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The geography of physical and virtual marketing
Montag, Feb. 21, 2011, 10:00
Our most recent years have seen some major tectonic shifts in traditional marketing mixes that continue to blur borderlands between online and offline business interaction. From the first integration of global positioning systems (GPS) into phones, strides have been made in adapting this technology across a myriad of platforms. With the launch of the geolocation service Foursquare in the summer of 2009, it didn’t take Twitter long to realise the impending opportunity in allowing users to attach location-specific information to tweets, creating trending topics based on area. Following in natural succession — as though Facebook could ever be left in the dark —August 2010 marked the release of Facebook Places. If you thought the social experience was already honed in, this pushed further, letting you know just where your friends were currently and had been in the past. Attended a concert, an exhibition opening, or a unique shop you’d like to recommend? You can check in, tag your friends, and read comments of others who have visited the same spot. If you can estimate the utility of such a feature among a close-knit group of acquaintances, imagine what a brand can do with this development.
Almost organically it becomes a fusion of mobile commerce, internet, social media, and on-site events, presenting a direct opportunity to engage with the target audience, generate brand buzz, increase revenues, and enhance the aggregate shopping experience. We’ve previously discussed how this technology works, but it’s worthwhile looking at ways to implement it within your business.
You can begin by making sure people are able to locate your company, and that it’s listed on one of the major geo-location services such as Foursquare or Facebook Places. Once you’ve established your coordinates and created a profile, you can start integrating the platform with current marketing efforts.
Think outside of the box with your approach and be weary of only offering daily specials as many establishments have been quick to do. Followers want an experience exclusive to the brand, and this goal should be key. If you are a store attending appointments at fashion week, check into tradeshows and showrooms you attend, use Foursquare as a personal city guide to inform your followers of one-off places they can visit when they are in the area. Some brands even reward users with badges for checking into specific places. Marc Jacobs’s ‘Fashion Victim’ badge, created once again this year for New York Fashion Week 2011, is a prime example. Fashion week attendees were able to ‘check-in’ at any Marc Jacobs stores within New York and around the country to unlock the badge. Four random people who unlocked the badge in New York were awarded tickets to the Marc by Marc Jacobs show. A ‘check-in’ on your favorite application can also unlock location-specific information like photos, videos, and reviews.
Sustain participation incentive by creating a loyalty program: the more users check in and send offers to friends, the more points they receive. It works as a virtual version of an in-store loyalty card − more visits can earn you a gift in the long-run.
Badges and points are great, but adding Tips provides relevant information and enhances user experience while connecting with customers on a deeper level. On Louis Vuitton’s Foursquare page, one of posts read: “Sketch: on London’s funkiest boutique street, neoclassicism and 1960’s futurism meet in this funky and stylish restaurant. A true out-of-this-world experience.” Every brand has a story to tell, and with it comes the experience of building upon the lifestyle and legacy. Tips are a nice way to share these insider bits with followers. If a user happens to check into a place nearby, all your tips show up on their screen. They can also be saved as future To-Dos, a digital checklist ready for the next time you visit nearby.
Round out the marketing mix and promote through parallel channels including your site and social media outlets. Provide real-time updates on Facebook, Twitter, and theTribaSpace calendar where you can upload all event announcements to the fashion community from one place.
The end of the campaign means it is time to gauge statistics. The analytics from Foursquare via the Venue Stats Dashboard can be used to see who’s checking in, the total check-ins, the number sent to Twitter or Facebook, and the time of day they’re coming. For some, this data can potentially be used to calculate slow business intervals and attract more customers.
Last year, the ‘Catch A Choo’ campaign, which involved check-ins of Jimmy Choo trainers at various locations around London, gave followers the opportunity to win a pair from the collection by being the first to check-in to each venue before the trainers were moved on to their next location. The results from the campaign comprised 4,000 participants, a 40 percent increase in positive comments posted online, and a 33 percent rise in sneaker sales, according to media agency Luckie & Co.
If there was ever a chasm between virtual and the real world, the adaptation of geo-location capability via mobile commerce closes that gap. While it’s a new area that remains in a state of flux and experimentation, one cannot ignore the linkages and advantages it proffers. As a business you give followers an insider view to your brand’s lifestyle and workings down to the exact location, at the same time bringing marketing 360 degrees.
Shawden Sheabar | TribaSpace
Sales, Other, Promotion, Ready-to-Wear, Publishing, PR
Märkte: Women's, Children's, Men's, Other
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