Location-based marketing

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What You’ll Learn:: 

Consider the gentleman who checked a location-based app on his smartphone at a local bank branch.

He irritably keyed, “Why does the ATM smell like piss?” and left the message for all to see.

If you ran that branch, wouldn’t you want to know about this—and send someone out with a bucket of hot water and ammonia?

So says social media expert Shel Holtz. But critics are only a tiny part of the reasons to get smart about location based applications. The upside is a revolution in marketing.

The smartphone changes the way people interact with the world—and the brands they favor.

As people check in on Foursquare and MyTown, they are telling brands they want to engage. And they leave ways to reach them back.

In this training module, you’ll learn:

  • Why location-based marketing can move more product faster than any other method
  • How it lures consumers to buy—even if they’re not shopping for what you sell
  • How social networks form quickly on location-based platforms
  • The powerful neighborhood “side effect”
  • Why these apps make your business customer-centric as never before
  • Why location-based marketing reinforces the impulse to grab a bargain so powerfully

In this session, Shel lays out far-reaching possibilities. Coffeehouses and restaurants are offering coupons or free baskets of chips and salsa to those who check in on their location-based apps. Hotel chains are granting discounts that, in some cases, automatically show up on your credit card bill—even if the customers don’t tell the front desk that they’ve signed in. And hospital communicators are offering health tips.

Foursquare allows customers to become “mayor” of a site if they check in more often than anyone else. Many companies offer special benefits to their mayors, creating an incentive to return often—lest someone else win the post.

There are social networking dimensions as people interact with their friends and others who check in. For example, people can find out where Wi-Fi is strongest in an airport, or how to avoid waiting in line in a restaurant, or even what meal a friend of theirs has recommended at that site. Indeed, Foursquare is becoming the new Yelp.

Learn the major players in location-based marketing, among them Foursquare, Facebook, Rumble, Mizoon, Gypsii, iCloseBy, Google Latitude, and many others.

Follow Shel as he walks you through how to install and use Foursquare. He discusses ways communications can make use of this new trend in marketing.

Shel takes you through case studies from:

  • The Crowne Plaza Hotel
  • The Brooklyn Museum
  • AJ Bombers (an independent burger joint)
  • Earth Justice (nonprofit)
  • Radio Shack
  • The Dragonfly Shops & Gardens (a small business)
  • Inova Health System (a major healthcare group)

Location-based marketing is the coming major new social media tool to increase buzz about your company, your brand, and your reputation. And it can supercharge your sales.

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Updated: 
May 2012
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Presenter bio: 

Shel Holtz is principal of Holtz Communication + Technology, which advises companies on their digital and traditional communication strategies. He is a seven-time winner of IABC's international Gold Quill award. The author of six books, Holtz also is a long-time blogger and pioneer podcaster. His clients have included Intel, Sears, PepsiCo, General Mills, The World Bank, Disney, FedEx, and National Geographic.