A presentation I gave to the grey Lynn Business Association recently, which included some information the locals didn't even know about. Some ideas on collaborating with disparate businesses. Plus a little about experiential marketing and location based services

1. September 2013
What’s Location Got To
Do With It?
Luigi Cappel
SoLoMo Consulting
Imersia

2. What Industries are Involved with Location?What Industries are Involved with Location?
Yours!

3. What’s Location Got To Do With It?What’s Location Got To Do With It?
 Some Questions about Grey LynnSome Questions about Grey Lynn
 Smartphones and GPSSmartphones and GPS
 BAUBAU
 CollaborationCollaboration
 Opportunities for YouOpportunities for You

4. Some HistorySome History
 Named after Te Kawana Sir George Grey
 James Williamson and Thomas Crummer farmed
there.
 Most of the houses were built in the 1880’s and
the beginning of WW1
• Most haven’t changed much on the outside
 Wikipedia says that it started becoming run down
in the 50’s and attracted low rent tenants such as
students and Polynesians

5. Great North Road was formed to get Kauri Gum and
logs from the Waitakere rain forest to the port.

6. Carlile House aka the Costley Home For Boys was
built on Richmond Road in 1888
It was said to be haunted
There is very little public history published about it,
not even a newspaper story about the 43 boys who
apparently died there in a fire.

7. My story started there in 1973
I had hair

8. East and West Grey LynnEast and West Grey Lynn
20062006
•Population 6498 and staticPopulation 6498 and static
•2.331 occupied dwellings2.331 occupied dwellings
•Exactly the same number of males inExactly the same number of males in
each: 1590 at Census – or they screwedeach: 1590 at Census – or they screwed
up the countup the count
•Slightly more women than menSlightly more women than men
•80% aged between 15 and 6480% aged between 15 and 64
•70% European70% European
•17% still Pacific Islanders17% still Pacific Islanders

9. Grey LynnGrey Lynn
20062006
•27% born overseas of which most were27% born overseas of which most were
UK and Ireland, compared with rest ofUK and Ireland, compared with rest of
Auckland City where most who were bornAuckland City where most who were born
overseas are Asianoverseas are Asian

10. Grey LynnGrey Lynn
20062006
•27% born overseas of which most were27% born overseas of which most were
UK and Ireland, compared with rest ofUK and Ireland, compared with rest of
Auckland City where most who were bornAuckland City where most who were born
overseas are Asianoverseas are Asian
•62% of people over 15 have never been62% of people over 15 have never been
marriedmarried

11. Grey LynnGrey Lynn
20062006
•27% born overseas of which most were27% born overseas of which most were
UK and Ireland, compared with rest ofUK and Ireland, compared with rest of
Auckland City where most who were bornAuckland City where most who were born
overseas are Asianoverseas are Asian
•62% of people over 15 have never been62% of people over 15 have never been
marriedmarried
•16% have 3 or more motor vehicles per16% have 3 or more motor vehicles per
household (no wonder there are parkinghousehold (no wonder there are parking
problems!)problems!)

12. Grey LynnGrey Lynn
20062006
•27% born overseas of which most were27% born overseas of which most were
UK and Ireland, compared with rest ofUK and Ireland, compared with rest of
Auckland City where most who were bornAuckland City where most who were born
overseas are Asianoverseas are Asian
•62% of people over 15 have never been62% of people over 15 have never been
marriedmarried
•16% have 3 or more motor vehicles per16% have 3 or more motor vehicles per
household (no wonder there are parkinghousehold (no wonder there are parking
problems!)problems!)
•22ndnd
most popular transport to get to workmost popular transport to get to work
is walking or jogging.is walking or jogging.

13. Location, Location, LocationLocation, Location, Location
 Why are you here?Why are you here?

14. Location, Location, LocationLocation, Location, Location
 Why are you here?Why are you here?
 Do you want more customers?Do you want more customers?

15. Location, Location, LocationLocation, Location, Location
 Why are you here?Why are you here?
 Do you want more customers?Do you want more customers?
 Why are you in business?Why are you in business?

16. Location, Location, LocationLocation, Location, Location
 Why are you here?Why are you here?
 Do you want more customers?Do you want more customers?
 Why are you in business?Why are you in business?
 Are you getting enough?Are you getting enough?

17. Location, Location, LocationLocation, Location, Location
 Why are you here?Why are you here?
 Do you want more customers?Do you want more customers?
 Why are you in business?Why are you in business?
 Are you getting enough?Are you getting enough?
 Is Grey Lynn a secret from aIs Grey Lynn a secret from a
business perspective?business perspective?

