1. Geofencing and Location Marketing Success Stories
June 18, 2012
MMA Educational Series
Sponsored by:

2. 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.

3. Today’s Agenda
Key Learning Objectives
• Location and geofencing technology
• Geofencing for mobile marketing
• Typical location marketing success stories
• Best practices for geofencing

4. Today’s Speakers
Carolyn Hodge
Chief Marketing Officer
Locaid
chodge@loc-aid.com
Jeff Hasen
Chief Marketing Officer
Hipcricket
jhasen@hipcricket.com
Moderator
@jeffhasen
Michael Becker
Managing Director, North America
Marketing Association
michael.becker@mmaglobal.com

5. Questions Answers
Don’t forget to Tweet about this session using
hashtag: #MMAWeb

6. Geofencing
and
Loca0on
Marke0ng
Success
Stories
©
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
ATT
affiliated
companies.
All
other
marks
contained
herein
are
the
property
of
their
respecDve
owners.

7. Locaid
Powers
Loca0on
Marketers
Locaid
100%
OF
EVERY
MOBILE
FOR
ANY
LOCATES
NETWORK
DEVICE
LOCATION
Locaid
runs
the
Locaid
locates
350M
Locaid
delivers
largest
LaaS
Locaid
finds
every
devices,
real-­‐0me.
ubiquitous
loca0on.
device
on
the
network.
gateway
and
carrier
No
app
to
download.
Indoors
and
out.
For
any
mobile
reach
No
user
ac0on
needed.
GPS
and
CELL-­‐ID.
applica0on.
Any
device.
For
the
Fortune
1000.
Anywhere.
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
7

8. Loca0on
Marke0ng
Ecosystem
Get
special
offers
when
you’re
on-­‐the-­‐go!
Text
“APP”
to
462462
Marketers
300mm+
Customers Agencies
Consumers
Platforms
(Smartphones
+
Cell
phones)
Get
X/Y
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
8

9. 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

10. Primary
Loca0on
Sources
100
Million
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
10

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
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
11

12. Poll Question #2
Have you run a geofence marketing campaign?
• Yes
• No

13. Elements
of
a
Geofence
Program
1
2
3
4
5
Build list for opt- Draw geofence Setup rules for Create alerts that take Summarize and
in device perimeter – any size or frequency of location location and time into analyze results in
enrollment shape fixes context geofence reports
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
13

14. Poll Question #3
Have you ever opted into a geofence promotion and received a
targeted message or push notification?
• Yes
• No

15. Typical
Geofencing
Use
Cases
• Market
research
and
customer
insights
• SMS,
and
MMS
campaigns
• Event
markeDng
sponsor
promoDon
• Banking,
retail,
gaming
hospitality
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
15

16. Poll Question #4
Are you planning to do any geofence marketing in the next 6 months?
• Yes
• No

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
|
17

18. Proximity
Marke0ng
–
Success
Story
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.
18
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
18

19. Loyalty
Marke0ng
–
Success
Story
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
19

20. Event
Marke0ng
–
Success
Story
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%
20
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
20

21. Marketers
Locate
with
Locaid
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”
Agencies
and
brands
incorporate
API
in
a
majer
of
weeks
Locaid
API
in
the
leading
mobile
campaign
plaiorms
today
Brands,
mobile
Marketers
select
Locaid
locates
device
Locaid
Geofence
API
Locaid
customers
agencies
pull
API
into
loca0on
op0ons,
without
app
enables
pinpoint
ramping
to
larger
mobile
plaiorm
schedules
and
alerts
download
targe0ng
campaigns
in
2013
Copyright
©
2012,
Locaid®
|
Patents
pending,
all
rights
reserved
|
ConfidenDal
|
www.loc-­‐aid.com
|
21

22. Q A
Carolyn Hodge
Chief Marketing Officer
Locaid
chodge@loc-aid.com
Jeff Hasen
Chief Marketing Officer
Hipcricket
jhasen@hipcricket.com
@jeffhasen
Moderator
Michael Becker
Managing Director, North America
Marketing Association
michael.becker@mmaglobal.com

23. 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 northamerica@mmagobal.com to get involved

24. Thank You
ADDITIONAL RESOURCES
• www.loc-aid.com
• www.hipcricket.com
• www.mmaglobal.com
• https://geofencedemo.loc-aid.com
Sign up for the MMA Search for partners or get listed at the
SmartBrief: Mobile Marketing Industry Directory:
www.smartbrief.com/mma
www.mobilemarketingindustrydirectory.com