OptimizeYour Location-based Marketing Campaign - dummies

OptimizeYour Location-based Marketing Campaign

By Aaron Strout, Mike Schneider, B. J. Emerson

Optimizing your location-based marketing campaign shouldn’t be rocket science. One key to improvement is isolating what’s working and what’s not. If you change too many variables too quickly, you can impact the campaign in ways that you can’t replicate in the future.

Often, optimization requires time to elapse so that you have enough data points to effectively measure the components you’re tracking. Depending on the volume of your check-ins combined with the nature of what you’re trying to measure (many times, qualitative measurement requires less data than quantitative to be statistically significant) it may take a while before you have conclusive data on whether your campaign is succeeding.

So here are a few variables to look at when you’re optimizing:

  • Offers: The easiest aspect of your campaign to control is your offer. Consider changing the type of offer or adjusting from a coupon discount to a freebie or experience. Which drives the best results? Remember what you’re measuring though. If your goal is to get more referrals, you may need to spend more money or time creating an experience versus a discount.

  • Awareness: Are you doing the most you can do to promote your location-based campaign? Think about adding table tents, or put stickers or signs on your front door as customers walk in, reminding them to check in. If you don’t mention that you’re participating in a location-based campaign on your website or Facebook, try doing that to drive greater awareness.

  • Platform: Try another location-based service. If you started out on Gowalla, for example, consider testing foursquare, Facebook Places, or Yelp. Compare how two campaigns perform side by side for optimal results.

New entrants in the space like SCVNGR’s Level Up and Closely’s Social Select enable you to have much more control on the offer (time of day, repeat customers, and referrals).