Location Based Mobil Marketing Good News for the Hospitality Industry

You are walking down the street, and you find yourself in close proximity to The Caffinater, your favorite coffee shop. Your cell phone buzzes, and you get a text message from The Caffinater inviting you to stop in and try their new licorice latte …$1 off!

Did you just enter the Twilight Zone? No, you entered a geo-fence, and were invited to enjoy a new experience with your favorite coffee brand. Yes, you (and many other fellow latte lovers) opted in via web, e-mail, social media, or an in- store promotion to receive text messages from The Caffinater when you’re in the vicinity of a location

A marketer’s dream. Your customer invites you to text their cell phone when they are in your neighborhood, and entice them with irresistible offers! It’s the name of the game for mobile marketing’s newest platform…geo-fencing. This new technology allows marketers to draw a virtual perimeter around a location. and send a text messages if customers have opted in to receive them.

Mobile ads are personal and relevant…and they work. According to eMarketer, in 2008 the mobile market generated $684 million in ad sales and by 2013; it is expected to soar to $3.3billion in the U.S. and $24 billion worldwide. Research by 2010 Placecast and Harris Interactive indicate that up to 42% of mobile phone users want to receive location-based alerts about new products and special offers. That’s especially good news for the hospitality industry. The ten most wanted location- based alerts are for: restaurants, tickets for movies and events, weather, sales, pizza, clothing, fast food, electronics, music and happy hour specials.

Mobile marketing is an increasingly important platform in a brand’s integrated marketing communications strategy. However, you must remember that mobile has to support your overall brand message. It is not a stand-alone vehicle, and its use should be approached in the context of the overall campaign. To make the most of this medium, don’t leave creativity at the door. A mobile marketing message is still a marketing message and you need to cut through the clutter, captivate your customers with a compelling brand value proposition, and offer a meaningful call to action. Mobile offers a number of measurement capabilities and analytics which allow you to gage response to any given campaign. This gives you the ability to modify your message for maximum results.

The addition of mobile to your strategic marketing plan opens up exciting opportunities to engage your customer and differentiate your brand in the marketplace. Embrace it and reap the benefits!

By Janet Winters, Principal, Winters Advertising & Public Relations
Winters Advertising & Public Relations is a full service marketing communications firm specializing in the hospitality industry. Visit our website at www.wintersadv.com or contact us at [email protected]