquare-2010-8http://www.ricg.com/marketing_articles/digital_marketing/geo_location_social_networks_have_great_potential_for_future/http://blog.dna13.com/bid/31418/Geolocation-Ups-the-Ante-for-Real-Time-CRMhttp://blog.brightkite.com/2009/10/15/brightkite-augmented-reality-comes-to-your-iphone/http://www.groundtruth.com/ground-truth-half-of-all-time-spent-on-the-mobile-internet-is-on-social-networking-siteshttp://news.cnet.com/8301-30684_3-10409904-265.htmlhttp://techcrunch.com/2010/07/14/social-currency-crunchup/http://www.nytimes.com/2009/12/19/technology/companies/19yelp.html?_r=1http://www.chicagonow.com/blogs/and-then-what/2010/04/yelp.htmlhttp://reviews.cnet.com/cell-phone-accessories-ringtones-blog/?keyword=Yelphttp://www.brandchannel.com/features_webwatch.asp?ww_id=299http://www.atelier.net/articles/booyahs-secret-gaming-recipe-could-make-it-next-zyngahttp://www.engagedigital.com/2010/03/31/booyah-partners-with-travel-channel-to-promote-mytown/http://www.socialtimes.com/2010/06/booyahs-mytown-and-location-based-games-are-a-possible-marketing-sensation/http://vaynermedia.com/2010/04/early-proof-that-geolocation-marketing-will-succeed/http://blog.hubspot.com/blog/tabid/6307/bid/6258/11-Mind-Blowing-Mobile-Marketing-Infographics.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+HubSpot+http://travel.usatoday.com/hotels/legacy/2010/05/holiday-inn-hotels-intercontinental-hotels-group-and-gowalla-promotion/1?csp=34travel&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+UsatodaycomTravel-TopStories+http://brandautopsy.typepad.com/brandautopsy/2010/04/recognitionisthenameofthegame.htmlhttp://techcrunch.com/2010/01/05/quantcast-mobile-web-apple-android/http://www.linkedin.com/company/ludvik-+-partners?goback=.cps_1249683067473_1http://twitter.com/ladvertisinghttp://ludvikplus.com/

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