The Consumer Matters is the blog of Leslie Grandy, aka Gearhead Gal.  My passion is creating and delivering compelling products that delight customers through simple and elegant user experience design.

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Entries in location-based marketing (4)

Monday
Jan242011

5 ways social media will change your marketing plan

First published in iMedia Connection

Article Highlights:

  • Campaign ideas will be deconstructed into smaller, more digestible messages
  • Applications will continue to adapt to user behavior, leading to hyper-personalization
  • User-generated content will influence marketing strategy

Reputation and relationship management skills are foundational to architecting an effective customer development strategy for both B2B and B2C enterprises; this will be acutely true in 2011. No longer just the responsibility of a community manager, social communication will be integrated into service and support experiences, product, point of sale, and commerce solutions. Because official spokespeople are no longer the sole purveyors of your company's message, social channels can be counted on to accelerate and amplify the conversation between customers and brands. Look for the following trends to drive changes to integrated marketing plans in the year ahead... read more here

Saturday
Aug282010

Navigating Your Airport Experience

With fewer direct flights, weather delays, and long security lines, there are more chances than ever that you’ll find yourself with time to kill in an unfamiliar airport. The boredom of waiting will inevitably lead you to twiddle your thumbs on your smartphone. If you're not texting—or triaging your inboxyou could be using the new FLYsmart app for Android and iPhone to look for the closest newsstand, restroom, souvenir shop or ATM.

FLYsmart is the result of a partnership between outdoor advertising giant ClearChannel Outdoor, and Geodelic (a client of Waldo Finn, a company which employees this author), a mobile, location-specific media platform powered by a network of informative and relevant guides to local attractions, businesses and services.

FLYsmart customers will also be able to linger in a bar or bookstore longer - and with less stress - because they can check arrival and departure times right from their smartphones, instead of running out to the concourse to check the displays.

"By combining Clear Channel's enormous airport footprint with the simplicity of Geodelic's mobile experience, we can provide consumers with a new level of convenience that comes from having personalized and relevant location-specific information at your fingertips," said Rahul Sonnad, founder and CEO of Geodelic. Sonnad says the app will be available for Blackberry in the near future, as well.

Location-based marketing is a growing category for businesses looking to maintain traffic into physical locations, like retail stores, restaurants, and tourist attractions. Companies like Gowalla and Foursquare have popularized "check ins", while social networking behemoth Facebook has just launched Places, a feature for connecting  with friends based on their location.

 The FLYsmart application takes a different approach, providing location-specific services and information to improve a transient customer's experience through an airport terminal.

“Airports are always looking to improve the traveler experience and find new ways to garner the attention of transient passengers in promoting food, retail and advertising sales,” commented Toby Sturek, President of Clear Channel Airports. “FLYsmart will do all that in the most relevant, convenient and contemporary way.”

The FLYsmart app will initially be launched in ten of North America’s largest airports including Atlanta, Boston, Chicago O’Hare, Dallas Fort Worth, Denver, Detroit, Philadelphia, Phoenix San Francisco and Seattle. New airports will be added each week.

I used the app the first day it launched, on my travels from Seattle to Los Angeles. The app was very helpful in keeping me informed about flight departure times for my home airport. Although the Los Angeles Airport guide hadn't yet launched, I could still see relevant local information for my stay in Los Angeles through the Geodelic national directory, that comes with every FLYSmart app.

Sunday
Apr042010

Where 2.0 Videos Now Playing in My VodPod

If you are a regular visitor to this site, you have probably discovered my VodPod in the right sidebar on this page. It is a window into my video collection, the clips I save when I surf the web. Recently shelved in this library are a number of videos from the O'Reilly Where 2.0 conference last week. "Where 2.0 brings together the people, projects, and issues building the new technological foundations and creating value in the location industry."  Clips include presentations by Dave Fetterman from Facebook, Jack Dangermond from ESRI, Jerry Stoppelman from Yelp, and other execs from Loopt, Foursquare and Nokia, as well as Michael Arrington and Ryan Block. This is a great survey of location based tech.

Wednesday
Mar312010

A Composite View of Mobile Trends

Compiled from many different sources, this set of slides was put together by a European blogger who asked some very influential friends for their perspectives on the future of mobile.