Digital Marketing First 2010 power demo. Be sure to check out our other presentations.

1. LBi 1
Location Based Marketing: what’s in it for me

2. It’s all about relevance

3. It’s not that traditional media
that are dead (although
some of them smell rather
funny).
It’s unwanted, irrelevant
interruptions and stupidity
that we are fed up with.
By the way, who came up
with that stupid concept of
“Display Advertising”?
Isn’t all advertising (except
radio) display?

4. Display
Search
Classifieds
DM
Relevant Advertising
Irrelevant Advertising
versus

5. EXTREMELY
irrelevant

6. EXTREMELY
relevant

7. It’s about building respectful
relationships with customers,
based on relevant
communication, providing
value for both sides, without
annoyance or intrusion.
And it is finally possible today.
Location Based
Services
(relevant now and here)
CRM
(relevant for who I
am)
Peer-Pressure and
Peer-Guidance
(because I trust my social
network more than I trust brands)
Brands as
Friends
(because you tell me
stories and provide me
with real value)
any kind of (creative) format
RELEVANCE MARKETING
Who? Me!Where? Here!
When? Now! What? Search! Apps!

8. Types of Location Marketing

9. The start ... technology-driven LBS
• “Proximity Based Marketing”
• Machine-driven
• Centralized models
• Top-down
• Traditional phone experience
• “Campaign”
• Solitary (one2many)

10. Case Thomas Cook - Proximity Based Marketing
• World Travel Conference
• 2000 attendees
• How to interact with attendees?
• How to manage?
• Fast and efficient
• Welcome messages
• Timed announcements
• Departure messages
• 4 interactive zones
• Targeted announcements
• Real Time Statistics => adaptations

11. Case – BlueFi - Proximity Based Marketing
• Annual Sales period (2 weeks)
• 20 hangout locations Bangalore
• Telecom provider
• Segmentation of customers:
• Lower End
• Mid Segment
• High End
• Relevant communication to each of them
• Offers that matched their profiles

12. Case – BlueFi - Proximity Based Marketing
• Activations to turn on Bluetooth
• Walk in our outlet on the 2nd floor for offers and surprises right now
• Bluetooth activation from 20 to 150% increase
• 45% increase in footfall with Bluetooth turned on
• +50.000 engagements
• +4.000 store visits

13. A no-brainer: background LBS
• App-driven
• De-centralized models
• Bottom-up / top-down
• Great experience
• Social
• Relevance, relevance,
relevance

14. Case – Starbucks: Mayor discounts & Barista badge
Starbucks
Barista badge

15. The boom today: Check-in Services
• People- and business-driven
• De-centralized models
• Bottom-up
• Rich experience
• Relationship, engagement,
loyalty
• Social
• Incentive-based (badges,
coupons, ...)

16. The boom today: Check-in Services

17. The boom today: Check-in Services

18. The boom today: Check-in Services

19. Case – Tasti D-Lite & FourSquare
• Tasti D-Lite=Frozen dessert
• TastiRewards
• Extended Loyalty Program
• Associate Twitter &FourSquare
with your membership card
• Earn extra points for purchases
• Autotweets

20. Checkin-in is not just about location

21. Case – RunKeeper: No Check-In FourSquare Badge
• RunKeeper = App tracking fitness routines
• Exclusive badges without having to check-in but for doing something!
• Complete a marathon? => badge
• One pair of “trainers” is checking in at points and sends updates
• First at venue = free trainers

22. Checkin-in is not just about location

23. Checkin-in is not just about location

24. Case – Jimmy Choo - Treasure Hunt on FourSquare
• Jimmy Choo = Shoe stores in London
• One pair of “trainers” is checking in at points and sends updates
• First at venue = free trainers

25. What’s next?

26. Case – Beware of the marketing GAP!
• Gap
• BlackMagic Event
• 25% Foursquare & Twitter & FB discount
• Foursuare=Show you check-in @ cashier
• Facebook= print out coupon
• Twitter= discount code at cashier
• … the code your phone gave me actually
didn’t work

27. Case – Beware of the marketing GAP!

28. Some Issues
• Saturation?
• Privacy? Security?
• Value proposition?
• Spam (yep, I am talking to you, advertisers!)

29. FootPath Technology gives answers to:
• Do shoppers at Innovation also visit Marks and Spencer?
• Will shoppers go out of their way to visit Starbucks?
• Or do they visit the closest coffee shop?
• Would our centre benefit from the inclusion of a bookstore?
• How do tenant relocation decisions effect overall centre sales?
But as well:
• What path do customers follow within Marks & Spencers?
What if we would merge
LBS & FootPath Technology?

30. What if we would merge
LBS & FootPath Technology?

33. Conclusion
• Location, Location, Location. Right, but the actual value will be
in tagging items, objects, brands, artists, media, content, ...
• Location will be one of the key drivers of relevance marketing
• We will see all flavors of LBS (back-ground, user-driven, ...)
• The industry has to take care not to fuck up
• create value (and incentives)
• don’t see this as the next Holy Grail (well, it is, but not for you,
for the user!
• Users will have to find a balance between privacy and
convenience

34. Thank you