7 Tips for Getting Started with Location Based Marketing

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  • 1. Tweet SilverpopThis!7 Tips for Getting Startedwith Location-Based MarketingWhen was the last time you were in a public place and didn’t see someone with their phone out— texting, accessing an app or surfing the Web? As smartphone sales have eclipsed PC sales, peopleare increasingly doing their research, communication and social networking on the fly, using their mobiledevices to find anything, anytime, anywhere. And with every mobile status update and app download,consumers are becoming more comfortable about sharing their own location via Foursquare or Facebookcheck-ins in exchange for more relevant data and offers. This shift has presented exciting opportunitiesfor companies to tap into the power of location-based marketing, using customers’ real-world behaviorsand location to reach them when it’s most relevant. Here are seven steps for getting started:1 Claim your venues. The first step you’ll need to take is to visit Foursquare’swebsite, search for your venue’s page, and click on the linkto learn about the check-in habits of your customers. Do you have a lot of people checking in, or very few? What times of day are most popular for check-ins?on the right-hand side of the page inviting you to claimWhat percentages of check-ins are beinga venue. You’ll be asked to provide some contactsent to Facebook and Twitter? And do youinformation, which Foursquare will use to verifyhave loyal customers checking in multiplethat you’re authorized to manage that venue on times over a short period? This informa-Foursquare. You’ll also need to specify your Four- tion will give you some ideas when you’resquare user ID, enter the URL of your venue,deciding what check-in promotions toand provide a link to your venue’s website’sstart with and what your customerscontact page, or your venue’s page on Yelp, expect when they check in.Google or Citysearch.Foursquare’s staff will then review this in-formation to determine if you’re autho-3 Start running specials onFacebookand Foursquare.rized to claim the venue, a process Now the real fun begins. It’s time tothat typically takes seven to 10 days. try offering mobile coupons, prizes orOnce approved, you’ll be able to edit discounts to people when they checktitle and address information, view in, rewarding loyal customers andanalytics and offer specials. gaining new ones in the process. Youmight try offering a discount with2Monitor analytics and reporting fromFoursquare.purchase (“Spend $50 and get 10%off”) or a freebie (“Buy two entrees and get a free dessert”). In your ex-Once you’ve claimed your venues citement, remember to keep a sharpand people begin checking in toeye on program execution, trainingyour establishment, you should usein-store staff to help ensure a posi-the reporting tools on Foursquaretive customer experience. silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 1
  • 2. Tweet7 Tips for Getting Started with Location-Based MarketingThis!4 Start responding on Twitter. When customers check in at your stores via Foursquare6 Incorporate location into your overallmarketing strategy.In today’s multichannel world, it’s imperative that you inte-and share those check-ins on Twitter, they’re effectively en-dorsing your brand. Keep the conversation going and engagegrate your marketing efforts across channels, eliminatingthem by sending a response via Twitter. Depending on your data silos. Location-based marketing campaigns, with theirmarketing platform, replies can be set up to send automati- seamless integration between mobile (check in at a loca-cally and at the intervals of your choice (e.g., first check-in tion), social (share your check-in with friends) and email (re-shared, third check-in shared, fifth check-in shared, etc.).ceive promotions related to your check-in), are a savvy wayMake sure to keep your responses interesting and authenticto connect with today’s consumers. Got a customer that’sto continue a positive customer experience. checked in to your physical store locations but never visitedyour ecommerce store? Send that person an email inviting5 Increase sophistication with promotions such asloyalty programs, sweepstakes or local offers.Once you start getting more comfortable with locationbasedthem to visit your online store. For ambitious marketers, thepossibilities for cross-channel promotion are endless.initiatives, you can put even more magic into your marketingefforts by building creative campaigns that differentiate you 7 Review analytics and adjust your campaigns.A tried-and-true email marketing best practice is to tapyour reporting and analytics tools to drill down into cam-from the competition. Examples might include:paign performance, then use these learnings to optimize• Loyalty programs: Boost store traffic, increase future campaigns. The same is true for location-basedengagement and garner valuable data on your mostmarketing initiatives. Try testing and experimenting withfrequent customers by rewarding them for signing up the following campaign attributes:and checking in to your locations using Foursquare orFacebook. For example, you might reward a customer• Frequency of offer (e.g., delivering an offer every sec-with a “10% off” coupon at sign-up, a free drink for theond, third or fifth check-in)third check-in, a free sandwich for the fifth check-in and a• How long it takes (e.g., customers receives their firstfree meal for check-in No. 10.prize on the second check-in versus the fourth)• Type of offer (buy-one-get-one free, percent off, exclu-• Sweepstakes: Looking to create excitement aroundsive deals, etc.)your brand, increase store and venue/event traffic andprovide new opportunities to grow your email list? Offer• Segmentation by locationprizes based on when or how often someone checks in to• Distance away (e.g., for local offers, sending a promo-a location with Foursquare or Facebook. With the lure oftion to everyone who checks in within a one-mile radiusa prize lurking behind every check-in, customers will beversus a five-mile radius)more engaged than ever.The key is to mix it up and find the perfect formula for• Local offers: If you want to drive store traffic to specificsurprising and delighting your customers in ways that willplaces, considering setting up a virtual radius aroundencourage them to share their excitement, transform themthat location. When someone checks in within that into brand ambassadors and ultimately drive revenue.radius, automatically deliver an enticing offer viaFor more tips and tricks on location-based marketing, checkemail. In addition to increasing foot traffic, you’ll buildout our blog and Resources page.brand awareness.Like our content? You’ll love our product. Contact us for a demo. silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 2
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    7 Tips for Getting Started with Location Based Marketing