Leveraging Location Based Marketing An HSMAI Partnership Presentation with TIG Global November 9, 2010

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1 Leveraging Location Based Marketing An HSMAI Partnership Presentation with TIG Global November 9, Panel Moderator: Robert Gilbert, CHME, CHA, President & CEO, HSMAI 2

2 POLL QUESTION #1 How many people are participating in this webinar at your location today? or more 3 Today s s Presenters: Panel Moderator: Robert Gilbert, CHME, CHA, President & CEO, HSMAI Panelists: Brian Fitzgerald Director, Search and Social, TIG Global Loren Gray Director of E Commerce Ocean Properties Ltd. 4

3 Brian Fitzgerald Director, Search and Social, TIG Global 5 Agenda What are Location Based Services (LBS)? Who are the players? What are the opportunities? What s Next? 6

4 About TIG Global Our Company Corporate headquarters in Washington DC. International office in London Over 140 full-time employees comprising Client Services, Web Marketing, Web Services and Technology, Creative, and Copywriting Our Clients Over 800 hospitality and travel clients Operate in all major markets throughout the Americas, Europe, Asia, Latin America & the Caribbean Relationships with most major brands Follow us at blog.tigglobal.com on Twitter 7 What are Location Based Services? 8

Location Based Services Overview Location Based Services Location based services are a broad range of services that are based on (or enhanced by) information about the physical location of the user

5 Location Based Services Overview Location Based Services Location based services are a broad range of services that are based on (or enhanced by) information about the physical location of the user or by their device A familiar location based service would be turn-byturn directions using GPS technology Newer location based services are of the geo-social variety and leverage your network of friends (or other users nearby) and often have a game element to them. 9 Key Statistics U.S. web traffic to geo social networking sites has increased by 350% in the past year (Source: Hitwise) More people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same (Source: ReadWriteWeb) College students or young professionals in their 20s and 30s who live in urban areas are the most prolific users (Source: Naveen Selvadurai) Revenue: expected to generate revenues of over $12.7 billion by 2014 (Source: Juniper Research) 10

6 Who are the Players? 11 There are many players in the geo-social arena 12

2009 4M+ iphone, Android, Blackberry Gowalla March 2009.

7 Foursquare Gowalla Brightkite MyTown SCVNGR Facebook Geo-social players we ll cover today 13 Overview Chart Player Launched Users Platforms Other Facebook February M+ iphone, Android, Palm, Nokia, mobile web Foursquare March M+ iphone, Android, Blackberry Gowalla March M iphone, Android, Palm, Blackberry MyTown August M+ iphone SCVNGR M iphone, Android Backing from Google Ventures Brightkite October M+ iphone, Andriod, Palm, Nokia, mobile web 14

8 Partnerships 15 How it Works Checking In Choosing your location 16

9 How it Works Game Mechanics Badges, Mayors, Items and more 17 How it Works Game Mechanics Trip and Challenges 18

10 How it Works Sharing Users can share tips, photos and more with their networks 19 What are the Opportunities? 20

11 There are several opportunities Connecting with customers who are near you Increase foot traffic Increase engagement with your brand Build brand loyalty through rewards Marketing and selling promotions 21 Sending targeted messages The idea of delivering messages to consumers based on location is not new SMS or text messages have been one method of connecting with customers who are nearby But there can be some challenges with text messages Geo-social services and applications are a new and improved way to connect 22

12 Businesses can now create Deals on Facebook.com Individual Deals Friend Deals Loyalty Deals Charity Deals Facebook Places and Deals 23 Foursquare Promotion Starbucks Special displayed in Places list Special banner displayed on check-in Tapping banner displays the actual offer 24

13 More Foursquare Promotions and Specials 25 MyTown Product Placements 26

14 Foursquare Case Study: Explore Chicago Explore Chicago is recreating scenes from Ferris Bueller s Day Off and giving away a Foursquare badge 27 What is the Future of Location Based Services? 28

15 Evolution of Location Based Services Big players enter and gain market share Consolidation will be necessary Game mechanics will evolve Results will become more measureable Augmented reality Augmented reality 29 Loren Gray Director of E Commerce Ocean Properties Ltd. 30

