Friday, January 28, 2011

Oh! The Places Marketers'll Go

Place Royale Québec
photo courtesy of Mario Groleau

Lionsgate Entertainment uses Facebook Places instead of Foursquare or one of its competitors for a new social media campaign:

The campaign is interesting in that it is by a large company and incorporates a game with locations related to the film. It continues with the winners of the game eligible for a bigger prize. Foursquare and its competitors, of which there are many, face competition from Facebook Places. Some users have become bored with checking in on Location Based Services (LBS) and receiving badges. It is easier for consumers to check in with their Facebook accounts instead of logging into a different app.

Marketers need to reinvigorate check-ins. Coupons will work if the user agrees to opt in. Prizes, discounts and rewards are more attractive to customers, and may influence them to visit your business. The rewards should not be one-time only, but continue. They could be tied to events and unique product offerings. If your company uses LBS, it should offer gifts, which make customers feel special and increase brand loyalty and equity. How is your company using LBS?

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