locr presentation at XMPie Innovation Day, 29 October 2019

1. © locr GmbH 2019
When Location
Matters – Do
Geomarketing

2. Tony Hodgson
Thomas Schnettler
locr GmbH
Brunswick, Germany

3. © locr GmbH 2019
What's the
difference
between ALL the
retail brands on
the left and ALL
those on the right?

4. © locr GmbH 2019
To have a cup of coffee...
To get your tyres changed...
To do a night out at the movies...
To have an eye test...
To get a key cut...
To have your hair styled...
To do a work-out at the gym...

5. © locr GmbH 2019
To have a cup of coffee...
To get your tyres changed...
To do a night out at the movies...
To have an eye test...
To get a key cut...
To have your hair styled...
To do a work-out at the gym...
You
have
to
GO
there

6. © locr GmbH 2019
Check your loyalty points online
See the prices online
Buy some tickets online
Schedule an appointment online
Check their services online
Find a branch online
Book a personal trainer online
But
you
can't
DO it
online

7. © locr GmbH 2019
Restaurants
Hotels
Dentists
Art Galleries
Museums
Theatres
Sports Clubs

8. © locr GmbH 2019
Location
matters
when your
customers
need to
go there

9. © locr GmbH 2019
A.k.a. "Location-based" marketing
Mobile: tracking phones to deliver location-based offers
Location intelligence: where to locate a business
People-centred geomarketing: seeing the customer's view
Geomarketing

10. © locr GmbH 2019
People-Centred Geomarketing
Where is that restaurant?
How far away is it?
Will it be easy to get to?
How long will it take?
How do I get there?
How convenient is it?
Will it be worth the journey?
?

11. © locr GmbH 2019
3 Factors that Make Location Matter
Proximity
How near?
How far?
Convenience
On the way
somewhere?
Accessibility
Easy to get to?
How long will it take?

12. © locr GmbH 2019
Geomarketing via Direct Mail
Attention Interest Desire Action
Personalisation
Relevance
Memory
Neuroscience
Why does it
increase
response and
reduce cost?

13. © locr GmbH 2019
The "Mail Moment"... (Attention)
* How Personalized Maps Add Value to Your Direct Mail, locr White Paper, by Paul Bobnak of Who‘s Mailing What!
"Hey,
that's
where
I live!"
"...you have just a few seconds to really make an impression"*

14. © locr GmbH 2019
The "Mail Moment"... (Interest)
"Is this a
shop?
What does
it sell?"
"...you have just a few seconds to really make an impression"*
* How Personalized Maps Add Value to Your Direct Mail, locr White Paper, by Paul Bobnak of Who‘s Mailing What!

15. © locr GmbH 2019
The "Mail Moment"... (Desire)
"Wow, 20%
off my
favourite
brand."
"...you have just a few seconds to really make an impression"*
* How Personalized Maps Add Value to Your Direct Mail, locr White Paper, by Paul Bobnak of Who‘s Mailing What!

16. © locr GmbH 2019
The "Mail Moment"... (Action)
"And only
22 minutes
drive away.
I'll do it!"
"...you have just a few seconds to really make an impression"*
* How Personalized Maps Add Value to Your Direct Mail, locr White Paper, by Paul Bobnak of Who‘s Mailing What!

17. © locr GmbH 2019
63% Higher Response with Geomarketing

18. © locr GmbH 2019
Why Personalised Maps & Geodata Work
Recognition (of my home location)
Identity (with my neighbourhood)
Curiosity (about a route to another location)
Proximity (it's in my neighbourhood)
Accessibility (I could easily get there)
It happens
in the "Mail
Moment"

19. Driver
Safety
Courses

20. © locr GmbH 2019
Geomarketing on a Large Scale
AARP: USA non-profit association with 38 million members
Running "Smart Driver" courses for over-fifties since 1980
Half a million attendees a month at hundreds of venues
But declining audiences 5 years ago

21. © locr GmbH 2019
locr GEOservices & MAPS
Assigns recipients to venues based on actual drive distance
Focus on target audiences within pre-determined distances
Reduces monthly mailing quantities by a third
"Load Balance" target groups to distribute evenly to venues
Personalised Maps show location of course venue

22. © locr GmbH 2019
50% Higher Attendance in First Year

23. © locr GmbH 2019
Takeaways
Location matters when customers need to go somewhere
Proximity, convenience and accessibility are key factors
Personalised maps trigger recognition, identity & curiosity
Geomarketing increases DM response rate and reduces cost
GEOservices and Personalised Maps work at any scale