Million present 10 ways that companies are experimenting with location marketing, using the ability to target customers in their location.

1. 10 ideas how
to make revenue
with location
marketing

2. LocationMarketing

3. LocationMarketing
The ability to market to a specific audience
The ability to market to a specific audience
at a defined time in an exact location
at a defined time in an exact location

4. Mobile GPS Facebook Places Vouchers
Mobile GPS Facebook Places Vouchers
Google Maps MePls Alfred O2 Media
Google Maps MePls Alfred O2 Media
Foursquare Groupon Living Social Loopt
Foursquare Groupon Living Social Loopt
Voucher Kitty VoucherCloud Lokast
Voucher Kitty VoucherCloud Lokast
Paypass In-store Signage Motion Sensors
Paypass In-store Signage Motion Sensors
Google Wallet Near Field Communications
Google Wallet Near Field Communications
Instagram VoucherChaCha Gowalla
Instagram VoucherChaCha Gowalla
Colors Wowcher QR Codes Trip Advisor
Colors Wowcher QR Codes Trip Advisor

5. 1

6. FitnessFirst
O2 media generated over £385k by sending promotional texts to
O2 media generated over £385k by sending promotional texts to
customers in the catchment area of aaFitness First gym. The offer was
customers in the catchment area of Fitness First gym. The offer was
two days free pass to the local gym. Over 1,100 people signed up. This
two days free pass to the local gym. Over 1,100 people signed up. This
shows two fundamental principles of location marketing:
shows two fundamental principles of location marketing:
1. Opt-in is essential. Location Marketing requires trust between
1. Opt-in is essential. Location Marketing requires trust between
consumer and brand
consumer and brand
2. The customer expects rewards in return for sharing personal
2. The customer expects rewards in return for sharing personal
information.
information.

7. 2

8. EMI
Evanescence
Fans attending aaconcert use Foursquare to check-in at the venue to reveal aa
Fans attending concert use Foursquare to check-in at the venue to reveal
special promotion in the form of aahidden link. They click on the link to reveal aa
special promotion in the form of hidden link. They click on the link to reveal
code which enables them to buy an album or merchandise at aadiscount
code which enables them to buy an album or merchandise at discount
1. The concept of ‘checking-in’ is central to Location Marketing. Customers
1. The concept of ‘checking-in’ is central to Location Marketing. Customers
will rapidly accept this when visiting physical spaces.
will rapidly accept this when visiting physical spaces.
2. The rewards can be supplied by external third parties, not just the venue
2. The rewards can be supplied by external third parties, not just the venue
3. ‘Events’ and ‘Location’ are interchangeable. When I Icheck in to aa
3. ‘Events’ and ‘Location’ are interchangeable. When check in to
conference, am I Ichecking in to the building or the event? Marketing must
conference, am checking in to the building or the event? Marketing must
create events to encourage check-ins.
create events to encourage check-ins.

9. 3

10. IsleOfWightFestival
VIP’s attending Isle Of Wight festival were given
VIP’s attending Isle Of Wight festival were given
NFC wristband’s with £30 pre-loaded. This
NFC wristband’s with £30 pre-loaded. This
enabled them to pay for food & beverage at
enabled them to pay for food & beverage at
participating vendors, including Jamie Oliver’s
participating vendors, including Jamie Oliver’s
Feastival tent.
Feastival tent.
1. A ‘Location’ can be temporary and
1. A ‘Location’ can be temporary and
occupy aaphysical space for aashort
occupy physical space for short
period of time.
period of time.
2. Brands can pre-load money, keys,
2. Brands can pre-load money, keys,
tickets or content on to NFC
tickets or content on to NFC
wristbands.
wristbands.

11. 4

12. Car Reservation
A car can be reserved by any one in aacar pool by sending aa
A car can be reserved by any one in car pool by sending
text. The car’s time and location is confirmed. 15 mins before
text. The car’s time and location is confirmed. 15 mins before
the reserved time, an electronic key is sent which can unlock
the reserved time, an electronic key is sent which can unlock
the car and start the engine.
the car and start the engine.
1. Products such as cars, bikes, clothes and furniture are
1. Products such as cars, bikes, clothes and furniture are
now being hired rather than sold. People have
now being hired rather than sold. People have
temporary & specific needs in certain locations.
temporary & specific needs in certain locations.
2. Brands should examine the needs of their customers and
2. Brands should examine the needs of their customers and
whether they could be better served through rental at
whether they could be better served through rental at
specific locations.
specific locations.

