How Brands Can Get their Game On Using Geofencing

How Brands Can Get their Game On Using Geofencing

Lee Karchawer, Placecast

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Placecast at a glance

©Placecast, proprietary and confidential, 2013

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Placecast Capabilities


The opportunity:Location + mobile

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Market opportunity: $4 trillion in offline commerce

95% offline

5% online2012

$ 4 TrillionTotal US Retail Sales¹

¹Source: US Department of Commerce

Select SoLoMo Categories(Do not migrate easily to online²)

Restaurants

Grocerie

s

Clothing

Shoes

Beauty & Fi

tness

Venue Entertainment

0

100

200

300

400

500

600

700

OfflineOnline

$660B

$491B

$305B

$48B $34B$7B

²Source: Mike Ghaffary/TechCrunch 2-24-13 http://techcrunch.com/2013/02/24/brick-and-mortar-wins/


http://techcrunch.com/2013/02/24/brick-and-mortar-wins/


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Challenges Marketers Face with mobile + location

• Sufficient reach and scale• Verifiable audience targeting• “My consumers” vs. somebody else’s audience• Cross-channel attribution• Ability to “close the loop” and measure ROI• Reporting and analytics


ADVERTISER SOLUTIONS

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ShopAlerts drives real-world transactions


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Brand Value Highly Targeted Marketing


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Consumer Value Highly Relevant Marketing


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Closing the loop Measurable redemption through transaction


PlaceAd: delivers reach at scale for location


Over 10 Billion location-based impressions per month

Site-level transparency

Real-time bidding capabilities.

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PlaceAd: Localized mobile campaigns with national scale

• Reach customers on the go with localized mobile display ads

• Campaign creative tailored to location, time and audience target

• Dynamic ads incorporate real-time information like: Address and phone number of closest

retail location In-store promotions and events Inventory and prices

• Full 3rd party ad serving support


Creative: Ads created dynamically


Ads an be dynamically tailored based on:

• Location• Time• Audience

Segment• Device• Content Type

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Example: Targeting audience and location

PRIZM segments, Experian data

Geofence PlaygroundsParenting Apps

Parents w/ kids under 18


SocialVibe/Target Case Study

USE CASE


MOBILE/SOCIAL VIRTUAL CURRENCYConsumers are prompted to engage with a brand while they are social gaming on the SocialVibe network. The engagement opens, and users answer a series of questions about the brand. The engagement can also include video, custom games, and more.

USE CASE


MOBILE/SOCIAL VIRTUAL CURRENCYSocialVibe has integrated with Placecast to allow customers to receive additional currency through an additional opt-in geo-fencing step within the engagement unit.

USE CASE


MOBILE/SOCIAL VIRTUAL CURRENCY• Online Social Engagement model extended into physical world via mobile • Reward consumers with virtual currency each step through the purchase funnel• Retarget pre-qualified users when they are nearby stores and other locations• Program remains 100% opt-in, and delivers at scale• No smartphone or app downloads required • Cutting edge, first of its kind marketing program

USE CASE


USE CASE


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Best PracticesLOCATION IS AN ENABLER, NOT JUST A TACTICLocation can take many forms – push and pull, in-store and at other places in the real world. Instead of buying a “location-based campaign”, think about how location can be incorporated into everything you do on mobile, including coupons, direct-to-card offers, branded apps – even augmented reality.

LINK OTHER DATA WITH LOCATION FOR BETTER TARGETING AND HIGHER TRANSACTION VOLUME Data such as demographics and psychographics, past purchase behavior, CRM or loyalty data and even dynamic information like weather can all be used to increase the relevancy of an offer to consumers

THINK BEYOND THE STOREGeofences can be deployed anywhere and location offers a great way to associate an offer with an experience or place. Sports arenas for post game, concerts to reinforce sponsorship, ski resorts, airports, gyms, even dog parks can all be used to trigger an offer

PUSH AND PULL ARE BOTH RELEVANT EXPERIENCES - BUT MAY REQUIRE DIFFERENT OFFERSPush offers via SMS or push-notifications should be high value and very relevant marketing offers; pull offers can be more nuanced and focused on merchandising

INTEGRATE WITH OTHER MEDIAUse other media to drive awareness then take advantage of mobile + location in proximity to a store can be a great reminder near the point of purchase

CREATE MOBILE-SPECIFIC OFFERSMobile is a unique and highly personal medium – create offers that the consumer sees as a valuable service from the brand (vs. publishing the same offers that are available on the web or in FSI’s)


Lee KarchawerNational Sales Manager

+1 [email protected]

www.placecast.net

mailto:[email protected]

http://www.placecast.net/

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How Brands Can Get their Game On Using Geofencing