The Ultimate 30 Minute Guide to Location Marketing
23
ASIF R. KHAN Founder & President @AsifRKhan or @TheLBMA on twitter www.TheLBMA.com
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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.
Transcript of The Ultimate 30 Minute Guide to Location Marketing
ASIF R. KHAN
Founder & President
@AsifRKhan or @TheLBMA on twitter
www.TheLBMA.com
WHO ARE WE?
The global trade association that unites
location-based media, platforms and brands
350+ members350+ members
Toronto, New York, San Francisco, Amsterdam, London, Singapore
35% agencies, retailers, brands
40% location platforms
20% DOOH, Print, TV, Billboard
01 LBS
A location-based service (LBS) is
an information and entertainment
service, accessible with mobile
02 LBM02 LBM
Location-based marketing (LBM)
bridges the gap between all forms
of marketing media. Inclusive of
Location-based marketing (LBM)
bridges the gap between all forms
of marketing media. Inclusive of service, accessible with mobile
devices through the mobile network
and utilizing the ability to make use
of the geographical position of the
mobile device
of marketing media. Inclusive of
social media, internet, and real life
interaction
of marketing media. Inclusive of
social media, internet, and real life
interaction
Wikipedia The LBMA
IN-STORE
IN-STORE
QR/BARCODE
QR/BARCODE
MOBILEMOBILE
DOOHDOOH
AGENCY/BRANDSAGENCY/BRANDS
BILLBOARD
BILLBOARD
CELL TOWER
CELL TOWER
PRINTPRINT
RADIO/TV
RADIO/TV
COUPONS
COUPONS
VENUESVENUES
DATA MININGDATA
MINING
LOCATION TODAY
Source: Bynd.com
LOCATION TOMORROW
Source: Bynd.com
SOME MORE DATANearly 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
Sources: ComScore, Navteq
8% (20M) have used their mobile phone to interact with an out-of-home advertisement (QR, video, etc.)
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.
Deals Are Indeed Important
But Not Unless It’s Right For You
LBM Starts With Gamification
People Still Like Trivia
Integrate With Retail Brands
Birds Of A Feather
•Magic Places
•NFC = BUMP
•Unlock Levels
•Local Leaderboards
Scavenger Hunt Anyone?
Think Augmented Reality
Location Based ListeningQuick Serve & Fast Casual
• Number of Brands: 34
• Locations: 11k in US• Locations: 11k in US
• Monitored Sources: 22k+
Consumers Check-ins Reviews
12.3Million
4.3Million
51K
Brand Analysis – Chipotle Mexican GrillLocations 1026
Check-ins 339K
Facebook Fans 11K
Followers
124K
Reviews 2,173
43%
33%
24%
Top Channels
Foursquare Gowalla Yelp
29%
23%15%
14%
10%
9%
Age
Demographics
26-35 18-25 51-65
13-17 36-50 65-100
57%
41%
2%
Age
Demographics
Female Male Unknown
Like, Link, Love
Completing The Redemption Cycle
LBM: An Evolution In Customer Data
Summertime is PepsiTime
•Social Media & TV Campaign
•4th of July weekend; Uncle Teddy TV Spot
•TV Spot previewed on Facebook & YouTube
•1stTV Spot to drive users to follow on 4Square•1 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
Think Bigger…Integrate Your Media
THANK-YOU
ASIF R. KHAN - Founder & President
@AsifRKhan or @TheLBMA on twitter
www.TheLBMA.com
