1. The Essential Guide to
… in 20 minutes

4. 01 LBS 02 LBM
The LBMA
Wikipedia

5. Over 50% of all Internet connections
are now location enabled
smartphones
Data sources (a.o.)
20% of all search is mobile
Mobile users 45% more likely to
search local
20% of foot traffic visits a
store in response to a
location-based ad
55% of people are willing
to travel 15 minutes for a
10% discount

6. Don't Use Retail
Online Purchase
Reasearch Online
11% 7%
Search Online
before Shopping Retail Purchase
Offline
89%
93%

8. Asset To Examples
Search & (Geo-)social
Shop, restaurant, locations
platforms
Products, merchandize Online information/commerce
Real-time Inventory
Mobile platforms
information
Staff (Geo-)Social Media

9. Total views in 6 months Provides useful additional information?
4%
ja
96% nee
Ease of use?
0% 8%
onvoldoende
voldoende
50% 42%
goed
uitstekend
Use again?
4% 4%
ja
nee
92%
Twijfel

10. Who? How? Push Pull Example
Customers Check in, Tweet, Tag
Merchant or Mall Indoor Positioning
Subscriber Opt-in,
Carrier or Partner
Geofence
Ad Network Display & Search

11. • Six million subscribers (23% of total)
• 300K coupons sent for 50% off a coffee
• 14% redeemed the coupons
• 93% of users said they recalled the ad

12. How? Example
Location-Focused Social Media Analysis
Geo-social Platforms’ Merchant Dashboards
Location of Search Trends in Google, Tweets
Crowdsourced Field Research

14. Local Advertising,
In-store signage
& magazines
Print
Local Billboards,
Narrowcasting
In Shop:
Display Window,
Staff, Shelf Space, Out of
Mobile
In-store traffic Home
flow, Music,
Scent, POS
Routing, Check-ins,
Tweets, Coupons
Online
Mobile site, Search,
Social (Like, +),
Reviews, Group buying

15. In Shop
Mobile Print
Shops,
Restaurants,
Hotels,
Stations,
Outlets, etc.
Out of
Online
home

16. • 184,000 participants in 12
week period at BWW
• 1 in 3 users returned to play
• 20,000 User Generated
Challenges
• 100 million impressions via
Facebook and Twitter
• Brand Engagement: On
average, a player spent 90
seconds per challenge= 3.6
years
June 2011 | Slide 5 of 5

17. What? How? Example
Points, Kickbucks, foursquare
Loyalty Reward badges, etc. Providing exclusive
privileges
Of Offers, Deals, Specials, Mobile
Deal redemption Coupons, etc.
Or Non Cash (e.g. merchandizing)
Sales Cash Credit (e.g. PayPal, AMEX)

18. Attract & Transact Retain
Link Locate Listen Engage
Locations to User check-in Local-social In Shop Loyalty reward Link to Loyalty
platforms Merchant media analysis Print Ads Redemption programs,
Products to indoor Platform Deals
Out of home Sales platforms, POS
online assets positioning merchant
dashboards Online ----- Social CRM
Inventory to Carrier
mobile positioning Benchmarking, Mobile Ads NFC -----
platforms Ad network trends, user Creative QR Embed
Staff to social targeting influence, Campaign Successful
reputation POS
media ---- Incentives
Location of PayPal
Game Setup Daily
Google search, Facebook credit Deals
Tweets Dynamics
Social Get your PR
Crowdsourced Moment!
field research interaction
Staff training

20. Web-Based Narrowcasting Community