Why this blog?

A friend and I were having a debate on whether or not there was such a thing as a digital planner. Did being a good offline account planner automatically mean you could be a good digital one? What does it take? Since I love my job and the power it gives me to be a consumer champion I've decided to embark on a journey to prove that a 'traditional planner' can embrace the digital world.

Realising that I am going to be pulling from several sources who know what they are talking about and that there must be other planners out there in my shoes, I thought it would be worth blogging what I find. At the very least it's a good place to pull together everything for me. Without this I have a strange feeling that I will be as redundant as the banker who said 'yes buying another bank's bad debt is a really good idea'; wish me luck.

Thursday, 4 February 2010

"Retail, meet Miss Location based Media

Ye olde days when exact targeting was a mere dream

I remember when I first started in our esteemed industry the mantra drummed into me was 'the right message, at the right place, at the right time'. Ever since then that mantra has done me proud. All my strategy was and still is driven by knowing the people you communicate with. Know them and you know what to say, and with this insight the 'where' and 'when' can be guestimated.

Location based retail marketing in the digial age

Then comes along location based apps. No more guestimation about place and time. Retail marketing meet the digital age. Now all we have to do is set up some kind of value exchange for the permissin to use these applications.

Some ideas that could be explored to bring the two together

1) On applications like mobile Google maps include promotions to drive footfall as well as contact/ address details

2) Get people to make their phone 'discoverable' with the promise of promotions when they pass your store

3) Gain permission to track an individual's mobile number by promising something unbelievably special and yummy when they get close to a retail outlet. Like a hug from the Abercrombie and Fitch boys possibly...maybe...

I wouldn't know where to start with getting the technology in place to do this, but it is something that I would love to explore.

Any takers?

- Posted using BlogPress from my iPhone


  1. There's some interesting stuff happening with foursquare connected with this... a spot of Googling will sort you out!

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  3. Thank you James for your comment. I've just searched 'location app marketing' on Google and got 98,000,000 results in 0.35 seconds. I'll have a read and let you know if I find some technical whizzes to team up with.



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