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The Kelsey Group estimates the US location-based ad market is growing from $135B in 2010 to $145B in 2013. The digital segment alone is growing from $19B to $32B, with a 5 year CAGR of 18%, while traditional location-based channels will decline 4.5%. Today, people are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. 53% of the on-the-go audience is willing to share their current location to receive more relevant advertising and 46% is more likely to engage with an ad that is relevant to their current location. Just as brands were challenged on how to "socialize" themselves in the social media space, today brands need to think about how to "localize" themselves with their consumers. In this interactive class, David Staas, SVP of Marketing, JiWire, Inc. and the General Motors brand Buick, will help national brands build a local advertising strategy. Staas will emphasize the importance of understanding the context of a location and new technologies to leverage the exact location of every ad delivered – from latitude and longitude to venue type and even venue brand for greater context. Buick will also provide insight on their best practices and experience along with insights on proprietary location-based data.
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Location! Location! Location!Location-Based Advertising
David Staas,SVP Marketing, JiWire
John Gasloli, Creative and Integration Advertising Manager, Buick-GMC
Birth of Location Media
Places
We are now Digitizing Everything!
Location Can Now Be DigitizedCreating New Advertising Oppportunities
Three Types of Location Data
IP Address GPS Location Context
Importance of Location Context
Virtually Same Point on a Map
Two Very Different Environments
51% Yes49% No
46% No 54% Yes
Men
42% Yes58% No
Women
What Does the Consumer Think?
51% Overall
Are willing to share their current location to receive more relevant advertising
Range 50% - 57% for all age group demos between 18 – 54
Source: JiWire Mobile Audience Insights, Q2 2010
Creating Opportunity for Location-Based Advertisers
45% More Likely
to engage with location-based
advertising
Source: JiWire Mobile Audience Insights, Q2 2010
What location-based advertising most appeals to
you while on-the-go?39%
36% 35%
29%
14%
Source: JiWire, Q2 2010.
Consumers Want More than Just Coupons
• Coupons
• Store Locations
• Reviews
• Product Info
20%Smartphone owners
who made trip to store after receiving
a coupon
Insight Express
82%Use mobile phone in
a store
In-Store Location Solutions
Nearby “Check-In” Solutions
“Locationizing” Your Brand
“Locationizing” the Full FunnelBranding to D.R.
• Generating store traffic from a broad footprint
• Educating about products and services
• Driving adoption of in-store retail solutions
MicrosoftLocation Messaging
• Location relevant message integrated into the creative
• National brand becomes a NY brand, a Dallas brand, an LA brand, etc.
40% Higher Engagement than Non-Location Campaigns
BuickLocation to Define Audience
• Why Starbucks / JiWire– Location Audience: Café Demo is
perfect fit for Buick Regal as Buick targets younger more affluent consumers
– Location Venue: Brand association with Starbucks. It is the company you keep; Buick looks to associate with premium, credible recognizable brands.
– Location Offer: Digital experience (free WiFi) courtesy of Buick. Give consumers something they want, that they may not expect from a brand (Buick) that they may not have considered in the past
BuickLocation to Define Audience
23% In Market for a Vehicle
23%
• 77% Plan to Make a Big Ticket Purchase • 66% HHI over $50k• 27% Plan to Buy a New Laptop• 46% 18-34 age group
Fedex OfficeLocation Call to Action
Geo-Fencing Approach
Store Locator Geo-Fenced Zone
Consumers Responding to Location Content
Standard Ad Localized Ad
100-120% Lift in CTR with Local Call to Action
120%
Starbucks & FoursquareLocal Mobile Couponing, Near ProximityStandard Venue
Check-In
Nearby Offer Based on User Location
ShopKick, BestBuy, NearbyNowIn Store Location Marketing
Why Digital Place based Media is Important to Buick
• Reach new consumers
• Unexpected discovery
• Give consumers what they want, when they want it, where ever they are
Buick - Tweet to Drive
Tweet to Drive turns the traditional test drive on its head bringing the experience directly to consumers at a
time and location of their choosing using the convenience and speed of Twitter
as a communications platform.
