But sometimes there is just an application of marketing that makes sense...something that just feels perfect. It's really the right message - at the right time. And, it usually involves understanding and leveraging data.
Back in October I was on a business trip in Seattle...and we walked from our hotel to meetings about six blocks away each day. One morning, while on the walk, and before we darted through the Occupy Seattle protest site we ducked into Andaluca, a little spot on the corner of Olive Way and Fourth Ave - just a few blocks away from the Pike Place Market.
In my travels, I always make a habit to check in on Foursquare - mostly because of the tips that people leave. I've learned more about restaurants and dishes from those tips than I would learn in two or three trips to restaurant - if I had the time to go that often.
The 'Foodie" badge is offered to users who have checked-in to five Zagat rated restaurants. It also comes with a 50% off offer code for a premium membership to the Zagat website.
In this case, Zagat has successfully used its data from which restaurants they have reviewed and matched it with user behavior and check-in history data to offer a compelling offer code to those most likely to be interested in their product.
Instead of blasting out a 50% off offer code to everyone, regardless of their level of involvement with dining, they have been able to reach a very specific audience using actual user behavior - based on historical data.
Understanding your data and getting it in a place where you can use it can make all of the difference between a boring campaign to existing contacts and a powerful, targeted, lead-generation campaign that yields customer acquisitions.
Do you know where your data is?
No comments:
Post a Comment