Differentiate Your Product Offering and Access New Budgets ... fileLocation-Based Marketing &...
Transcript of Differentiate Your Product Offering and Access New Budgets ... fileLocation-Based Marketing &...
Location-BasedMarketing&AnalyticsOverWi-Fi
DifferentiateYourProductOfferingandAccessNewBudgetswithWi-FiMarketing
APRIL2017
Security
WI-FIDIFFERENTIATIONISHARDOvertime,asenseofcommoditizationhasovertakenthecustomerconversation
Reliability
Bandwidth
CloudManagement
TrafficShaping LatestStandards
Pricing
Delivery/Logistics
Delivery
LINE-OF-BUSINESSISTHENEWCIOWeneedtofindawaytoappealtonon-technicalbuyers,particularlyintheCMOorg.
72%
72%ofITsalesareinfluencedbyLine-of-BusinessStakeholders
35%
35%ofITsalesaredirectlycontrolledbytheCMOandothernon-ITfunctions
BUT,WI-FIISIMPERVIOUSTOTHISWi-Fihappenstobeaperfecttechnologytoavoidtheseissues
End-CustomerFacing:Ithastheabilitytoaffectthecustomerexperience
Ubiquitous:Bothsmartphonesandnetworksarenearlyeverywhere
Passive:Theradio/beaconcommunication isregularandfrequent
GoldilocksLocationPrecision:Itisaccurateenough tobevaluable
Opt-InDriven:End-useronboarding requiresanactiveopt-in
WirelessHierarchyOfNeeds
Profitability
Engagement
Security
Reliability
Functionality
TURNSTYLE’SMISSIONConnectingtheworldthroughthepowerofWi-Fiproximity
TURNSTYLE’SPLATFORMEnabledirectmobileengagementutilizingwirelessnetworks
AudienceAnalytics
Provideaclearpictureofhowaudiencesinteractwithcustomervenues
BrandedSocialWi-Fi
Identifyandopt-incustomersduringWi-Fisignon,inaflexiblebrandedsplashpage
LocationBasedCampaigns
Automatereal-time,tailoredengagementwithconsumersbasedontheirbehavior
CASESTUDY:SUBWAY
1.8XVisitorswhoopt-intoprogramreturn tovenues1.8xmorefrequently thanothers
VisitFrequency
23%Visitorsspend23%moretimeinSUBWAY®whentheysignintoWi-Fithroughtheplatform
DwellTime
15-30%Oftotaltraffic,15-30%opt-intoPIIanalyticsandproximitymarketingovera12monthperiod
KnownVisitorsSELECTOUTCOMES
• Basicin-store connectivity=location-basedloyaltyplatform
• Optcustomersinandmessagethemastheyenterandexitthestore(noappneeded!)
2 typesofcampaignswereprioritizedbasedonSubwayobjectives:
1. Loyalty
2. Churn
PROGRAMOVERVIEW CAMPAIGNTYPES
Wi-Fiasacompleteloyaltyprogramindistributedretail
CASESTUDY:SUBWAY
~3.0Number of unique opt-ins per store per day with offers, nearly 2X what it was organically pre-offer
Opt-Ins
45-50%Increase in visit frequency of visitors who viewed proximity offers that were sent to them
VisitFrequencySELECTOUTCOMES
• The retailers are seeking to generate:• Customer Insights – gather insights
in to how consumers behave in-store• Interaction – Opt consumers into
receive messages in-store, where purchases can be easily influenced
• Signage and incentives are used to encourage opt-ins
• Each subsequent visit will result in a new offer being delivered upon store exit
• Sample offers include:• Free small hot drink w/ a chocolate bar (tea,
coffee, HC)• Buy one get one free (Chocolate bar)
PROGRAMOVERVIEW CAMPAIGNTYPES
Wi-Fiasacompleteloyaltyprogramindistributedretail
“Like us, [our retailers] are getting an opportunity to be able to speak on a one-to-one basis with their consumers.”
Senior Brand ManagerCustomerCo.
Marketing(CMO,DigitalMarketing)
• Techliteratemarketingleader• Bigbudgets,drivenbybusiness case• Lovesengagementcapabilities andAPIs
“TheBuyer”
IT(CIO,Network,In-StoreTech)
“TheChampion”• Holdsexistingpartnerrelationship• Likeseasyimplementation&reliability• Lovesopportunity todrivebusiness’ ROI
TARGETTHEENTIREBUSINESSLeverageexistingrelationshipstocreatenewones
PULL-THROUGHSALESWeselltop-linebusinessoutcomes,butthatrequiresalotofstuff
(Required)
AccessPoints
(Required)
CloudLicenses
(Optional)
Switch/Security
(Optional)
ProfessionalServices
$1OFTURNSTYLECANPULL-THROUGH$7OFADDITIONALSALES
2013 – Established asoneofthefirstWi-Fimarketing&analyticscompanies
2014 – Focusedonproductdevelopment andbetacustomers
“Turnstyleisattheforefrontofamovement”“Providingbenefits farbeyondmobilemarketing”“Anotherpowerfulmarketingtool”
2014 – Focusedonproductdevelopment andbetacustomers
2013 – Established asoneofthefirstWi-Fimarketing&analyticscompanies
2015 – Beganacquiringenterpriseclientsandworkingwithglobalbrands
2014 – Focusedonproductdevelopment andbetacustomers
2013 – Established asoneofthefirstWi-Fimarketing&analyticscompanies
2015 – Beganacquiringenterpriseclientsandworkingwithglobalbrands
2016– Turnstyleispresentin5000+venues in45+countries
HowToGetInTouch
Email:[email protected]:www.getturnstyle.com
Mostimportantly– Comechatinperson!
RyanFreemanVPPartnerships