1. LOCATION-BASED MARKETING for Professional Services Firms Jessica Levin Leigh George, PhD

3. Check-in services

4. Group buying

5. QR codes

6. Applications for professional services

7. Case studies

9. OVERVIEW What is location-based marketing (LBM)? Using mobile devices to deliver a targeted marketing message to users in a specific geographic location.

10. OVERVIEW What is gamification? Applying game mechanics to non-game activities Points Badges Levels Leaderboards Challenges Think airline frequent flier programs and hotel loyalty programs

11. CHECK-IN SERVICES

12. CHECK-IN SERVICES Check-in services Over 10 million users! 1.6 million users. Most users are 13 to 38 years old.

13. CHECK-IN SERVICES Check-in services Over 700 million users worldwide! Over 10 million users!

15. 7% of adults who go online with their mobile phone use a location-based service.

16. 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.

17. 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).

18. 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.Pew Research Center’s Internet & American Life project, November 2010

19. CHECK-IN SERVICES Check-in services How do they work?

20. CHECK-IN SERVICES Check-in services

21. GROUP BUYING

22. GROUP BUYING Group buying

23. QR CODES

25. Drive to online content: website, social network, video, etc.

26. Enable direct calls, emails

27. Download an MP3

29. QR CODES Is it audience appropriate?

30. QR CODES QR codes MicrosoftTag

32. Explain what apps they need and how to download

33. Promote the timing and details of a campaign

36. SEO

37. Data mining

39. Create a location to people to check-in

40. Minimal interaction

41. SCVNGR

42. Challenges

43. Greater interaction

44. Organize a trek or just at your booth

45. BoothTag

46. Specifically for events

47. Scan booth and individuals’ barcodes—no need for business cards

50. Keywords are easily added in the form of tags

51. The address and location information are prominently displayed and crawlable

52. Venue profiles can be linked to Twitter accounts

54. From your browser, search for the place, click the "Is this your business?" link. Facebook will now verify your location by telephone

56. Page description

57. URLs

58. Links to your other social networks

60. Incentives or rewards

61. Events to attend, where to present

63. Helpful for travel and client events

64. Assist in inventory checks

66. Use it to find dining options when traveling for business.

68. CASE STUDIES

69. CASE STUDIES LevelUp Your Startup

70. CASE STUDIES LevelUp Your Startup For entrepreneurs with great ideas who could use discounted legal and accounting advice as well as coveted access to premier investors. Level 1: Foley Hoag attorneys will meet with entrepreneurs to help get their companies incorporated with a startup legal package. Level 2: A startup accounting package Level 3: Opportunity to pitch their company to top-notch investors Google Ventures, Highland Capital Partners and Common Angels, Robin Hood Ventures and DreamitVentures SCVNGR is a client

72. A share of the proceeds went to a charity

73. $2,800 worth of legal services for $250—91% discount

74. Goal was not making money but to support the local community of entrepreneursSCVNGR is a client

76. Who you are trying to reach: is there an audience in need you could tap into?

77. Potential partnersSCVNGR is a client

78. CASE STUDIES Delivering ads to mobile audiences Goal: To grow its customer portfolio for small business insurance programs Audience: Small business owners, many of which are on the go, traveling to and from meetings and accessing the Internet via their laptops, mobile phones, iPads and other devices during the course of the day Solution: Location-based ads that Integrated with existing outdoor advertising Worked with a location-based wi-fi ad company that delivers targeted third-party ads in public wi-fi areas British specialist insurer

79. CASE STUDIES Delivering ads to mobile audiences Mapped the locations of Hiscox’s outdoor ads to the vendor’s wi-fi advertising inventory. Business people who logged on to public wi-fi in the vicinity of one of Hiscox’sbillboards, were shown a correlating digital ad with clear call-to-actions, to encourage them to request a Hiscox insurance quote. Hiscox ads were also displayed on the wi-fi login pages at the point-of-connection to give Hiscox plain visability prior to users commencing online activity. Results: Click-through rates five times higher than the company’s average rate for traditional online display ads. British specialist insurer

81. Their online behavior

82. Where and how you could connect with themBritish specialist insurer

83. Contact Us: Leigh George, PhD Senior Digital Marketing Strategist, R2integrated lgeorge@r2integrated.com 410.327.0007 x 1211 linkedin.com/in/leighgeorge @leighgeorge Jessica L. Levin, MBA, CMP President and Chief Connector, Seven Degrees Communications, LLC jlevin@sevendegreescommunications.comlgeorge 908.294.5010 linkedin.com/in/jessicalevin @JessicaLevin Questions?