18. Some Secrets: You bat out of yourSome Secrets: You bat out of your
league!league!
 Grey Lynn Business Association onGrey Lynn Business Association on
FacebookFacebook
 Takapuna Business Association onTakapuna Business Association on
FacebookFacebook
 Ponsonby Business Association onPonsonby Business Association on
FacebookFacebook

19. Smartphones have GPSSmartphones have GPS
 Ericsson 2013 Says:Ericsson 2013 Says:
 NZ Smartphone penetration forNZ Smartphone penetration for
Internet Users is almost 60%, up fromInternet Users is almost 60%, up from
32% in 201232% in 2012
 Tablet penetration almost 20%, upTablet penetration almost 20%, up
from 7% in 2012from 7% in 2012

20. Research by telmetrics

21. So What?So What?
 What is BAU?What is BAU?
• Is it a sound business model for futureIs it a sound business model for future
growth?growth?
• For some of you perhaps it is.For some of you perhaps it is.

22. BAUBAU
dISrupt or be
dISRupted

23. Business As Usual?Business As Usual?
 Kingseat, an abandonedKingseat, an abandoned
mental hospital in themental hospital in the
middle of nowhere.middle of nowhere.
 1,500 visitors on a busy1,500 visitors on a busy
night like Halloweennight like Halloween
 >30,000 likes on Facebook>30,000 likes on Facebook
 What could you do that’sWhat could you do that’s
different?different?
Carlile House

24. So What?So What?
 People are looking for things to do.People are looking for things to do.

25. So What?So What?
 People arePeople are
talkingtalking
about yourabout your
businessbusiness
and yourand your
town,town,
probablyprobably
without youwithout you
knowingknowing
about itabout it

26. So What?So What?
 PeoplePeople
areare
talkingtalking
aboutabout
your areayour area
andand
business.business.
Join in!Join in!

27. This is Greyt!This is Greyt!

28. YelpYelp
If people are talking about yourIf people are talking about your
business: Join the conversationbusiness: Join the conversation

29. CollaborationCollaboration

30. CollaborationCollaboration
 How many of you collaborate withHow many of you collaborate with
other local businesses?other local businesses?
• ShopsShops
• CafesCafes
• Service ProvidersService Providers
 With sports clubs?With sports clubs?
• Does the try scorer get free fish andDoes the try scorer get free fish and
chips?chips?
• How do you welcome away teams andHow do you welcome away teams and
their supporters?their supporters?

31. What Do These BusinessesWhat Do These Businesses
Have in Common?Have in Common?
 Café and Computer ServiceCafé and Computer Service
 Hairdresser and RestaurantHairdresser and Restaurant
 Sports Club and Bakery/Take AwaySports Club and Bakery/Take Away
FoodFood
 Hair Dresser and Event VideographyHair Dresser and Event Videography
 Home Appliances and Video StoreHome Appliances and Video Store
 Bed Sales and AccommodationBed Sales and Accommodation
 I got married at a bowling clubI got married at a bowling club

32. TouristsTourists
 What is a tourist?What is a tourist?
• Could be anyone, we have 4 millionCould be anyone, we have 4 million
domestic tourists in New Zealanddomestic tourists in New Zealand

33. TouristsTourists
 What is a tourist?What is a tourist?
• Could be anyone, we have 4 millionCould be anyone, we have 4 million
domestic tourists in New Zealanddomestic tourists in New Zealand
 What is a tourism businessWhat is a tourism business
• Any destinationAny destination

34. What I’ve learnedWhat I’ve learned
 Grey Lynn is a community (actually IGrey Lynn is a community (actually I
knew that, it always was)knew that, it always was)

35. So where can you be found?So where can you be found?
 Web SiteWeb Site
 BlogBlog
 FacebookFacebook
 YelpYelp
 TripAdvisorTripAdvisor
 Car NavigationCar Navigation
 TwitterTwitter
 FoursquareFoursquare

36. FoursquareFoursquare

37. Imersia Augmented RealityImersia Augmented Reality
 Finga FootyFinga Footy
 Tied to locationTied to location
 Tied to TimeTied to Time

38. Imersia Augmented RealityImersia Augmented Reality
 Golden Dawn AppGolden Dawn App

39. Final ThoughtsFinal Thoughts
Thank youluigicappel@SoLoMoConsulting.co.nz
http://imersianz.wordpress.com/
http://luigicappel.wordpress.com
http://thefuturediaries.com
1. Grey Lynn is a community
2. Everyone is a tourist
3. Collaboration opportunities are there between other businesses in
your suburb and other suburbs
4. There are opportunities for your business, many are free
5. Get involved and do something now
6. Yes, Suzanne. I like Grey Lynn