What It Is
• To book a test drive, Twitter users @ reply the channel (@DriveBuickChi) and specify a location and destination
• Facilitating the test drives are three Buick Brand Ambassadors, Chicago-bred, social media power users
– Seed opportunity to test drive with their followers
– Speak to key features of the vehicle and the latest cultural happenings in Chicago
• Participants are eligible to receive special prizes to culturaldestinations in Chicago as a built-in incentive for their drive
How It Works – Chicago Example
Tweet & Drive – Twitter Channel• The @DriveBuickChi customized Twitter channel serves as the Tweet to
Drive program backbone – Since program launch in July, have garnered 330 followers, and over 500 @replies
• Within first 3 days alone of our launch of @DriveBuickChi, our ambassadors scheduled 6 drives and competed 2 (@nduhoski and @chowbelle) who boast nearly 4,000 followers between them
• Each drive received favorable reactions that praised the creativity of the program to bring the car to online users on their own terms leveraging social media
• What’s next – remain in a city 2-3 months– Move on to Austin and Philly before end of year
– Focus on key share markets in 2011
Media Coverage / Online Discussion
• Great deal of early chatter both on Twitter as well as on local blogs and broader mainstream media both nationally and regionally
• Outlets including BusinessWeek, Chicago Sun-Times and Northwest Times have mentioned the Tweet to Drive campaign, as well as individual blog posts and online media praising the innovative nature of the program and citing it as another example of how the Buick brand continues to evolve, court a younger consumer
Buick – Regal Remix
GoalTo create fun, cool, no pressure consumer events that allow consumers to
experience Buick in a social setting on their own terms.
4 events successfully completed (Dallas, San Antonio, Chicago and Boston), 2 more planned for the year (Miami and NYC)
Format• An evening concert sponsored by Buick featuring a local band,
refreshments and vehicles at an upscale location
• Vehicles are at venue for consumers to sit in and view
– NOT an opportunity to sell vehicles or generate leads, but to create a positive buzz for the brand
Who Is Invited
• Use the power of Location via Thrillist Nation subscriber base to reach young professionals looking to discover the coolest things to do in their city during any given weekend
• Also, reach out to professional organizations in the area
– Social media club– Public Relations Society of America– Local businesses– Chamber of Commerce and top
corporations in the area– Local media to attend event including
top local bloggers, news stations and local papers
– Dealers can invite their “younger” new customers and prospects, not their traditional Buick buyers
Why Thrillist Nation?
• Growing online portal with millions of members who track daily the best of what’s new their respective city
– Has the ability to manage events (ie. tracking of invites and onsite logistics)
How It’s Advertised
• Partner with local radio channels that fit our demographic of 30-45 male
• Invite also posted on local event sites for subscribers to see (ie. San Antonio News Express)
• For example, local market Sports Clubs
• Electronic invitations and RSVPs so it can be easily forwarded by people.
– 2-3 weeks prior to event, allows for online RSVPs, and actually track who shows post-event (about 50% take rate on those who RSVP they are coming)
Must Haves – Location
• Upscale venue that can accommodate a concert and 4-5 display vehicles
• With the Buick target, the location that is chosen to deliver our message is almost as important as the our product itself, as they see it to be an extension of themselves
• Arrange for catering at location and create a special “Regal” drink by partnering with a beverage distributor
Must Haves – Music
• Local musician that has a large/popular following in the community
– Buick is using more contemporary artists that have a regional flair (ie. Ben Kweller in Dallas, Bob Schneider in San Antonio and Augustana in Chicago)
• Hire local DJ to play and host event prior to band playing
• Purchase the band’s CD of the performing band at a discounted price as part of the contract to give away to attendee.
– Includes a sticker thanking folks for attending and invited them to join us at www.facebook.com/buick or at www.buick.com
Must Haves – Vehicle Interaction• Display Enclave, LaCrosse and Regal for consumers to view and sit in.
• Have subject matter experts by each vehicle to talk about features of product. Not to sell, but to answer questions.
• Buick brand representative thanks attendees for coming, introduce brand and vehicles for them to take a closer look at
Must Haves – Thank You• All attendees received a business card inviting them to join us at
www.Facebook.com/buick or at @Buick on Twitter. Encourages them to visit their local dealer and gives them a person to contact to receive the GM Supplier discount
For event video and photo gallery go to http://thrilllist.com/RegalRemix#t0i0
• On average, post-event Buick is attracting 200-300 additional follower on Facebook and Twitter
Buick – Beyond QR Codes
• See something, take a picture, learn more
Search by Sight
Search by Sight
• Attaching a bar code to every physical object in the world is unrealistic.
• Google’s revolutionary new technology Goggles provides a pointer to the real world, allowing you to use your phone to discover information about the physical world around you.
Location! Location! Location!Location-Based Advertising
David Staas,dstaas@jiwire.com
John Gasloli, john.gasloli@buickgmc.com
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