geofencing and location marketing success stories

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Geofencing and Location Marketing Success Stories June 18, 2012 MMA Educational Series Sponsored by:

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Page 1: Geofencing and Location Marketing Success Stories

Geofencing and Location Marketing Success Stories

June 18, 2012

MMA Educational Series

Sponsored by:

Page 2: Geofencing and Location Marketing Success Stories

Overview

All marketing is local. All the hard won customer insights of the past, are being upended by the new culture of mobility. How we work, play and

shop is changing with location adding more precise demographic and

segmentation. Location technology, geofencing, social networks and

mobile messaging platforms are the canvas for marketers to paint time-

relevant, contextual messages and new opportunities for engaging customers.

Page 3: Geofencing and Location Marketing Success Stories

Today’s Agenda

Key Learning Objectives

•  Location and geofencing technology

•  Geofencing for mobile marketing

•  Typical location marketing success stories

•  Best practices for geofencing

Page 4: Geofencing and Location Marketing Success Stories

Today’s Speakers

Carolyn Hodge Chief Marketing Officer ���Locaid [email protected]

Jeff Hasen Chief Marketing Officer���Hipcricket [email protected] @jeffhasen

Michael Becker Managing Director, North America ���Marketing Association [email protected]

Moderator  

Page 5: Geofencing and Location Marketing Success Stories

Questions & Answers

Don’t forget to Tweet about this session using hashtag: #MMAWeb

Page 6: Geofencing and Location Marketing Success Stories

©  2012  Locaid  Technologies,  Inc.  Intellectual  Property.    All  rights  reserved.  Locaid,  the  Locaid  logo  and  all  other  Locaid    marks  contained  herein  are  trademarks  of  Locaid  Intellectual  Property  and/or  AT&T  affiliated    companies.  All  other  marks  contained  herein  are  the  property  of  their  respecDve  owners.  

Geofencing  and    Loca0on  Marke0ng    Success  Stories      

 

Page 7: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  7  

Locaid  Powers  Loca0on  Marketers  

Locaid  LOCATES    

100%  OF  NETWORK  

EVERY  MOBILE  DEVICE  

Locaid  runs  the  largest  LaaS    

gateway  and  carrier  reach  

Locaid  locates  350M    devices,  real-­‐0me.  

No  app  to  download.  No  user  ac0on  needed.  

Any  device.  Anywhere.  

Locaid  finds  every  device  on  the  network.      

For  any  mobile  applica0on.  

Locaid  delivers  ubiquitous  loca0on.  Indoors    and  out.  GPS  and  CELL-­‐ID.  

For  the  Fortune  1000.  

FOR  ANY    LOCATION  

Page 8: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  8  

Loca0on  Marke0ng  Ecosystem  

300mm+  Consumers  

(Smartphones  +  Cell  phones)  

Get  special    offers  when  

you’re  on-­‐the-­‐go!

Text  “APP”  to  462462

Customers Marketers

Agencies & Platforms

Get  X/Y  

Page 9: Geofencing and Location Marketing Success Stories

Poll Question #1

Are you currently collecting customer location information in any of the following ways?

•  App based

•  Network location for any purpose

•  GeoIP

•  In-store NFC, sensors or WiFi

•  Don’t know

Page 10: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  10  

Primary  Loca0on  Sources  

100  Million  

Page 11: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  11  

Geofencing:  A  defini0on  

•  A  geofence  is  a  virtual  perimeter  around  a  geographic  locaDon  allowing  marketers  to  deliver  the  right  message,  at  the  right  Dme,  and  to  the  right  person    

 

 

 

 

Page 12: Geofencing and Location Marketing Success Stories

Poll Question #2

Have you run a geofence marketing campaign?

•  Yes

•  No

Page 13: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  13  

Elements  of  a  Geofence  Program  

Summarize and analyze results in geofence reports

Create alerts that take location and time into

context

Setup rules for frequency of location

fixes

Draw geofence perimeter – any size or

shape

Build list for opt-in device

enrollment

1   2   3   4   5  

Page 14: Geofencing and Location Marketing Success Stories

Poll Question #3

Have you ever opted into a geofence promotion and received a targeted message or push notification?

