Geofences Everywhere

1. "Geofences Everywhere – How Can Marketers Benefit?“ Michael Leis, VP, Management Director, Digital, DraftFCBAlistair Goodman CEO, Placecast

2. 42% of consumers 18 – 34 interested in mobile alerts from favorite retailers Source: Placecast The Alert Shopper II, Harris Poll, July 2010

4. Users check in to location through “around me” search or venues can be added with address

6. Offer white-label services for SMS, mobile web and other mobile marketing to agencies, brands and operators

9. Proprietary translator creates a “Place Profile”

13. Message presents a personalized offer

14. Dynamic message- promotional, branding, sponsorship or a reminder

15. Option to leverage digital assets & WAP

16. Customer is out shopping in a retail area, office area during lunch time, sporting event, concert, or any other location POI

18. Social Network

19. SMS or email program

20. Web or mobile banner

22. Portal with multiple brands

24. Brand owns their audience and data

26. Getting to scale in mobile & location Reach is a challenge…(% US Population = 310 million) Particularly with Location Based Apps… Source: Mobile Marketing First Quarter Trend Report AdAge February 2010 4% Use LBS* Source: Pew September ‘10, *Forrester June 2010 includes check in services like Foursquare

28. Hosted solution – Software as a service

29. AT&T secures offers from retailers

30. One-stop shop provides seamless experience for consumers and advertisers

32. The maximum amount of time any person will give a brand to capture their attention

33. Must be simple and relevant enough to make a difference and work for the audience

34. Must help the audience make decisions before the shelf

35. Placecast reduces friction typical in mobile brand experience now

36. Combines all the essential elements of valuable communication

37. Right time

38. Right place

40. Fundamentally broader reach at the carrier level

41. Makes brands the second-party instead of the third-party

42. Targeted Scale

43. The national scale brands need while only delivering (and paying for) the messages that make sense to the audience.

44. Works like a typical ad buy

45. Easy to understand it within an existing budget structure

46. First-mover advantages

47. Priority within competitive markets

48. Literally, physically competitive spaces

50. Incentives are absolutely needed for brands to recruit them into the programs

51. Consumers are very positive about the use of their location information, provided there is an exchange of value

52. Texts have most immediate impact on low-consideration products with many retail outlets - more chances to purchase, triggers impulse buying.

53. But texts also help to build loyalty and increase awareness of new product intros for higher-consideration products, and serve as reminders

54. Successful recruitment can happen via dedicated email blasts, in-store signage and promotions, direct SMS and social networking