'You are Here' 2.0
The “4 P’s of Marketing” have become 5. Price, Place, Promotion, Product, and now ‘Places’ by Facebook. It turns out location IS everything!
This integration of location and communication has grown exponentially since the introduction of Geocaching in 2000. Today location based services (LBS) is a vital component of social media marketing. Mobile devices featuring GPS-technologies are proving to enhance the business/customer relationships, yet again trumping traditional one-way marketing streams. Not to mention the popularity, LBS is the hottest social media trend, making social media junkies real-life moving tarkets for marketers and advertisers. Right now the most prominent use of LBS comes in the form of ‘checking – in’ with Facebook Places, Foursquare, and Gowalla, or online couponing with Groupon and Facebook Deals.
But there are literally hundreds of uses for this constantly changing technology:
- Finding schedules of local events
- Locating the nearest sports bar, all night diner, or ATM.
- Turn by turn navigation and maps
- Receiving alerts on things that affect you in your daily life like traffic jams or gas prices
- Games where your location is part of game play
- Real-time Q&A with the venues that surround you
You are a few steps behind if you haven’t asked yourself already, “should I be using this new tool in my marketing mix?”
Well let’s figure that out…
1. Is there an LBS that matches your customer base?
If yes, your target customers are smartphone toting social networkers and LBS is perfect for your business.
2. Does LBS fit your current marketing strategy?
If not, it’s time for a new strategy! Just kidding, your business might already be ‘wired in’ to other kinds of sucessful online marketing strategies. LBS is just one tool in your social media belt, don’t worry if you don’t use it right away.
3. Will location enhance your chance to generate business?
Consider whether your physical location relates to your brand. Is your business one that people spend lengthy amounts of time in, or is it a ‘quick stop’ – think of how these things factor in.
You’ve met the criteria, and you’re tapping into the next big trend. So now you’re wondering…
“I’m using it, but am I using it well?”
1. Check with your friends.
You have to know people using your LBS of choice, what are their thoughts on your efforts so far? A fresh set of eyes can give you a better perspective.
2. Are you using LBS with incentives to reward your best customers or attract discount hunters?
Make a conscious decision on who you’re going after – how would each target help your bottom line?
3. Are you marketing your LBS efforts?
Since LBS reach is still comparatively low, make it part of your larger media campaign with some in-store signage, and mentions in print ads and TV commercials. If you’re already on facebook and twitter this is something that you should have already done *hint hint* Ask us about our ‘like us on facebook’ double-sided decals to display within your business!
Hopefully we’ve asked the right questions and now you know where you stand when it comes to location marketing, if not, I think there’s an app for that.