Gregory waxes lyrical about location-based marketing

Location-based marketing is “extremely” effective at driving revenue as well as targeting the much-prized youth demographic, according to O2 managing director Sean Gregory.

Sean Gregory: managing director of O2
Sean Gregory: managing director of O2

Gregory’s pronouncement comes as O2 discloses that the gym chain Fitness First generated £385,000 in revenue from its recent 'You Are Here' campaign tie-up with O2 Media.

The campaign involved Fitness First targeting O2 customers with location-based messages, offering a free two-day pass and details of the nearest Fitness First.

Gregory said: "The evidence for using location-based marketing is really beginning to mount. These figures show that it is only effective at targeting the right consumers at the right time, but also extremely effective at driving new revenues streams and huge ROI."

Location-based marketing is a tool where someone uses their GPS-equipped smartphone to reveal their location and, in return, they are offered promotions from nearby businesses.

Some believe it could prove a significant marketing tool, although it is still in its embryonic stages.

The tool is geared toward the under-35 age demographic.

O2 said 1,100 recipients signed up to the gym on either four- or 12-month contracts.





Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Share
Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share

Get news by email