Asif Khan, Founder of the Location-Based Marketing Association (LBMA) presented this guide to location marketing at Social Media Marketing & Monitoring 2011 New York, hosted by @oursocialtimes.

1. ASIF R. KHAN
Founder & President
@AsifRKhan or @TheLBMA on twitter
www.TheLBMA.com

2. WHO ARE WE?
The global trade association that unites
location-based media, platforms and brands
350+ members
Toronto, New York, San Francisco, Amsterdam, London, Singapore
35% agencies, retailers, brands
40% location platforms
20% DOOH, Print, TV, Billboard

3. 01 LBS 02 LBM
A location-based service (LBS) is Location-based marketing (LBM)
an information and entertainment bridges the gap between all forms
service, accessible with mobile of marketing media. Inclusive of
devices through the mobile network social media, internet, and real life
and utilizing the ability to make use interaction
of the geographical position of the
mobile device
Wikipedia The LBMA

4. BILLBOA AGENCY/
RD BRANDS
QR/BAR
MOBILE
CODE
IN-
DOOH
STORE
VENUES PRINT
COUPON RADIO/T
S V
DATA CELL
MINING TOWER

5. LOCATION TODAY
Source: Bynd.com

6. LOCATION TOMORROW
Source: Bynd.com

7. SOME MORE DATA
Nearly 1 in 5 Smartphone Owners Access Check-In
Services Via their Mobile Device
18-34 Year Olds Account for Nearly 60%
of Check-In Service Users
70% of Mobile Users “Checking-In” from an
Android or Apple Phone
92% of retail sales are still made in-store, which
makes mobile an ideal platform to capture
shoppers with location-based deals and offers.
8% (20M) have used their mobile phone to interact
with an out-of-home advertisement (QR, video, etc.)
Sources: ComScore, Navteq

8. Deals Are Indeed Important

9. But Not Unless It’s Right For You

10. LBM Starts With Gamification

11. People Still Like Trivia

12. Integrate With Retail Brands

13. Birds Of A Feather
•Magic Places
•NFC = BUMP
•Unlock Levels
•Local Leaderboards

14. Scavenger Hunt Anyone?

15. Think Augmented Reality

16. Location Based Listening
Quick Serve & Fast Casual
• Number of Brands: 34
• Locations: 11k in US
• Monitored Sources: 22k+
Consumers Check-ins Reviews
12.3 4.3 51K
Million Million

17. Brand Analysis – Chipotle Mexican Grill
Locations 1026
Check-ins 339K
Facebook Fans 11K
Twitter 124K
Followers
Reviews 2,173
Top Channels Age Age
Foursquare Gowalla Yelp Demographics Demographics
26-35 18-25 51-65 Female Male Unknown
9% 13-17 36-50 65-100 2%
24% 10%
43%
29% 41%
33% 14% 57%
15% 23%

18. Like, Link, Love

19. Completing The Redemption Cycle

20. LBM: An Evolution In Customer Data

21. Summertime is PepsiTime
•Social Media & TV Campaign
•4th of July weekend; Uncle Teddy TV Spot
•TV Spot previewed on Facebook & YouTube
•1st TV Spot to drive users to follow on 4Square
•Check-in at ballparks, concert venues, etc.
•Strategic Twitter buys of #Happy4thofJuly
•Also bought takeovers of AOL, Yahoo with
“Uncle Teddy” video directing to 4Square
•1.2 Million views

22. Think Bigger…Integrate Your Media

23. THANK-YOU
ASIF R. KHAN - Founder & President
@AsifRKhan or @TheLBMA on twitter
www.TheLBMA.com