I had the pleasure of interviewing Nihal Mehta from LocalResponse, a company that provides marketing services tied to location-based interactions. Said another way, if you check in or mention your location via a social service, Nihal makes it easier for companies to interact with you.
My first response was “hmmmm, I’m not sure I want that kind of interaction.” I might have said it even more harshly. As an end customer, I don’t want to be walking by Starbucks and have them send me a coupon if I come inside. However, Nihal mentioned the two major use cases for the service:
1.) I mention favorably or neutral that I’m going into Walgreens for something. The service would respond with appropriate coupons for such.
2.) I mention unfavorably that I’m checking in somewhere. The service would respond with an appropriate competitor’s offer for such.
Seems reasonable. They’ve had a less-than-1% opt-out rate so far, and they’re clocking billions of check-ins a month. Not through simply Foursquare, mind you. But that’s why you have to watch this interview:
If you can’t see the video, click here.
I’m convinced that what Nihal’s offering is an interesting tool for marketers, and I’d have to see what I feel when using it as an end user. What’s your take? To get more info on the service, swing by LocalResponse.com.
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