Have you ever been in a city and a coupon for Starbucks appeared on your phone when you were close to the coffee shop? Or at a trade show where an alert came onto your mobile device, enticing you to a specific booth? Or the airport parking service you always use came up with a review page just as you were parking the car?

That’s location-based marketing, and it has a place at your next event.

Let’s look at the different types of location-based marketing, who’s using it and why you need to capitalize on it at your next function.

What Is Location-Based Marketing, and How Is It Delivered?


Location-based marketing attains the longitude and latitude of a mobile device with the intent of engaging users to take an action when they’re within a specific geographic area.

It’s delivered in the following ways and requires a strong Wi-Fi, Bluetooth or radio connection.

  • Near Field Communication (NFC) enables two electronic devices to establish communication by bringing them within 1-2 inches of each other.An example of this at an event might be an attendee using his or her badge to obtain credit for attending a session as he or she swipes in and out of the session or scanning an eticket to get onto the trade show floor.
  • Global Positioning System (GPS) is a “constellation” of approximately 30 well-spaced satellites that orbit the Earth and make it possible for people with ground receivers to pinpoint a specific geographic location.You’re probably very familiar with GPS in a car, as it gets you from point A to B efficiently. However, it can also be used on a trade show floor or large convention setting, getting an attendee to a specific booth or breakout session.
  • Geotargeting involves detecting a user’s location and serving him or her a specific communication based on his or her demographic information and that location. This communication might be a discount, coupon, ad or push notification.In an event, geotargeting might suggest to an attendee to go into the breakout session he or she is walking by, based on the sessions he or she has already attended. Or when an attendee gets to within so many feet of a certain booth, he or she may be enticed to visit the booth via an offer.
  • Beacons are one-way transmitters that are used to transmit information to a user’s device from a range of a few feet.Beacons are used to track attendees throughout a convention space or transmit pertinent, real-time data to them based on their current location.


Who Is Using LBM Effectively?


Here are just a few examples of Location-Based Marketing:

  • Uber and Lyft use a mobile app. Your location and the number of drivers who are within so many minutes of you will be brought up on a map. You can request a specific driver, know and pay for the rate, and even see each driver’s reviews.
  • Google My Business and Facebook Ad Manager (with its Local feature) use GPS to leverage LBM based on search queries or demographic data the Facebook user has shared. Facebook shows a relevant ad when the user is within a reasonable distance from the business.
  • NRG Football Stadium in Houston, Texas, uses LBM to:
    • Guide attendees to the nearest restrooms
    • Send them a text alert when concession lines are short
    • Let them remotely order food and beverages with the option of delivery to their seats or express pickup
    • Orlando International Airport uses an app in conjunction with 1,000 beacons to:
      • Alert airlines when passengers are stuck in security
      • Offer passengers turn-by-turn directions to their gate
      • Direct them to the nearest restroom or restaurant


Why Invest in Location-Based Marketing?


According to eMarketer, location-based advertisements and offers will make up over 40 percent of the mobile spend from 2017 to 2022. Per Juniper Research, LBM will be a $43 billion revenue segment by 2019.

Location-based advertising has been proven to be 20 times more effective in providing returns to a brand versus generic banner ads.

While privacy can be a concern, SmartFocus found that 60 percent of their survey respondents were happy to receive push notifications if they received a reward for doing so.

Per research completed by xAd and Telmetrics, 60 percent of users use mobile technology exclusively to purchase products and services.

The best statistic for event organizers is: When location marketing is in place, 60 percent of in-store shoppers will buy more while they’re in-store. That means attendees can potentially buy more of your exhibitors’ products, sign up for your event services, buy more of your speakers’ books and use more of the venue’s services when receiving push notifications.

“When brand campaigns reach the right audience, it results in a deeper connection between the brand and consumer but also wastes less spend through precision targeting because only the relevant people are exposed to the ads,” stated Theo Theodorou, general manager of xAd.


Kalahari Resorts and Conventions Can Help With Your LBM Initiatives


We recognize the value in location-based marketing and want to help your next convention or trade show reap the success of its use. With great Wi-Fi and creative IT staff, contact our group sales professionals to learn more about ways we can make your LBM initiatives succeed. Give us a call at 855.411.4605 for more information.