•  Yes

•  No

Page 15: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  15  

Typical  Geofencing  Use  Cases  

•  Market  research  and  customer  insights  

•  SMS,  and  MMS  campaigns    

•  Event  markeDng  &  sponsor  promoDon  

•  Banking,  retail,  gaming  &  hospitality  

 

Page 16: Geofencing and Location Marketing Success Stories

Poll Question #4

Are you planning to do any geofence marketing in the next 6 months?

•  Yes

•  No

Page 17: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  17  

Emerging  Prac0ces  for  Smart  Geofencing  

 

•  Start  building  your  database  and  opt-­‐in  for  locaDon  offers  now.    Transparency  and  relevance  trump  privacy.  

•  Know  your  customer  through  locaDon  research,  understand  traffic  paVerns.    

•  Hardest  part  is  creaDng  relevance    locaDon  offers  that  bring  the  rich  context  together.  

•  Make  it  clear  and  measurable.  

   

 

Page 18: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  18  

The  North  Face  •  Business  objecDve:  Drive  store  traffic    •  Alert  opted-­‐in  customers  when  they  are  geographically  close  to  a  North  Face  store  

•  Over  1,000  geo-­‐fences  created  in  and  around  New  York,  San  Francisco,  SeaVle  and  Boston  

TNF:  The  new  spring  sale  for  running  apparel  has  hit  the  stores!  Check  it  out  @  TNF  Downtown  SeaVle.  

Proximity  Marke0ng  –  Success  Story  

18  

Page 19: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  19  

Loyalty  Marke0ng  –  Success  Story  

Page 20: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  20  

Molson  Canadian  Hockey  House  •  ApplicaDon  launched  at  Opening  Ceremonies/2010  Winter  Olympics  •  Molson  Coors’  provided  a  robust  experience  leveraging  locaDon-­‐based  services  for  consumer  to  obtain  the  closest  Hockey  House  

•  Consumers  see  adverDsed  short  code  to  join  Hockey  House  and  receive  link  to  home  page  

•  Or,  log  into  Molson  Canadian  Hockey  House  mobile  web  page  (to  find  other  Hockey  Houses)      

Results  exceeded  expecta0ons  •  Expected  5%  response  rate    •  Actual  response  rate  was  10%  

Event  Marke0ng  –  Success  Story  

20  

Page 21: Geofencing and Location Marketing Success Stories

Copyright  ©  2012,  Locaid®  |  Patents  pending,  all  rights  reserved  |  ConfidenDal  |  www.loc-­‐aid.com  |  21  

Problem:  Marketers  cannot  reach  mobile  customers  with  local  offers  

Solu0on:  Locaid  API  in  SMS  campaign  plaiorm  hits  all  devices,  all  the  Dme  

Success:    ROI  liks  from  markeDng  spend  with  right  place,  right  Dme  SMS  offers  and  “knowing  where  the  customer  is”  

Marketers  Locate  with  Locaid  

Brands,  mobile  agencies  pull  API  into  

mobile  plaiorm  

Marketers  select  loca0on  op0ons,  

schedules  and  alerts  

Locaid  locates  device  without  app  download  

Locaid  Geofence  API  enables  pinpoint  

targe0ng  

Locaid  customers  ramping  to  larger  campaigns  in  2013  

Agencies  and  brands  incorporate  API  in  a  majer  of  weeks  

Locaid  API  in  the  leading  mobile    

campaign  plaiorms  today  

Page 22: Geofencing and Location Marketing Success Stories

Q & A

Michael Becker Managing Director, North America ���Marketing Association [email protected]

Moderator  

Carolyn Hodge Chief Marketing Officer ���Locaid [email protected]

Jeff Hasen Chief Marketing Officer���Hipcricket [email protected] @jeffhasen

Page 23: Geofencing and Location Marketing Success Stories

Upcoming Events & Programs

•  MMA CEO/CMO Summit – Dominican Republic (July 15 – 17)

•  Advertising Week Mobile Summit & Global Expo – New York (October 2-3)

•  The SMARTIES – New York (October 3)

•  MMA LATAM Forum - Miami (November 28 – 29)

Visit www.mmaglobal.com/events for more details on future events and

webinars

Planning for 2012, contact Michael Becker at [email protected] to get involved

Page 24: Geofencing and Location Marketing Success Stories

Thank You

ADDITIONAL RESOURCES

•  www.loc-aid.com •  www.hipcricket.com •  www.mmaglobal.com

•  https://geofencedemo.loc-aid.com

Sign up for the MMA SmartBrief: www.smartbrief.com/mma

 

Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com