Facebook Places, Gowalla, Foursquare, SCVNGR; most people can recognize some if not all of these names. These are a few companies providing location-based marketing.
WHO & WHAT
Location-based Marketing is a fairly new form of social media that allows businesses to target consumers based on their location. 91% of Americans carry cell phones and are beginning to use their phones for every stage of the purchase cycle from finding the business, researching products & services, to then looking for coupons.
WHY
Retailers are learning that useful offers nearby on your phone can trump other less-targeted forms of advertising.
Two of the most popular forms of location based marketing are “location-based texting” and “check-ins.” For location-based texting, when currently opted-in users are near a location they will be sent a text message alert with a specific offer that can then be redeemed by scanning them at the business with their smart phone.
Check-ins are a popular way to allow your customers to advertise your business for you. When users are near a location they have the ability to check-in on their phone to let others know where they are. This can increase clicks by 2x.
HOW
1. Identify the objectives of your campaign. Figure out your target market. For example: young, educated, males.
2. Implement your campaign. Claim your business in services such as Google Places and Facebook Places. This assures that customers can find your business and that the information is correctly listed. Reach out to deal servers and ask for ways to have your business participate in their deals.
3. Create Incentives. What would not only get a customer in the door but keep them coming back again? Try out a few different promotions and track their effectiveness by measuring the increase in traffic to your business. Reward customers for repeat visits with coupons and giveaways and send them a new offer after they leave your business.
4. Inform your customers. Make sure your customers know that you participate in this service not only by having your business listed on these sites and apps but also place a sticker on your door letting passer-bys know as well. Create a Facebook status about it, or send out a newsletter.