Location is an important factor that can be used to enhance experiences. It includes elements like physical place, proximity to others, time of day, surrounding context, and digital data about a person's movements. Experiences should celebrate location rather than view it as an obstacle. The most effective experiences consider multiple aspects of location and how they interact. The goal should be to create purposeful experiences that people will want to be a part of.

1. Location Matters
The 3 Big Questions

2. I work here.

3. The basics
• Location matters
• For us or against us
• Elements of location
• The Effect on Experience

4. Location is a matter for
billboards.

5. One that allows an advertiser to send
advertisements or other information to a
mobile device based on its physical
location.
Location Based Services

6. 1,000,000,000 Check-ins

7. Perhaps, we’ve missed the
point.

8. We spend all this time thinking about cities in
terms of their local details, their restaurants and
museums and weather. I had this hunch that there
was something more, that every city was also
shaped by a set of hidden laws.
Geoffrey West, Theoretical Physicist

9. People's movements appeared to follow a
mathematical pattern. The scientists said that,
with enough information about past movements,
they could forecast someone's future
whereabouts with 93.6% accuracy.
The pattern held true whether people stayed close
to home or traveled widely, and wasn't affected by
the phone user's age or gender.
Robert Lee Holtz

11. 3X as many smartphones
are being activated every minute
around the world than there are babies
being born

12. 22% of smartphone owners
have changed their mind in the store
due to their mobile phone.
Google Ipsos Study of Hong Kong Smartphone Users, September 2011

13. Question #1
Are we removing a barrier or getting
someone to stick around?

14. Location is
something to overcome.

15. The obstacle of location.

22. Location is
something to celebrate.

25. Consumers are telling us that they prize drama over
utility, scarcity over ubiquity, novelty over the
guaranteed sameness of the national brand. They
want brands that are porous to the world, that
integrate with the world. They are prepared to
embrace brands that take a little more effort,
especially if that effort rewards them with something
that is exciting and rare.
Grant McCracken, Anthropologist

26. Question #2
What elements of location matter
most?

27. If only location was so simple.
Location isn’t a single variable, but a
combination of several factors.
Place Proximity Time Context
Digital Exhaust

28. Place
Altering the experience
based upon your physical
location

29. SF Park

30. Tesco

31. The Fun Theory

32. Proximity
Altering the experience by including
those around you.

33. Communities and Networks.
Communities present easier entry points for
advertisers, often more so than friend networks.
Graph via Abhinav Singh

34. Proximity has power –
the biggest influences
on your behavior turn
out to be where you
are and whom you are
with.
Yakob and Gehrt,
MDC Partners,
kbs&p

35. Blendr is a social networking experience unlike any
other. Using your mobile device’s location-based
technology, you can connect with others nearby with
similar interests, hobbies, profession and much more.
Discover the world around you: make friends, and
build connections and explore your surroundings.
Blendr makes it easy to take that first step.

36. Grindr

37. FriendThem

38. Neighborgoods

39. Whip Car

40. Time
Altering the experience
based on when you’re there.

41. Explore 9/11

42. Museum of London // Street Museum

43. Audi Frustration Index

44. Google Flu Trends

45. Context
Altering the experience by
playing with the environment.

46. Indifference for the people we create things for and
the reality of their daily lives is not just foolish, it's
wrong.
Dieter Rams

47. Joshua Bell

48. RecipePad

49. TabbedOut

50. RunPee

51. Digital Exhaust
Altering the experience by
making data visible.

52. Tidy Street

54. Bundle

55. DontEat.at

56. Question #3
What should the experience be like?

57. The Brand
“Branding helps people make quick,
easy, intuitive and confident purchase
decisions. Without thinking about them
that much. Or worrying about the
price. Or the quality. Or the
competitive offers that might be
available.” – Martin Weigel

58. No one is going to pick up your product and try it if
they don't want to buy into the experience.
Stanley Hainsworth, Founder, Tether Inc.

59. The Difficulty of
Doing

60. If agencies want to think more like tech startups,
they might focus less on clever storytelling and more
on utility.
Adam Glickman, Founder, the IdeaLists

61. The truth isn’t the truth until people believe you, and
they can’t believe you if they don’t know what you’re
saying, and they can’t know what you’re saying if they
don’t listen to you, and they won’t listen to you if you’re
not interesting, and you won’t be interesting unless you
say things imaginatively, originally, freshly.
Bill Bernbach

62. Because that's what we need to add to so many things,
to give them that extra necessary magic. A pretending
layer. So it's not just a useful or beautiful or functional
object - it's got some little nod to who we're pretending
to be when we're using it.
Russell Davies

63. The Framing Layer

64. Nokia Drive Time

65. Zombies Run

66. Finding purpose.
"I think many people assume, wrongly, that a
company exists simply to make money. While this is
an important result of a company's existence, we
have to go deeper and find the real reasons for our
being.”
David Packard

67. Ask yourself
this: How a
What cause are you brand acts
a credible voice for?
How a brand talks
What a brand feels is
important
What a brand rallies the
community around
Why a brand does it

68. Where am
I?
What is Why do I
your care?
purpose?
Unique Mobile Opportunity

69. "You learn to like the excitement of mild, ongoing
risk taking…Sometimes it works, sometimes it
doesn't, but it's the creation of possibility.”
Brad Blanton, Founder of Radical Honesty

70. Thanks. You can find me on the internet.
Paul McEnany
Director of Strategy at Twist Image
heehawmarketing.com // @paulmcenany
Credit to:
Jennifer Powell, Brandi Zebrak, Corey Litvak
Judy and the Investors Group team
Flickr: Gilderic, Duchamp, Vamitos, Manitoba Maps, Fridastenberg,
Beth19, mateugrin, cdm