Gastronomic Geotargetting: i-apps heading to a restaurant near you.
Geotargetting is the new catch phrase. From Foursquare, to Gowalla to Yelp, it’s all about location, location, location.
Recently Springwise.com showcased a new custom, branded iPhone mobile application for restaurants.
Blue Shoe Mobile Solutions – www.blueshoemobile.com – has developed a branded iPhone application which allows patrons to order food (for dine-in or take out), post promotions, events and discounts and also provides the holy grail of ROI – tracking. The cost for the application is a one-time build fee of $500 US (per application) plus a $50 monthly fee.
And as smaller, local businesses are provided with the opportunity to connect locally, so are the “big boys”. PepsiCo has developed an exclusive partnership with Foursquare to launch a marketing program that will combine a mobile application with a loyalty program.
The program to be launched in June will encourage and reward iPhone users who visit and check in at restaurants serving Pepsi (called “Pop Spots”). From Taco Bell, Pizza Hut, Arby’s and Panda Express. People will be able to earn “Loot” points, which can be used to obtain downloadable songs and exclusive behind-the-scenes content from various Universal Music artists.
Sales of the iPhone has exceeded 50 million units while the iPad reached one million in 28 days. Clearly Apple is putting a stake in the ground. (Source: www.gamasutra.com)
While these applications are very new to the market and are not yet widely used, it’s safe to say mobile is the way of the future. It gives “food for thought” (pardon the pun) to think beyond what you’re currently doing to reward your best customers.
The sales process is changing, people. Gone are the days when we would push marketing information out to the masses and hope it would stick. Gone are the days when we could just say “we’re the best” and people would believe you. The new marketing is in the hands of the people: Listening. Engaging. Rewarding. Find out what your clients need. Ask them for feedback (good or bad).
And when you and/or your company prove that you actually CARE about your customers, provide superior customer service and prove that you can maintain consistently reliability, will you find a sweetspot of loyal followers.
