Where Are My Customers
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A dual location based marketing presentation, with Aaron Strout, from the 2011 RIT Social Media Communications Symposium.
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Where Are My Customers
- 1. Where Are My Customers? How Location Based Marketing Changes Everything Why Brands, Consumers & Marketers Should Pay Attention
- 2. Who We Are… Aaron Strout, Head of Location Based Marketing, WCG Co-author Location Based Marketing for Dummies http://blog.stroutmeister.com http://twitter.com/aaronstrout Eric Miltsch, Internet Director, Auction Direct USA Co-Founder, CarZar iPhone app http://WhatDidEricSay.com http://twitter.com/emiltsch http://twitter.com/auctiondirect
- 3. What are Location Based Services? Engaging new & current customers to drive loyalty, word of mouth marketing and referrals
- 5. 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. Results Nearly 200,000 unique players Completed 1.3 million challenges across multiple locations
- 6. Who Doing It Right? Disney & Gowalla • Virtual Pins awarded at key attractions • Deeper engagement with theme park and its staff • Sources demographic information • Provides strong recognition
- 7. 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
- 8. Why Are LBS Users Important?
- 9. 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?
- 10. Getting Started – How To… 1. Claim your location on the top location based providers.
- 11. Getting Started – How To… 2. Pick 1-2 services: Depending on your goals, customer usage & overall fit.
- 12. Getting Started – How To… 3. Find your influencers & get to know them better! (Mayor, ambassador, top of leader board)
- 13. Getting Started – How To… 4. Set goals. What do you want to do? Drive foot traffic? Build loyalty? Drive deeper sales?
- 14. 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.
- 15. Getting Started – How To… 6. Measure, Track & Optimize
- 16. Where Are We Going? Niches – Social Consciousness
- 17. Thank You… Aaron Strout, Head of Location Based Marketing, WCG Co-author Location Based Marketing for Dummies http://blog.stroutmeister.com http://twitter.com/aaronstrout Eric Miltsch, Internet Director, Auction Direct USA Co-Founder, CarZar iPhone app http://WhatDidEricSay.com http://twitter.com/emiltsch http://twitter.com/auctiondirect
Notas do Editor
- Everything? Yes. Everything. The way consumer interact with brands. The way brands can leverage the social power of consumers. And, how we can rely on more creativity while creating even more accountability for our marketing efforts.
- Influence & Trust – strongest forms of W.O.M. marketingWhy is it important? This represents another huge shift in marketing, technology & consumer behavior in ways never experienced before – another cultural shift in the way consumers interact with a brands, their products & services and ultimately with each other.$21 billion market by 2015Driven by GPS & touch screen mobile phoneReaching critical mass with mobile commerce, social shopping and LBS enabled search