I’d like to lay a bet that this summer location based services and mobile search hit the ground running. However, they can only achieve the potential offered if companies actually use location based tools, apps and services to reach the target audiences.

I am going to pick on a single event, and hopefully illustrate how it can benefit local companies and their customers.


This is due to be held in Carlisle. Interestingly, looking at Twitter, a large proportion of those who applied for, and then won, tickets are unsure of where Carlisle (or even Cumbria) is.

Enter location based marketing. Hotels, hostals, campsites, breakfast vans, police, ambulance, hospitals. Trains, taxis, private hire, buses. Radio stations, press. An umpteenitude of services will surely be required?

Think that 40,000 people don’t need something from you over a long weekend? OK, if you aren’t willing to spot the gap in the market for your products, then make room for all those who will be selling merchandise, sorting out luxury tepees in Brampton, running taxis etc.

Location based marketing could well come of age this summer as more and more people rely on their smartphones for information rather than asking those passing in the street. People will resort to the Net for solutions.

As we move into festival season, and despite the recession, we will find more and more of the 18-35 demographic seeking solutions online from their newly found homes [read: fields].

Is your company listed online in as many places as possible for your target audience to find you? Are you cross-linking between local companies and chambers of trade for maximum effect?

Just because you only sell suckling pigs to the trade near Carlisle, Glastonbury, Reading etc, don’t assume that you may not have a market….Ditto if you sell hot air balloon rides, late night limos, or half days on your farm. Each of the latter may seem unlikely landing points for a festival-related search, and yet each of the above may bring you customers during an event where people have travelled from far and wide and intend to have a ‘holiday’.

Locating yourself on the map could be the best thing you have done for years. Making your website user-friendly, mobile friendly and with a clear ‘market place’ of your offerings, could bring you in those bookings that capitalise on an event near you, with very little expenditure on your behalf.

And don’t forget offers on Foursquare and Gowalla as well as checking the hashtags for major events near you that you could benefit from by engaging in any conversations on Twitter.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of Silicon.com's Outstanding Contribution to UK Technology