10 ideas how

to make revenue

with location

marketing

LocationMarketing

LocationMarketing

The ability to market to a specific audience at a defined time in an exact location

The ability to market to a specific audience at a defined time in an exact location

AlfredAlfredAlfredAlfredMePlsMePlsMePlsMePls

LokastLokastLokastLokast

LoopLoopttLoopLooptt

Mobile GPSMobile GPSMobile GPSMobile GPS

Google MapsGoogle MapsGoogle MapsGoogle Maps

FoursquareFoursquareFoursquareFoursquare

Near Field CommunicationsNear Field CommunicationsNear Field CommunicationsNear Field CommunicationsGoogle WalletGoogle WalletGoogle WalletGoogle Wallet

In-store SignageIn-store SignageIn-store SignageIn-store Signage

VouchersVouchersVouchersVouchers

GrouponGrouponGrouponGrouponLiving SocialLiving SocialLiving SocialLiving Social

Voucher KittyVoucher KittyVoucher KittyVoucher Kitty

Facebook PlacesFacebook PlacesFacebook PlacesFacebook Places

O2 MediaO2 MediaO2 MediaO2 Media

InstagramInstagramInstagramInstagram

ColorsColorsColorsColors

PaypassPaypassPaypassPaypass

VoucherChaChaVoucherChaChaVoucherChaChaVoucherChaCha

Motion SensorsMotion SensorsMotion SensorsMotion Sensors

VoucherCloudVoucherCloudVoucherCloudVoucherCloud

WowcherWowcherWowcherWowcher

GowallaGowallaGowallaGowalla

QR CodesQR CodesQR CodesQR CodesTrip AdvisorTrip AdvisorTrip AdvisorTrip Advisor

1

FitnessFirst

O2 media generated over £385k by sending promotional texts to customers in the catchment area of a Fitness First gym. The offer was two days free pass to the local gym. Over 1,100 people signed up. This shows two fundamental principles of location marketing:

1. Opt-in is essential. Location Marketing requires trust between consumer and brand2. The customer expects rewards in return for sharing personal information.

O2 media generated over £385k by sending promotional texts to customers in the catchment area of a Fitness First gym. The offer was two days free pass to the local gym. Over 1,100 people signed up. This shows two fundamental principles of location marketing:

1. Opt-in is essential. Location Marketing requires trust between consumer and brand2. The customer expects rewards in return for sharing personal information.

2

EMIEvanescence

Fans attending a concert use Foursquare to check-in at the venue to reveal a special promotion in the form of a hidden link. They click on the link to reveal a code which enables them to buy an album or merchandise at a discount

1. The concept of ‘checking-in’ is central to Location Marketing. Customers will rapidly accept this when visiting physical spaces.2. The rewards can be supplied by external third parties, not just the venue3. ‘Events’ and ‘Location’ are interchangeable. When I check in to a conference, am I checking in to the building or the event? Marketing must create events to encourage check-ins.

Fans attending a concert use Foursquare to check-in at the venue to reveal a special promotion in the form of a hidden link. They click on the link to reveal a code which enables them to buy an album or merchandise at a discount

1. The concept of ‘checking-in’ is central to Location Marketing. Customers will rapidly accept this when visiting physical spaces.2. The rewards can be supplied by external third parties, not just the venue3. ‘Events’ and ‘Location’ are interchangeable. When I check in to a conference, am I checking in to the building or the event? Marketing must create events to encourage check-ins.

3

IsleOfWightFestival

VIP’s attending Isle Of Wight festival were given NFC wristband’s with £30 pre-loaded. This enabled them to pay for food & beverage at participating vendors, including Jamie Oliver’s Feastival tent.

1. A ‘Location’ can be temporary and occupy a physical space for a short period of time.

2. Brands can pre-load money, keys, tickets or content on to NFC wristbands.

VIP’s attending Isle Of Wight festival were given NFC wristband’s with £30 pre-loaded. This enabled them to pay for food & beverage at participating vendors, including Jamie Oliver’s Feastival tent.

1. A ‘Location’ can be temporary and occupy a physical space for a short period of time.

2. Brands can pre-load money, keys, tickets or content on to NFC wristbands.

4

Car Reservation

A car can be reserved by any one in a car pool by sending a text. The car’s time and location is confirmed. 15 mins before the reserved time, an electronic key is sent which can unlock the car and start the engine.

1. Products such as cars, bikes, clothes and furniture are now being hired rather than sold. People have temporary & specific needs in certain locations.

2. Brands should examine the needs of their customers and whether they could be better served through rental at specific locations.

