Communicate Inside the Company about New Media Offers
The place where most companies have failed with their location-based marketing efforts has been in the institutionalization of the campaign. That’s a fancy way of saying that nobody told the staff about an offer that had been launched. It is critical that all customer facing staff are up to speed on which platform(s) are being used, what the offer(s) entail, and how to redeem the offer.
Depending on the size of your organization, getting the word out can be as simple as walking everyone through the key details of your campaign during a staff meeting (or a series of staff meetings). If you work in a larger organization, consider some formal training along with a communications plan that includes multiple touch points. This can include e-mails, posters, an intranet mention, and voice mails, among other tactics.
First and foremost, you want to make sure that whoever is administering your location-based campaign clearly understands the rules and nuances of the platform you’re using. Your LBS administrator should be willing and able to answer any questions regarding the campaign, especially during the first few weeks that it rolls out.
If you own a business that sells things (a restaurant, bar, or antique store, for instance), make sure that you have the offers set up in your point-of-sale (POS) systems.
Be sure to share what the offer is, what it looks like on a variety of different phones, and whether your employees are empowered to make on-the-spot decisions about any trouble that might arise (such as a participant claiming to have checked in but the offer doesn’t trigger on his phone).
Print a one-sheet write-up of all the rules with contact information if your employees are unclear about what they’re supposed to do. Realistically, they should all be empowered to do the right thing by the customer in the event that there’s confusion about the offer.
One additional note — and this is stating the obvious — be sure that you have enough of a supply of whatever you’re offering (t-shirts, mugs, lunch slots with the owner, and so on) to run the duration of your campaign. If there’s any doubt about whether you’ll exceed your supply, consider time-bounding your offer so that you can get a better sense of what your take rate looks like.
If someone has taken the time to check in to your location to take advantage of an offer, you or your staff need to know how to follow up. If you can’t figure out what to do, it’s a huge momentum killer.