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5 steps for starting with location-based marketing By placepunch
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Overview of Location-Based
Services and
How to Get Started with
Location-Based Marketing
Adam Steinberg
Co-Founder, PlacePunch
Introduction
Adam Steinberg
Co-Founder & CEO
PlacePunch
adam.steinberg@
placepunch.com
678.608.1411
@placepunch
@adams472
Agenda
Evolution of social media
What is a check-in?
How to check-in
Location-based marketing overview
5 tips for starting with location-based
marketing
Evolution of Social Media
2000 2004 2007 2010
Share ideas
Share photos,
updates
Share what
you’re doing
Share where
you are
What’s causing this change in
social media?
GPS-Enabled Smartphones
•
Smartphone Affordability
Smartphone popularization
2004 2010
Smartphone usage to exceed
flip phone in 2011
What is a Check-In?
Check-ins are social location
broadcasting and sharing
Check-ins connect friends and
venues
How to Check-In
Download a check-in application
to your smartphone
What applications (location-based
services) offer check-ins?
Check-in at restaurants, stores
Share check-ins on Twitter,
Meet friends
Discover new venues
Earn badges
Become the mayor
Foursquare Mayor:
Customer with the most days
checked into your venue over
the last 60 days
Redeem Check-In Specials
Why check-in?
Socialize
Earn badges; Become the mayor
Receive offers
Location-Based
Marketing Overview
Check-Ins for Business
Check-Ins Are:
Customer Visits
Free Advertising
Customer Data
Why do check-ins matter?
5 million users
+ 150,000 new users a
week
2,500 media mentions
weekly
Facebook opens
check-ins to 500
million members
Brands marketing through
location-based services
Restaurants Retailers
What is location-based marketing?
Location enable marketers to target customers
according to real preferences at the right time
Goals of location-based
marketing
+ Repeat customer visits
+ New customer visits
+ Word of mouth awareness
+ Smarter marketing
Location-based marketing is
data and insights
• Where your customers are
• Where else do they visit
• How many friends they have
• Who they are (demographics)
Can you harness location data?
In other words …
Timeliness
+
Personalization
Customer Loyalty +
Word of Mouth Marketing
What location-based marketing is not
5 Tips for Starting With
Location-Based Marketing
1. Claim venues and offer
specials to nearby customers
2. Deliver timely, relevant
messages to customers
Message customers when
they check in
• Goodwill
• Promotional / Bounce backs
• SMS/Email/Twitter
Benefits
• Affinity
• Future visits
• Retweets / Awareness
3. Automate personalized
marketing
Based on check-ins,
create personalized
messages for:
• Frequent customers
• New customers
• Lapsed customers
Examples
Send thank you messages and
special rewards to best
customers (that must be shared
– buy one get one free)
If a customer hasn’t visited in
last 60 days, automatically send
coupon or offer.
4. Identify your potential customers
Market to potential customers that visit
competitors’ locations
5. Measure. Rinse. Repeat.
Bonus: Incorporate location data in
other marketing efforts
Send the right offers to the right people based
on their check-in history
2 Minutes on PlacePunch
PlacePunch connects your brand to
customers through location check-ins
Your Brand
PlacePunch enables marketers to:
Build check-in loyalty programs
Send timely, relevant messages
Build email list
Learn about customers
www.placepunch.com
Who do we work with?
Learn more at …
www.placepunch.com
Thanks for your time
Adam Steinberg
Co-Founder & CEO
PlacePunch
adam.steinberg@
placepunch.com
678.608.1411
@placepunch
@adams472
Questions?
