Geofencing and Location Marketing Success Stories
June 18, 2012
MMA Educational Series
Sponsored by:
Overview
All marketing is local. All the hard won customer insights of the past, are being upended by the new culture of mobility. How we work, play and
shop is changing with location adding more precise demographic and
segmentation. Location technology, geofencing, social networks and
mobile messaging platforms are the canvas for marketers to paint time-
relevant, contextual messages and new opportunities for engaging customers.
Today’s Agenda
Key Learning Objectives
• Location and geofencing technology
• Geofencing for mobile marketing
• Typical location marketing success stories
• Best practices for geofencing
Today’s Speakers
Carolyn Hodge Chief Marketing Officer ���Locaid [email protected]
Jeff Hasen Chief Marketing Officer���Hipcricket [email protected] @jeffhasen
Michael Becker Managing Director, North America ���Marketing Association [email protected]
Moderator
Questions & Answers
Don’t forget to Tweet about this session using hashtag: #MMAWeb
© 2012 Locaid Technologies, Inc. Intellectual Property. All rights reserved. Locaid, the Locaid logo and all other Locaid marks contained herein are trademarks of Locaid Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respecDve owners.
Geofencing and Loca0on Marke0ng Success Stories
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 7
Locaid Powers Loca0on Marketers
Locaid LOCATES
100% OF NETWORK
EVERY MOBILE DEVICE
Locaid runs the largest LaaS
gateway and carrier reach
Locaid locates 350M devices, real-‐0me.
No app to download. No user ac0on needed.
Any device. Anywhere.
Locaid finds every device on the network.
For any mobile applica0on.
Locaid delivers ubiquitous loca0on. Indoors and out. GPS and CELL-‐ID.
For the Fortune 1000.
FOR ANY LOCATION
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 8
Loca0on Marke0ng Ecosystem
300mm+ Consumers
(Smartphones + Cell phones)
Get special offers when
you’re on-‐the-‐go!
Text “APP” to 462462
Customers Marketers
Agencies & Platforms
Get X/Y
Poll Question #1
Are you currently collecting customer location information in any of the following ways?
• App based
• Network location for any purpose
• GeoIP
• In-store NFC, sensors or WiFi
• Don’t know
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 10
Primary Loca0on Sources
100 Million
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 11
Geofencing: A defini0on
• A geofence is a virtual perimeter around a geographic locaDon allowing marketers to deliver the right message, at the right Dme, and to the right person
Poll Question #2
Have you run a geofence marketing campaign?
• Yes
• No
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 13
Elements of a Geofence Program
Summarize and analyze results in geofence reports
Create alerts that take location and time into
context
Setup rules for frequency of location
fixes
Draw geofence perimeter – any size or
shape
Build list for opt-in device
enrollment
1 2 3 4 5
Poll Question #3
Have you ever opted into a geofence promotion and received a targeted message or push notification?
• Yes
• No
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 15
Typical Geofencing Use Cases
• Market research and customer insights
• SMS, and MMS campaigns
• Event markeDng & sponsor promoDon
• Banking, retail, gaming & hospitality
Poll Question #4
Are you planning to do any geofence marketing in the next 6 months?
• Yes
• No
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 17
Emerging Prac0ces for Smart Geofencing
• Start building your database and opt-‐in for locaDon offers now. Transparency and relevance trump privacy.
• Know your customer through locaDon research, understand traffic paVerns.
• Hardest part is creaDng relevance locaDon offers that bring the rich context together.
• Make it clear and measurable.
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 18
The North Face • Business objecDve: Drive store traffic • Alert opted-‐in customers when they are geographically close to a North Face store
• Over 1,000 geo-‐fences created in and around New York, San Francisco, SeaVle and Boston
TNF: The new spring sale for running apparel has hit the stores! Check it out @ TNF Downtown SeaVle.
Proximity Marke0ng – Success Story
18
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 19
Loyalty Marke0ng – Success Story
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 20
Molson Canadian Hockey House • ApplicaDon launched at Opening Ceremonies/2010 Winter Olympics • Molson Coors’ provided a robust experience leveraging locaDon-‐based services for consumer to obtain the closest Hockey House
• Consumers see adverDsed short code to join Hockey House and receive link to home page
• Or, log into Molson Canadian Hockey House mobile web page (to find other Hockey Houses)
Results exceeded expecta0ons • Expected 5% response rate • Actual response rate was 10%
Event Marke0ng – Success Story
20
Copyright © 2012, Locaid® | Patents pending, all rights reserved | ConfidenDal | www.loc-‐aid.com | 21
Problem: Marketers cannot reach mobile customers with local offers
Solu0on: Locaid API in SMS campaign plaiorm hits all devices, all the Dme
Success: ROI liks from markeDng spend with right place, right Dme SMS offers and “knowing where the customer is”
Marketers Locate with Locaid
Brands, mobile agencies pull API into
mobile plaiorm
Marketers select loca0on op0ons,
schedules and alerts
Locaid locates device without app download
Locaid Geofence API enables pinpoint
targe0ng
Locaid customers ramping to larger campaigns in 2013
Agencies and brands incorporate API in a majer of weeks
Locaid API in the leading mobile
campaign plaiorms today
Q & A
Michael Becker Managing Director, North America ���Marketing Association [email protected]
Moderator
Carolyn Hodge Chief Marketing Officer ���Locaid [email protected]
Jeff Hasen Chief Marketing Officer���Hipcricket [email protected] @jeffhasen
Upcoming Events & Programs
• MMA CEO/CMO Summit – Dominican Republic (July 15 – 17)
• Advertising Week Mobile Summit & Global Expo – New York (October 2-3)
• The SMARTIES – New York (October 3)
• MMA LATAM Forum - Miami (November 28 – 29)
Visit www.mmaglobal.com/events for more details on future events and
webinars
Planning for 2012, contact Michael Becker at [email protected] to get involved
Thank You
ADDITIONAL RESOURCES
• www.loc-aid.com • www.hipcricket.com • www.mmaglobal.com
• https://geofencedemo.loc-aid.com
Sign up for the MMA SmartBrief: www.smartbrief.com/mma
Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com