A car can be reserved by any one in a car pool by sending a text. The car’s time and location is confirmed. 15 mins before the reserved time, an electronic key is sent which can unlock the car and start the engine.

1. Products such as cars, bikes, clothes and furniture are now being hired rather than sold. People have temporary & specific needs in certain locations.

2. Brands should examine the needs of their customers and whether they could be better served through rental at specific locations.

5

Ving Card Hotel Keys

Ving are the global leaders in hotel key swipe cards. They gave 30 of their best customers a phone which could be used as the hotel room key. However, it could also be used to pay for services such as drinks in the bar and the Spa.

1. Certain locations, e.g. hotels, conferences, are the start of a customer journey. The brand should build partnerships to offer additional services. For instance, a hotel could offer car reservations such as on the previous slide. Or a local Starbucks could offer a complimentary drink. A theatre could offer 2-4-1 tickets, and so on.

Ving are the global leaders in hotel key swipe cards. They gave 30 of their best customers a phone which could be used as the hotel room key. However, it could also be used to pay for services such as drinks in the bar and the Spa.

1. Certain locations, e.g. hotels, conferences, are the start of a customer journey. The brand should build partnerships to offer additional services. For instance, a hotel could offer car reservations such as on the previous slide. Or a local Starbucks could offer a complimentary drink. A theatre could offer 2-4-1 tickets, and so on.

6

Pizza Express offered customers in their Richmond branch free dough balls if they opted in to receive future special offers. Subsequently, they received texts containing details of future promotions which they could accept.

1. Over 13% of diners opted in, and over 6% of daily revenue was attributed to the promotion.

2. Would this have worked if it had been a National promotion? Are Brands missing the local nature of their restaurants within the community? Should each restaurant have it’s own ‘Place’ which builds a local community?

Pizza Express offered customers in their Richmond branch free dough balls if they opted in to receive future special offers. Subsequently, they received texts containing details of future promotions which they could accept.

1. Over 13% of diners opted in, and over 6% of daily revenue was attributed to the promotion.

2. Would this have worked if it had been a National promotion? Are Brands missing the local nature of their restaurants within the community? Should each restaurant have it’s own ‘Place’ which builds a local community?

7

SmartBoards

Zappit have developed a ‘Smart Board’ that can be used by estate agents on house ‘For Sale’ signs. The QR or NFC code connects the prospective buyer directly to details about the property.

Zappit have developed a ‘Smart Board’ that can be used by estate agents on house ‘For Sale’ signs. The QR or NFC code connects the prospective buyer directly to details about the property.

8

BrandTable

For use in shopping centre food courts, Brand Table enables customers to swipe their chosen take away providers and see a menu. Their order can be paid for online and when it is ready, their number is called and they collect.This highlights an important concept called ‘Preferred Location’. The customer’s preferred location is at their table, not waiting in a queue. Therefore, the brands can use technology to provide their services at the customer’s location. This will become far more widespread as NFC and mobile phones mean Brands seek their customer’s preferred location rather than try to bring them in to their stores or restaurants.

For use in shopping centre food courts, Brand Table enables customers to swipe their chosen take away providers and see a menu. Their order can be paid for online and when it is ready, their number is called and they collect.This highlights an important concept called ‘Preferred Location’. The customer’s preferred location is at their table, not waiting in a queue. Therefore, the brands can use technology to provide their services at the customer’s location. This will become far more widespread as NFC and mobile phones mean Brands seek their customer’s preferred location rather than try to bring them in to their stores or restaurants.

9

Olympics2012

The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung Tocca Lite, which could make payments using a pre-pay wallet. London based marketing companies launched NFC trials knowing thousands of phones were in the area.

The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung Tocca Lite, which could make payments using a pre-pay wallet. London based marketing companies launched NFC trials knowing thousands of phones were in the area.

10

Jamiroquai NFC Poster

The Jamiroquai NFC poster was produced to entice fans to use their NFC phones to click and be rewarded with exclusive content. This could be a link to a video, a discount on the merchandise or to launch a mobile app, which could in turn offer further content.

The Jamiroquai NFC poster was produced to entice fans to use their NFC phones to click and be rewarded with exclusive content. This could be a link to a video, a discount on the merchandise or to launch a mobile app, which could in turn offer further content.

Sony Music

17 years in Internet

Social MediaDigital Marketing

Digital Distribution

Media Junction

Media Agency

Digital Advertising

Mobile

Th

e O

rch

ard

CMS / CRM

Content Management

Jamiroquai

HMV Mama Group

The O2Loyalty Programmes

SEO

ReedMIDEM

The Prodigy

Website Development

NeilCartwright

www.millionmedia.com

NeilCartwright