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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
©Placecast, proprietary and confidential, 2013
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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/
©Placecast, proprietary and confidential, 2013
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©Placecast, proprietary and confidential, 2013
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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
©Placecast, proprietary and confidential, 2013
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ADVERTISER SOLUTIONS
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ShopAlerts drives real-world transactions
©Placecast, proprietary and confidential, 2013
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Brand Value Highly Targeted Marketing
©Placecast, proprietary and confidential, 2013
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Consumer Value Highly Relevant Marketing
©Placecast, proprietary and confidential, 2013
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Closing the loop Measurable redemption through transaction
©Placecast, proprietary and confidential, 2013
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PlaceAd: delivers reach at scale for location
©Placecast, proprietary and confidential, 201319
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
©Placecast, proprietary and confidential, 2013
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Creative: Ads created dynamically
©Placecast, proprietary and confidential, 201321
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
©Placecast, proprietary and confidential, 2013
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SocialVibe/Target Case Study
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USE CASE
©Placecast, proprietary and confidential, 201324
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.
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USE CASE
©Placecast, proprietary and confidential, 201325
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.
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USE CASE
©Placecast, proprietary and confidential, 201326
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
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USE CASE
©Placecast, proprietary and confidential, 201327
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USE CASE
©Placecast, proprietary and confidential, 201328
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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)
©Placecast, proprietary and confidential, 2013
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Lee KarchawerNational Sales Manager
www.placecast.net