So Ive finally sent my dissertation to print, the thing that has been driving me crazy for the past few months. I mentioned in my previous post that I was looking at ways in which brands could use location based advertising to target customers passing by. To be honest I have actually really enjoyed writing about it, although slightly sick of it towards the end the idea of geofencing could be the future of marketing. This might not make complete sense as you've not read my dissertation but here are some infographics I designed to sum up my whole idea. Enjoy, and let me know your thoughts!
Wednesday, 16 January 2013
So for the past couple of months Ive been writing my dissertation on the use of geofencing. For those of you that don't know geofencing is location based promotions sent to your phone via text. Quite a few brands have started using it like L'oreal, Starbucks and the North Face offering coupons, discounts and brand information. As Ive worked on my report Ive realised how successful geofencing could actually be in the future, however one thing that Ive noted is if brands want to move forward with the idea they need to be different.
In South America Guetamalean shoe brand Meat Pack have set the path for all those considering location based marketing.The shop chose to use the app Hijack to create a much more innovative way to earn discounts. Every time a customer entered a competitor’s store, they would receive a message with a timed discount, starting at 99% off and slowly ticking down until the customer raced to the Meat Pack store. According to marketing blogger Mark Brill, ‘The campaign saw over 600 people ‘hijacked’ from stores and the fastest to get there managed to received an 89% discount.’ The idea of not only taking potential customers out of competitors stores but actually lurring them into your store with a timed discount is genius. Possibly one of the cleverest ways Ive seen a brand increase footfall and in return sales.