Location Based Marketing (LBM): Where Are Your Customers? - Part 2

As discussed in the previous article, consumers are no longer tethered to a desktop, or even an office. Chances are, many of your customers are on the move, driving, strolling the city sidewalks, and looking for a place to get lunch, or a nice boutique to browse.

Here are more Location Based Marketing ideas.

Push incentives like coupons can also be delivered directly to mobile phone users who have signed up to be notified of special sales and events. The local car dealership, for instance, can deliver a FREE OIL CHANGE coupon to its client base. Customers simply show the service manager the coupon on their smart phone screens and pull their vehicle into the service bay.

Events will be marketed using location based marketing. Flash mobs are already springing up in mall food courts, and on-the-fly yoga lessons are taught in the serenity of a local park. These events employ mobile marketing to draw nearby consumers to join in.

Helpful information and urgency will also be sent using mobile devices. Using the GPS function of most smart phones, businesses are targeting prospects within a few blocks of the business’ location. A store on High Street may send a “Two-for-One” special offer to nearby mobi users. That’s helpful.

To encourage the performance of the most desired action (MDA), many businesses create an artificial time frame for specials. “For the next hour, all beverages are half price at McNulty’s Bar and Grill” pulling in consumers by creating a sense of urgency.

An airline can send flight information to inform flyers that there’s a 25 minute delay in take-off. Helpful and urgent.

Traffic authorities can send accident information or other delay notifications to people in the area.

Maps and directions showing how to reach the desired business will also be used more frequently. It’s not enough to provide an incentive to draw in new customers. Marketers now provide directions to the desired location, making it simpler to reach the store, restaurant, or other consumer venue.

Another growing location based marketing trend is service delivery. Uber, the free-form taxi service, uses a consumer’s location to send alerts to Uber drivers.

Have your pizza delivered to the park or the beach using a smart phone app. It’s no longer necessary to go to the business. The business now comes to you wherever you are.

Context awareness is an important aspect of LBM. Mobile devices can provide useful information within parameters set by the user. For example, as you near a vacation destination, you may receive a greeting from your hotel concierge, along with the local weather forecast, reservation confirmation for a show, the evening dinner specials, and other useful information as you near your destination resort.

On the other hand, if the consumer is nearing a vacation destination, chances are they aren’t thinking about a “free tire rotation” so the location of the consumer is critical to sending the right message to the right people who just happen to be geographically close to the business.

The message must fit the context of where the consumer is and what she or he is looking for. The Internet provides locations. The business provides the sales information to pull in more consumers.

Every savvy business owner looks for new marketing channels and increased message specificity. Using location based marketing and mobile tech is the ideal means to reach nearby customers and draw them in with relevant information, incentives to buy, and directions on how to reach the store, restaurant or watering hole.

It’s time to rethink your business’ marketing strategy to become pro-active in reaching potential customers who are just around the corner looking for a business just like yours.

Click here to read part 1 of this article.




email ih@ihgroup.com.au

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