Present Timely Location-Based Deals, Offers, and Content - dummies

Present Timely Location-Based Deals, Offers, and Content

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

The great thing about location-based marketing is that there are several ways to make your deals, offers, and content timely and relevant to the customer.

  • Lock down location to present hyper-targeted deals.

    Location-based services (LBS) give you a person’s location, as well as an aggregate view of where a person likes to go. One way to get an aggregate view is to create applications that are applicable in only certain locations.

    For example, building a mobile commerce checkout application using AisleBuyer allows you to know exactly where customers are in your store. The application allows users to scan an item to get prices and details, build an in-store shopping cart, and even check out without going to the register. You can give customers deals on the items they scan or chances to win their entire cart!

  • Cast a wider net with location-based circular-style applications.

    Some applications, like shopkick, essentially act like a store circular (a branded, mini-newspaper that advertises current deals for a particular store). For instance, shopkick tells a customer about all the deals in your store. Customers earn points for checking into products. shopkick is designed to get people to explore products in the store and rewards them for doing so.

  • Use recommendations and tips to enhance your business profile.

    You can include tips about your own business — but beware of appearing self-serving if you do so. Instead, consider opportunities to leave messages that enhance the experiences of people who see your message.

    Hugo Boss is a brand that is about modern style and elegance, and the company uses tips in a unique way. Hugo Boss aligned itself with New York City’s finest museums, its foursquare profile page includes a contest and tips about various museums in New York. The tips tell you how to find winning works of the Hugo Boss Prize, an award given every two years to recognize contemporary artists.


  • Use reviews and blog posts to increase content longevity.

    Check out the reviews on services like Yelp and Chowhound. Yelpers write detailed reviews about their experiences.

  • Create contextual offers that bring people to your location.

    Your ultimate goal is to get a person’s data and make very smart recommendations that the participant will like, resulting in a sale.

    Halls wanted to use WHERE to drive cough drop sales. WHERE used its dynamic targeting abilities to target regions that scored high on the flu index. WHERE used geofencing technology to serve the offer to people near CVS, Walgreen’s and Walmart locations.

    The campaign outperformed a similar static campaign by 62 percent. The static campaign served the offer to people no matter their flu index score and no matter their location. They found that proximity to the drug store and a higher propensity to be sick increased the call to action significantly.

    McDonald’s wanted to test the context that place applies to see if proximity to the restaurant made people more likely to look at their offer. Average click-through for banner ads is around .02 percent. Targeting people who were near McDonald’s and telling them how close the nearest one yielded a .92 percent click through rate. While the click through rates are low, the percent increase is very significant (4500 percent).