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  • bjbj This interview features Ben Sprecher from Incentive Targeting and I discussing

  • how location based marketing can be used for a lot of things but overused and anxious marketers

  • could spook customers to drop the whole thing. Bob: Ben, one of the biggest things that people

  • are talking about is mobile marketing, right? Ben: Right. Bob: So if I get them to opt-in

  • with their phone number, then I can send them messages when they're walking by my store

  • or if there's a sale or something, right? Ben: Sure. Bob: I think a man's phone is their

  • castle. I invite you in on the idea that I can control when you talk to me. So the idea

  • that somebody could, as I'm walking by, send me a little, "Hey, come in and get a $3 dollar

  • widget or something," I think that's really spammy. I think you have a different opinion.

  • Ben: I do, a little bit. First of all, I think that we are at a very important moment right

  • now. We are at the beginning of what I'm trying to call the "great convergence," the "great

  • mobile convergence," and there are five key components to that. Conveniently I've come

  • up with an acronym called CLAMP. Bob: CLAMP? Ben: CLAMP. So you've got couponing and deals.

  • Bob: You know how I feel about that. Ben: You've got loyalty. You've got analytics.

  • You've got mobile marketing, and you've got payment. If you look around the show floor

  • here, you've got companies like PayPal over there, Google over there. There are a number

  • of companies who are looking at this giant convergence of all these different key areas,

  • that have been very separated in the past, onto the mobile platform. The power of that

  • is not simply that you have all these different components in one place. It's by pulling them

  • together, you can make a much better go of giving the shopper what they want. Bob: What

  • do they want? Isn't it just coupons and deals? Isn t that what we're making our smartphones

  • into? Ben: The shopper wants relevance, right? Bob: So what does that mean to you? Ben: It

  • means a couple of things to me. First of all, it means making sure, and for marketers this

  • is a very counter-intuitive statement, but it means saying less. It means communicating

  • less. Up until today, every new marketing vehicle, whether it was direct mail, radio,

  • TV, whatever, has been perceived by marketers as another megaphone to shout at their shoppers.

  • Bob: Absolutely. Which is like the guy in high school with all the zits on his face

  • saying, "Look at me. I'm important," but we don't care, right? We care about us. Ben:

  • We care about us, exactly. Up until today, every marketer has treated it, with some exceptions,

  • as a new vehicle, a new megaphone to talk to their shopper. Now we are starting to have

  • an incredibly powerful computer that is with us all the time, that has incredible capabilities

  • and knows where we are, knows what time it is, and knows who we are. Bob: But still you're

  • programming it to be kind of spammy. I mean you're saying if somebody's within 300 feet

  • of my store, then project this message or this image or try to get the rat to the cheese

  • to come into my store, right? It's not really personalized. Ben: It absolutely can be, and

  • that's the challenge to marketers today, is we all need to pull back and instead of saying,

  • "Oh my God, I've got a new little megaphone that somebody's got with them all the time,"'

  • say, "I've got an incredibly powerful, incredibly personal way to talk to somebody, and I need

  • to respect that and respect them and use it only for good, never for evil." Bob: But that's

  • a whole new way to think, isn't it? It's like copywriting. Ben: It's completely new. Bob:

  • Beginning copywriters are all about "look how great I am, I do this, and I do this,

  • this and this." Yet we know that no one reads copy like that. They really look at how can

  • he help me solve this problem? Ben: That's exactly what it's about. So when you have

  • somebody who is walking down the street, if their phone chimes every 12 seconds as they

  • walk by stores, what's going to happen? They're going to opt out of that entire thing, right?

  • Bob: So one thing could kill the whole deal for them opting in to text messaging. Ben:

  • Exactly. Bob: It wouldn't just be that one store. Ben: The entire medium is at its infancy

  • right now, and the entire medium has the potential to either tip in potentially the greatest

  • way marketing has gone in human history, to be a little bit grand about it, or to be yet

  • another way that you get crappy, spammy offers from everybody you walk by. What that's about

  • is saying less. It's about using the information and the power of that medium to filter instead

  • of to broadcast. Bob: That's a whole different way of thinking, right? Ben: It's completely

  • opposite. Bob: That is not in evidence around here, I'm sorry. Ben: Well, I think that there

  • are . . . Bob: I mean it's a one size fits all. Just use our platform and you can do

  • what you've always done. Ben: Say anything you want to, do whatever you want. Bob: Right.

  • You can take your Valpak coupon and you can now make that into a Groupon coupon, okay,

  • great. But there's got to be more to it because that's the thing that iPad promised, and that's

  • what got everybody so excited. Like the first time you saw Facetime and it was two people

  • who were deaf, talking. That was a moment. You were taken aback, "I never thought of

  • that." But that took somebody to really turn it upside down, and I don't think we're seeing

  • any good examples in mobile. Have you seen any examples where it has been customized

  • and relevant and interesting, besides the work you probably already do? Ben: So to speak

  • in sort of general terms, I've seen some of those articulated as "vision direction." So

  • again, if you look at Google and PayPal as companies who are trying to think many steps

  • ahead here about where exactly is this whole thing going? The story that PayPal is showing

  • at their booth is someone going to a coffee shop, he is being given not just any offer

  • when they get anywhere near a coffee shop, but the phone knows them through loyalty as

  • somebody who likes vanilla lattes, and they know they're five minutes away on their walk

  • from the coffee shop. So now is the time to tell them, "Get your order in right now. Do

  • you want your normal vanilla latte?" That is something that anybody wants to receive.

  • So, done right, focusing not just on the who, but the where and the when . Bob: But I go

  • to the next level, even if it's an execution issue, that's all great. Ben, you're 5 minutes

  • out and you want to do it, except there's already of line of 20 out the door. So your

  • expectation, just go with me, is that when I show up, my drink is now first, and that

  • may not happen. Ben: This is where the retail doctor comes in, right? This is about where

  • you go and you help the retailers to understand that customer service means a different thing,

  • a little bit, in an era where there are many different ways where your customers are interacting

  • with you. Bob: This is a great idea. I'm going to pick this up. This is the end of Part 1.

  • We're going to take this up in the second, which is that idea of customer service has

  • a new meaning, and maybe we'll talk a little bit about loyalty on the second part too.

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bjbj This interview features Ben Sprecher from Incentive Targeting and I discussing

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