Location Based Marketing For Dummies

Reward your customers, build their loyalty, and let them help market your business
Want your marketing efforts to reach the right customer at exactly the right time? How about as they walk into your store? Location–based marketing lets you provide highly targeted offers and build customer loyalty. This book explains location–based services, what your campaign should contain, how to launch it, and how to measure results.
Check in — learn what goes into a check–in, what will encourage customers to do it, and what data you can collect
Get started — find out how to set up a campaign on foursquare, Facebook Places, Yelp, and Gowalla
Know what you want — fine–tune your marketing goals to maximize what location–based marketing can do
Know what your customer wants — research what motivates your customers and choose appropriate rewards
Identify your influencers — discover and reward the thought leaders among your customers
Behind the scenes — assure that your LBS campaign is well supported within your organization
Choose analytics tools — evaluate options for measuring your success
Dash after information — use dashboards to collect information about your visitors, when they visit, and whether they share
Open the book and find:
Types of campaigns to consider
Tips for getting customers to check in
Cool reward ideas
How to use scavenger hunts and games to motivate response
How location–based marketing works with other campaigns
When to support your campaign with traditional marketing
How to identify key performance indicators
An overview of services and tools that you use with location–based services
Learn to:
Choose the right location–based service to achieve your goals
Get started using foursquare, Faceboo k Places, Yelp, and Gowalla
Analyze the results of your program
Apply and adapt what other businesses have learned

Spis treści:
Foreword xxi
Introduction 1
Part I: Putting a Little "Location" in Your Marketing Campaign 7
Chapter 1: Understanding Location–Based Services 9
Chapter 2: Surveying the Location–Based Services Landscape 21
Chapter 3: Choosing Platforms for Your Campaigns 35
Chapter 4: Checking In and Playing the Game 51
Part II: Location–Based Marketing in Action 71
Chapter 5: Building a Location–Based Marketing Campaign 73
Chapter 6: Creating a Relevant Offer 89
Chapter 7: Using Location–Based Marketing to Enhance a Loyalty Program 103
Part III: Integrating Location into Other Channels 117
Chapter 8: Integrating Location–Based Marketing with Other Marketing Campaigns 119
Chapter 9: Using Location in Marketing Beyond the Check–in 129
Part IV: Measuring Your Return on Investment 141
Chapter 10: Setting Up a Monitoring Strategy 143
Chapter 11: Setting Your Location–Based Key Performance Indicators 165
Chapter 12: Pulling Data from Your LBS Dashboards 175
Part V: The Part of Tens 187
Chapter 13: Almost Ten Reasons to Start with an LBS 189
Chapter 14: Ten (Or More) Ways Location–Based Services Will Impact the Future of Marketing 197
Chapter 15: More Than Ten Smaller Location–Based Services 203
Chapter 16: Ten Ways to Promote Your LBS Program Offl ine 219
Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing 227
Appendix B: Getting Started with Location–Based Services: A Primer 239
Index 251

Nota biograficzna:
Aaron Strout heads location–based marketing efforts at WCG, digital agency of the year as ranked by The Holmes Report.
Mike Schneider is Senior Vice President, Director Digital Incubator for allen & gerritsen, ranked as a top independent advertising agency by AdAge.

Okładka tylna:
Reward your customers, build their loyalty, and let them help market your business
Want your marketing efforts to reach the right customer at exactly the right time? How about as they walk into your store? Location–based marketing lets you provide highly targeted offers and build customer loyalty. This book explains location–based services, what your campaign should contain, how to launch it, and how to measure results.
Check in — learn what goes into a check–in, what will encourage customers to do it, and what data you can collect
Get started — find out how to set up a campaign on foursquare, Facebook Places, Yelp, and Gowalla
Know what you want — fine–tune your marketing goals to maximize what location–based marketing can do
Know what your customer wants — research what motivates your customers and choose appropriate rewards
Identify your influencers — discover and reward the thought leaders among your customers
Behind the scenes — assure that your LBS campaign is well supported within your organization
Choose analytics tools — evaluate options for measuring your success
Dash after information — use dashboards to collect information about your visitors, when they visit, and whether they share
Open the book and find:
Types of campaigns to consider
Tips for getting customers to check in
Cool reward ideas
How to use scavenger hunts and games to motivate response
How location–based marketing works with other campaigns
When to support your campaign with traditional marketing
How to identify key performance indicators
An overview of services and tools that you use with location–based servi ces
Learn to:
Choose the right location–based service to achieve your goals
Get started using foursquare, Facebook Places, Yelp, and Gowalla
Analyze the results of your program
Apply and adapt what other businesses have learned