“Retail, meet Miss Location based Media
February 4, 2010
— digital planning, foursquare, social gaming, social media
Ye olde days when exact targeting was a mere dream
I remember when I first started in our esteemed industry the mantra drummed into me was ‘the right message, at the right place, at the right time’. Ever since then that mantra has done me proud. All my strategy was and still is driven by knowing the people you communicate with. Know them and you know what to say, and with this insight the ‘where’ and ‘when’ can be guestimated.
Location based retail marketing in the digial age
Then comes along location based apps. No more guestimation about place and time. Retail marketing meet the digital age. Now all we have to do is set up some kind of value exchange for the permissin to use these applications.
Some ideas that could be explored to bring the two together
1) On applications like mobile Google maps include promotions to drive footfall as well as contact/ address details
2) Get people to make their phone ‘discoverable’ with the promise of promotions when they pass your store
3) Gain permission to track an individual’s mobile number by promising something unbelievably special and yummy when they get close to a retail outlet. Like a hug from the Abercrombie and Fitch boys possibly…maybe…
I wouldn’t know where to start with getting the technology in place to do this, but it is something that I would love to explore.
– Posted using BlogPress from my iPhone