Jumping in to Location-Based Cause Marketing - dummies

Jumping in to Location-Based Cause Marketing

By Joe Waters, Joanna MacDonald

Location based cause marketing has many drawbacks but also many positives. Here are five reasons to start and stick with location-based marketing for your cause:

  • Men, men, men. Because twice as many men use location-based services as women, location-based marketing may be a great fit for male-oriented brands in the gaming, consumer electronics, and sportswear industry. And what about male-focused causes like City Year, testicular cancer groups, and charities that raise money for lumberjacks (yes, they exist!), police officers and firefighters?

  • The web is dead. Long live the mobile web. It’s expected within a few short years that global Internet consumption on mobile devices will surpass the same activity on PCs. This transition will dramatically impact how products and services are marketed when you are in or near your favorite stores.

  • Pinups won’t last forever. No one is sadder than the originators of Pinups because a ton of money and awareness with them, but the bloom is already off pinups, which have been around since at least the 1970s, and their bar codes, well, are numbered.

    Location-based marketing is a new opportunity for cause marketers to engage consumers where they shop and when they care. Shoppers that check in to a retailer will be asked to support a cause, possibly in exchange for savings on purchases. Soon they’ll be able to make the donation right from their phone via a mobile app.

  • Don’t wait for users. Enlist them. Don’t wait around for Foursquare to become Facebook. Create your own success now. Find ways to integrate location-based marketing into your existing programs and events.

    If you’re doing a walk in conjunction with a cause marketing program with a retailer, you could extend special privileges to existing customers that check in the most (these people are called Mayors on Foursquare and Dukes on Yelp) and then walk at your event. Maybe being mayor gets them a free t-shirt, a ride in the pace car for the last mile, and so on.

    The point is that you want to incentivize people to become users, instead of just waiting around for them to sign up on their own.

    Flyer for a special promotion a cafe is offering to FourSquare users.

  • Not talking about a huge investment of time. Location-based marketing needn’t be time-consuming after you get up to speed. Foursquare may be tiny compared to Facebook, but it’s also a lot less sophisticated.