16 What Makes Proximity Marketing? 31 What Makes 32

The Three Basic Functions of Proximity Marketing Searching for something and booking / buying it Helping guests manage their stays Alerting and reminding guests of

17 The Three Basic Functions of Proximity Marketing Searching for something and booking / buying it Helping guests manage their stays Alerting and reminding guests of opportunities 33 Searching for Something Room Dining Attraction Event Activity POI Rate/Offer Coupon Directions Contact Content Unique Opportunity Assistance Local Info Advice Sharing 34

18 Helping Guests Manage Their Stays SMS offers during their stay (or push notices) Timed offers once a guest arrives Positive incremental capture (tracked) 19% (avg) within the first month for all three participating outlets (24% in F&B) Tours tailored to their interests- GPS use Example of the Duma Key Offer Offered a downloadable GPS Tour of all sites referred to in the book as a part of the package ( $437,000+ in direct revenue over 12 months 35 Helping Guests Manage Their Stays Custom mobile platform use Mobile Concierge for beachside ordering Replaced inefficient service to beach area (*Lowest GSS responses from all categories) Generated untapped revenue in excess of 26% all F&B outlets, (save vs Banquets) Mobile Concierge for room service Ability to order while returning to room When combined with notifications increased room service revenue by 8% with in the first week 36

Alerting & Reminding Guests of Opportunities Use of the new proximity tools

demographics frequently Whrrl Make a Society so you can convey specials and

Opportunities Claim ALL of your locations and listings in the following:

19 Alerting & Reminding Guests of Opportunities Use of the new proximity tools mentioned by Brian Foursquare Always have a Major offer and review demographics frequently Whrrl Make a Society so you can convey specials and must try tips Gowalla offer items 37 Alerting & Reminding Guests of Opportunities Claim ALL of your locations and listings in the following: Facebook Places Google Local (Places) Yahoo Local Bing Local Foursquare Whrrl Gowalla Yelp 38

20 Remember Proximity Marketing is Also Google Coupons Facebook Ad s Geo targeted PPC Local Placement ad s SMS messaging to current guests Groupon / Living Social / Woot type sites Geofencing.coming soon 39 Questions? Panel Moderator: Robert Gilbert, CHME, CHA, President & CEO, HSMAI Panelists: Brian Fitzgerald Director, Search and Social, TIG Global Loren Gray Director of E Commerce Ocean Properties Ltd. 40

Upcoming Webinars: November 16 Anatomy of a Social Media Campaign, with Signature Worldwide November 30 Focus on Profit Session 9 of the Revenue Management Series December 7 A Look Ahead at 2011,

The Evolving Dynamics of Revenue Management: A Comprehensive Revenue Optimization Road Map for Hotel Owners, Operators and Practitioners By Kathleen Cullen & Caryl Helsel Published by HSMAI

21 Upcoming Webinars: November 16 Anatomy of a Social Media Campaign, with Signature Worldwide November 30 Focus on Profit Session 9 of the Revenue Management Series December 7 A Look Ahead at 2011, with STR and PKF December 14 The Role of OTA in Your Distribution Strategy Session 10 of the Revenue Management Series To register for these and more, please go to The Evolving Dynamics of Revenue Management: A Comprehensive Revenue Optimization Road Map for Hotel Owners, Operators and Practitioners By Kathleen Cullen & Caryl Helsel Published by HSMAI Foundation in partnership with the HSMAI Revenue Management SIG Advisory Board and TravelCLICK Revenue Management has continued to grow as a science and an art over the past several years in many industries, and especially in the hospitality industry. On the most fundamental level, the basis for success is to have the right revenue management organization in place to support the revenue strategy. A solid understanding of revenue management is critical throughout an organization, from top to bottom. This HSMAI Foundation publication brings you and your property the very latest information on understanding the market, market segmentation, forecasting, revenue strategy, pricing, inventory control strategies, and performance analysis. Included are a plethora of case studies to help you optimize revenue at all levels. Order today at

22 Evaluation Please take a moment now to click on the Evaluation link in the LINKS box and complete the evaluation. Be sure to click on Submit when you have completed the evaluation to send us your responses. Your comments & suggestions are very important to us, and they help us to provide you with quality programming. Today s s webinar is copyright 2010 by the Hospitality Sales & Marketing Association International with All Rights Reserved.

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