Posts Tagged ‘Location Based’
After seeing thousands of Foursquare check-ins without the benefit of any promotion, Redbox will now test the geo-social marketing waters. Starting today, consumers who check in at one of its 28,700 kiosks will receive a discount code for between 10 cents and $1 off their video rental. The discount can be used immediately.
Oakbrook Terrace, IL-based Redbox’s movie rentals cost $1 per title. The promotion runs through Aug. 24 and marks the eight-year-old brand’s first location-based foray.
However, Redbox Marketing VP Amy Gibby told ClickZ News that it ran a similar discounts campaign for 10 days in May that used SMS. The company “received more than 1.5 million texts…via 400,000 unique customers,” she said.
Redbox plans to increasingly focus on location-based marketing because its audience apparently wants it. More than 6 million people have downloaded its 19-month-old iPhone/Android app, which directs them to kiosks while providing real-time movie title availability.
Gibby said testing Foursquare was the next logical step in the brand’s mobile evolution. “Movies are inherently social,” she said, “making geo-social engagement a key component of our forward-looking marketing strategy.”
And its mobile mindset appears to be paying dividends. In Redbox’s most recent quarter, parent company Coinstar reported the video rental brand’s revenue grew 34.5 percent year over year to nearly $364 million.
London Gym Sees 1,121 Sign-Ups And 2,690 Percent ROI From Location-Based SMS Campaign | Mobile Marketing Watch
UK mobile operator O2 has published results from a wildly successful location-based SMS campaign in London that drove revenues of more than £385,000 for gym chain Fitness First.
The “You Are Here” campaign delivered SMS messages offering a free two-day pass and details of the nearest Fitness First branch to O2 customers who entereded pre-defined areas surrounding a particular gym branch (also known as geofencing). Though a time frame for the campaign was never mentioned, O2 claims the campaign resulted in 1,121 people signing up for four month and 12-month contracts at Fitness First, which represented an ROI of an impressive 2,690 percent.
O2 said single Londoners between the ages of 18 and 35 were the most responsive to the campaign. We’ve covered many successful campaigns coming out of O2′s mobile advertising branch before, and the operator has seen huge success leveraging its own treasure-trove of user-data to tailor messages. It was revealed in March that O2 already has over 1,000 paying advertisers and over two million actively engaged users.
“The evidence for using location-based marketing is really beginning to mount,” said O2 Media managing director Shaun Gregory. “These figures show that it is not only effective at targeting the right consumers at the right time, but also extremely effective at driving new revenue streams and huge ROI.”
Half of mobile device owners spend $100 or more on a purchase via their smartphone, according to a new study by JiWire.
The JiWire Mobile Audience Insights Report Q1 2011 shows that consumers are becoming increasingly comfortable making purchases via their mobile phones. Mobile commerce is n0t limited to small-ticket items either, with a growing segment of consumers comfortable making bigger purchases via their mobile devices.
“The fact that 50 percent of mobile device owners are willing to spend $100 or more is reflective of a broader trend that mobile commerce has moved beyond ringtones to much bigger-ticket items,” said David Staas, senior vice president of marketing at mobile advertising firm JiWire, San Francisco. “Mobile moving into the higher tiers means it is becoming a mainstream commerce platform and that’s an exciting trend to see.”
The report shows that mobile consumers are growing more comfortable shopping via a mobile device, with 84 percent of the mobile audience partaking in some sort of shopping behavior on a mobile device in the first quarter, up from 70 percent in the previous quarter.
This includes the 20 percent of consumers who researched and made a purchase from their device.
There’s really a lot of stuff going on these days. Especially when it concerns mobile issues. Obviously, The Next Web conference at Westergasfabriek in Amsterdam last week was a real top hit. Heck out some of the reviews here. Perhaps some get-togethers may be of your interest; they certainly are of mine. So, what have we? This is my little resume of the next couple of days.
May 12: Mcommerce Summit in New York: speaker from eBay, Target, Jos. A. Bank, HSN, Carrabba’s Italian Grill, Sunkist, Jewelry Television. At this event organized by Mobile Commerce Daily at the National Museum of the American Indian across from Manhattan’s Battery Park downtown, attendees will get to listen and meet with key executives moving the needle for mobile commerce. The conference will be limited to only 200 delegates. It looks like a very interesting conference to me. I’m afraid I wont attend as I have other important engagements less far from home.
Same day, May 12: Mobilism. In two days you will explore the mobile world from a web-centric point of view. All of the speakers are deeply rooted in the web and have at one time or another decided to take their talent to mobile. They will teach you which web techniques work on mobile, which don’t, and which new ones you need in order to keep up with a rapidly changing web.
Mobilism sounds to be a very good conference. I’m not going. I’ll send one of my graduates from the Crossmedialab, Dennis Houtzager, who is wrapping up his thesis on Mobile User Interface right now.
And then, at least for me, I’ll join a fine group of scholars, students and people from business in a four day think tank session at Almere, called the Media Future Week. Already you may follow the preps via Twitter #mediafutureweek. For once, I’ll be participating as a freshman, not as a scholar.
Let me conclude with another summit: The Location Business Summit. Amsterdam, 24 and 25th May. The Location industry is changing fast. As location becomes an underlying feature of most mobile products and services companies are in the unique position to take advantage of this growing demand and solidify their place in the value chain. The Location Business Summit was created to give companies the information they need to get ahead. I just might go there. It is in my home town in the Krasnapolsky Hotel. That hotel has a special connotation for me. I’ll explain later.