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Cheat Sheet

Location-Based Marketing For Dummies

From Location Based Marketing For Dummies by Aaron Strout, Mike Schneider, B. J. Emerson (Foreword by)

With more people owning smartphones and checking in to location-based services, the possibility of reaching a meaningful swath of consumers — and more importantly, knowing where they are during the day — is becoming a reality. You want to reach those people with your location-based marketing campaign. This cheat sheet has some helpful tips that are integral to location-based marketing.

The Five Rules of Location-Based Marketing

Although most users of location-based services use them for fun and entertainment, they like getting value from it as well. When you're marketing with a location-based service, you'll find success if you follow these simple rules:

  • Stake your claim to place pages in every system. Don't be afraid to try more than one.

  • Connect with the people who check in to your location the most. Be they mayors, ambassadors, leaders, duchesses, chiefs, poobahs, or sheriffs.

  • Create valuable offers that apply to everyone. Follow the Ben & Jerry's Rule of creating an offer that everyone can use.

  • Test, learn, and optimize. Especially while the risk is low and return potential is high.

  • Operationalize, operationalize, operationalize. Make sure all your employees are aware of your offers and how to implement them. There's nothing worse than having a good offer that customers can't cash in on.

What Goes Into a Good Location-Based Offer?

Wondering what goes into a good offer? The Ben & Jerry's offer is widely considered a good offer. The ice cream chain offers a foursquare deal of 3 scoops of ice cream for $3 on any check in. The mayor receives an extra scoop for free. This is a good offer because

  • This is a great value for all customers. The chain also offers an extra deal for its most loyal customer, the mayor of the venue.

  • The best part is that anyone can get the deal; all they have to do is check in on foursquare.

The Big Players in Location-Based Marketing

Start off exploring these main players in location-based services and then, when you feel comfortable with your marketing strategies, you can branch out to other smaller, niche services.

Foursquare With over 10 million members, foursquare is easily the most popular of all the LBS platforms. The system features check-ins, tips, badges, and points for accomplishments, a leaderboard, the most comprehensive specials platform, and a way for users to explore nearby tips.
Gowalla The Gowalla platform is dedicated to exploration and storytelling. Users check in to places and collect stamps and virtual items along the way. Users are then given a pin to show that they completed the trip.
SCVNGR SCVNGR lets you set up elaborate scavenger hunts. Aside from traditional scavenger hunts, it's ideal for creating a series of activities that act as a template to show users how to experience your brand. SCVNGR also has a rewards platform that allows you to give users incentives to do these tasks.
Yelp Yelp helps people find great local businesses like dentists, hair stylists, and mechanics.
Facebook Places Facebook Places allows users to share where they are, connect with friends, and find local deals. Any of Facebook's 650 million users can use Facebook Places.
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