And sometimes we may even hear them uttered together in one breath as SoLoMo.
With an increase of users relying on mobile phones, tablets and their accompanying geo-location technology, businesses today are increasingly finding the need to think locally. So, how does SoLoMo work for businesses?
In this post, we’ll introduce 26 tips, an A-Z guide for location-based marketing.
If you’ve been wondering about location-based marketing, chances are that you’ve thought about how you’ll go about measuring performance.
Since its inception in November 2008, Groupon (think social media meets coupons) has transformed the way local businesses promote their products and services.
How does it work?
First, you agree to become a featured business on their network. You then reduce your product or service price by 50% or more. Groupon promotes the deal and gets new customers through your doors. For every deal, Groupon gets between 30% and 60% of your drastically reduced price.
Since location-based check-in app Foursquare was launched at South by Southwest in 2009, the app has seen exponential growth, reaching over 7.5 million users this year.
Other apps have been popping up as well, as geolocation takes center stage in the mobile arena and users flock to apps that create games from typical situations and offer rewards for users.
Two years later, check-ins are old news and the still-young area of geolocation is evolving to keep users interested. Apart from gamification through leaderboards and badges (or stickers, or pins), the motivation for users to participate in location-based networks is severely lacking.
Ask any marketer about trends for 2011 and you’ll undoubtedly hear the phrase “location-based services.” However, among Foursquare, Facebook Places, SCVNGR, Gowalla and many others, marketers have a lot to choose from.
What are location-based services?
Location-based services allow users to connect with others based on their current locations. In most cases, people use their smartphones (iPhone, Android, Blackberry) to “check in” to businesses like restaurants, bars and stores they visit. These locations are then broadcasted to their online friends.
These loyal fans now have an arguably easier way of showing their support—and connecting with each other—through Foursquare.
In a pilot for the 2010 football season, the NFL team rolled out Foursquare as a way to reward fans for attending home games or rallies during out-of-town games.
I’m always surprised at how few retail spaces take advantage of Twitter and Facebook (yes, there are exceptions). The costs are low, the risks are manageable and your customers are already using the platforms.
By engaging customers “where they live,” you can increase the foot traffic to your shop and grow your business.