Creating Transformational Moments Through Location Technology
17th November, 2014
The development of location technology is growing fast and has major implication to sponsorship – especially when considering location services to engage brands to their customers onsite at the events that they sponsor. Understandably, Apple was the first to launch with the Apple iBeacon. Shortly after Samsung launched Proximityas the “mobile marketing platform that connects consumers with places via cutting-edge Samsung location and context-aware technology.”
The potential of this technology is limitless, but made essentially relevant for retail sales. Imagine you are in M&S to purchase yourself a cashmere scarf. If M&S employed location technology via in-store transmitters, upon arrival the store could tell not only tell you what cashmere scarves are available, but also what gloves might match and where they can be found. Upselling in-store no longer needs to be done by the sales people on the ground, but applied in your hand.
The influence on sponsorship and the physical space
The development of this type of technology further erodes the traditional sponsorship model, making way for a new breed of thinking driving effective, collaborative partnerships that demand a deeper understanding of consumer behaviour and engagement. This potential need not only be applied to Westfield, but also within football stadiums, music festivals, science museums and children’s museums – allowing sponsors and rights holder to effectively influence and engage with their audiences.
The intriguing aspect of this technology which isn’t particularly new, is deciphering the data location technology generates. Rewarding loyal, frequent shoppers with unique events or rewards offers brands an extended and tangible asset to target and communicate a specific demographic.
Smartphones making us work smarter
Brands want to take greater ownership in the festivals and events they support to the dislike of some event organisers. However, turning this insight into commercial solutions that ultimately drive sales is what excites top level marketers (and Slingshot employees!).
Marketers are driven by media content because it works – it’s that simple. However our sponsorship solutions shouldn’t be limited by this alone. Instead, sponsorship professionals need to start questioning the true value of collective goals – ensuring involvement and activation drives purpose beyond the traditional. Utilising location services not only helps sponsorship professionals do their jobs better, but more importantly adds significant value to the customer’s experience, which is what matters most.