13. 5

14. Ving Card
Hotel Keys
Ving are the global leaders in hotel key swipe cards. They gave 30 of their best
Ving are the global leaders in hotel key swipe cards. They gave 30 of their best
customers aaphone which could be used as the hotel room key. However, itit
customers phone which could be used as the hotel room key. However,
could also be used to pay for services such as drinks in the bar and the Spa.
could also be used to pay for services such as drinks in the bar and the Spa.
1. Certain locations, e.g. hotels, conferences, are the start of aa
1. Certain locations, e.g. hotels, conferences, are the start of
customer journey. The brand should build partnerships to offer
customer journey. The brand should build partnerships to offer
additional services. For instance, aahotel could offer car
additional services. For instance, hotel could offer car
reservations such as on the previous slide. Or aalocal Starbucks
reservations such as on the previous slide. Or local Starbucks
could offer aacomplimentary drink. AAtheatre could offer 2-4-1
could offer complimentary drink. theatre could offer 2-4-1
tickets, and so on.
tickets, and so on.

15. 6

16. Pizza Express offered customers in their Richmond branch free dough
Pizza Express offered customers in their Richmond branch free dough
balls ififthey opted in to receive future special offers. Subsequently,
balls they opted in to receive future special offers. Subsequently,
they received texts containing details of future promotions which they
they received texts containing details of future promotions which they
could accept.
could accept.
1. Over 13% of diners opted in, and over 6% of daily revenue
1. Over 13% of diners opted in, and over 6% of daily revenue
was attributed to the promotion.
was attributed to the promotion.
2. Would this have worked ififitithad been aaNational
2. Would this have worked
had been National
promotion? Are Brands missing the local nature of their
promotion? Are Brands missing the local nature of their
restaurants within the community? Should each restaurant
restaurants within the community? Should each restaurant
have it’s own ‘Place’ which builds aalocal community?
have it’s own ‘Place’ which builds local community?

17. 7

18. SmartBoards
Zappit have developed aa‘Smart Board’ that can be used by
Zappit have developed ‘Smart Board’ that can be used by
estate agents on house ‘For Sale’ signs. The QR or NFC code
estate agents on house ‘For Sale’ signs. The QR or NFC code
connects the prospective buyer directly to details about the
connects the prospective buyer directly to details about the
property.
property.

19. 8

20. BrandTable
For use in shopping centre food courts,
For use in shopping centre food courts,
Brand Table enables customers to swipe
Brand Table enables customers to swipe
their chosen take away providers and
their chosen take away providers and
see aamenu. Their order can be paid for
see menu. Their order can be paid for
online and when it is ready, their
online and when it is ready, their
number is called and they collect.
number is called and they collect.
This highlights an important concept
This highlights an important concept
called ‘Preferred Location’. The
called ‘Preferred Location’. The
customer’s preferred location is at their
customer’s preferred location is at their
table, not waiting in aaqueue. Therefore,
table, not waiting in queue. Therefore,
the brands can use technology to
the brands can use technology to
provide their services at the customer’s
provide their services at the customer’s
location. This will become far more
location. This will become far more
widespread as NFC and mobile phones
widespread as NFC and mobile phones
mean Brands seek their customer’s
mean Brands seek their customer’s
preferred location rather than try to
preferred location rather than try to
bring them in to their stores or
bring them in to their stores or
restaurants.
restaurants.

21. 9

22. Olympics2012
The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA
The 2012 Olympics is the world’s biggest sporting event. Thanks to Samsung, Lloyds and VISA
it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung
it was also the biggest NFC trial ever seen. Every athlete was given an NFC-enabled Samsung
Tocca Lite, which could make payments using aapre-pay wallet. London based marketing
Tocca Lite, which could make payments using pre-pay wallet. London based marketing
companies launched NFC trials knowing thousands of phones were in the area.
companies launched NFC trials knowing thousands of phones were in the area.

23. 10

24. Jamiroquai
NFC Poster
The Jamiroquai NFC poster was produced
The Jamiroquai NFC poster was produced
to entice fans to use their NFC phones to
to entice fans to use their NFC phones to
click and be rewarded with exclusive
click and be rewarded with exclusive
content. This could be aalink to aavideo, aa
content. This could be link to video,
discount on the merchandise or to launch
discount on the merchandise or to launch
aamobile app, which could in turn offer
mobile app, which could in turn offer
further content.
further content.

25. Sony Music
The Orchard
NeilCartwrig
ht
Media Agency
17 years in Internet
CMS / CRM
The Prodigy
ReedMIDEM
Media Junction
Mobile
Content Management
HMV Mama Group
Digital Marketing
Social Media
The O2
Loyalty Programmes
Digital Advertising
Digital DistributionSEO
Website Development Jamiroquai

26. NeilCartwrig
ht
www.millionmedia.com