where are my customers
Post on 12-Sep-2014
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DESCRIPTION
A dual location based marketing presentation, with Aaron Strout, from the 2011 RIT Social Media Communications Symposium.TRANSCRIPT
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Where Are My Customers?
How Location Based Marketing Changes Everything
Why Brands, Consumers & Marketers Should Pay Attention
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Who We Are…
Aaron Strout, Head of Location Based Marketing, WCG Co-author Location Based Marketing for Dummieshttp://blog.stroutmeister.comhttp://twitter.com/aaronstrout
Eric Miltsch, Internet Director, Auction Direct USACo-Founder, CarZar iPhone apphttp://WhatDidEricSay.comhttp://twitter.com/emiltschhttp://twitter.com/auctiondirect
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What are Location Based Services?Engaging new & current customers
to drive loyalty, word of mouth marketing and referrals
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Who Doing It Right?
Buffalo Wild Wings
SCVNGR Challenges – Picture sharing• Prizes• Free soda• Wild Wings gift cards.
Grand Prize: NBA finals with Scottie Pippen.
ResultsNearly 200,000 unique playersCompleted 1.3 million challenges across multiple locations
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Who Doing It Right?
Disney & Gowalla
• Virtual Pins awarded at keyattractions
• Deeper engagementwith theme park and its staff
• Sources demographic information • Provides strong recognition
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Who Doing It Right?Auction Direct Service Specials
• 1st Time Check-in Specials – Free Oil Changes• Extended branding efforts at new location• Deepened relationships at exiting locations• Tracked walk-in traffic• Converted to accountable sales
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Why Are LBS Users Important?
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Why Would I Want To Do This?
Deals: If you got a $20 gift card every time you checked into Sports Authority, would you? [hint: if you attach your Amex to foursquare and check-in, you will]Discovery: Ever been to a new city and wondered, “Where should I eat? Or get a haircut? Or buy good wine?
Loyalty: What if every time you checked into a hotel, you also “checked-in” and got an extra 50-100 reward points?
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Getting Started – How To…1. Claim your location on the top location based providers.
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Getting Started – How To…2. Pick 1-2 services: Depending on your goals, customer usage & overall fit.
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Getting Started – How To…3. Find your influencers & get to know them better! (Mayor, ambassador, top of leader board)
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Getting Started – How To…4. Set goals. What do you want to do? Drive foot traffic? Build loyalty? Drive deeper sales?
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Getting Started – How To…5. Create an Offer
Ben & Jerry’s Rule” named after one of the first successful Campaigns on foursquare:
3 scoops of ice cream for $3 for everyone that checked in (cost for 3 scoops is normally $5.50).Plus, the mayor got a free extra scoop.
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Getting Started – How To…6. Measure, Track & Optimize
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Where Are We Going?
Niches – Social Consciousness
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Thank You…
Aaron Strout, Head of Location Based Marketing, WCG Co-author Location Based Marketing for Dummieshttp://blog.stroutmeister.comhttp://twitter.com/aaronstrout
Eric Miltsch, Internet Director, Auction Direct USACo-Founder, CarZar iPhone apphttp://WhatDidEricSay.comhttp://twitter.com/emiltschhttp://twitter.com/auctiondirect