Aaron Strout & Mike Schneider 
Location Based Marketing For Dummies 

Learn to create a two-way dialog with customers withlocation-based services and smartphones

Location-based services (LBS) have started to gain popularity inthe marketplace with more and more businesses starting toincorporate LBS into their marketing mix. This book is a necessaryresource for anyone eager to create a two-way dialog with theircustomers in order to establish customer loyalty programs, drivepromotions, or encourage new visitors. You’ll learn how tosuccessfully build, launch, and measure a location-based marketingprogram and figure out which location-based services are right foryour business.

Packed with resources that share additional information, thishelpful guide walks you through the tools and techniques needed tomeasure all the data that results from a successful location-basedmarketing program.
* Serves as an ideal introduction to location-based marketing andgets you started building a location-based marketing program
* Helps you figure out which location-based service (LBS) isright for your business and then integrate LBS with your socialgraph
* Details ways to create compelling offers, using location-basedmarketing as a customer loyalty program, and set performance goalsand benchmarks
* Explains how to use tools to measure your campaign, analyzeresults, and determine your business’s success
* Includes examples of companies that are successfully usinglocation-based marketing to demonstrate techniques and conceptsfeatured in the book

No matter your location, location-based services can benefityour business and this For Dummies book shows you how!

Table of Content

Foreword xxi

Introduction 1

Part I: Putting a Little ‘Location’ in Your Marketing Campaign 7

Chapter 1: Understanding Location-Based Services 9

Chapter 2: Surveying the Location-Based Services Landscape21

Chapter 3: Choosing Platforms for Your Campaigns 35

Chapter 4: Checking In and Playing the Game 51

Part II: Location-Based Marketing in Action 71

Chapter 5: Building a Location-Based Marketing Campaign 73

Chapter 6: Creating a Relevant Offer 89

Chapter 7: Using Location-Based Marketing to Enhance a Loyalty Program 103

Part III: Integrating Location into Other Channels117

Chapter 8: Integrating Location-Based Marketing with Other Marketing Campaigns 119

Chapter 9: Using Location in Marketing Beyond the Check-in129

Part IV: Measuring Your Return on Investment 141

Chapter 10: Setting Up a Monitoring Strategy 143

Chapter 11: Setting Your Location-Based Key Performance Indicators 165

Chapter 12: Pulling Data from Your LBS Dashboards 175

Part V: The Part of Tens 187

Chapter 13: Almost Ten Reasons to Start with an LBS 189

Chapter 14: Ten (Or More) Ways Location-Based Services Will Impact the Future of Marketing 197

Chapter 15: More Than Ten Smaller Location-Based Services203

Chapter 16: Ten Ways to Promote Your LBS Program Offl ine219

Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing 227

Appendix B: Getting Started with Location-Based Services: APrimer 239

Index 251

About the author

Aaron Strout heads location-based marketing efforts at WCG, digital agency of the year as ranked by The Holmes Report.

Mike Schneider is Senior Vice President, Director Digital Incubator for allen & gerritsen, ranked as a top independentadvertising agency by Ad Age.