LBS Track Added to Our Engage! Expo

Given rapid pace of innovation with location-based services and mobile marketing we are adding a LBS and Mobile Marketing track to our 5th annual Engage! Conference and Expo.  The news comes just a month after our first Location Based Marketing Summit.

The 1 day track will bring LBS and mobile marketing to Engage’s audience of entertainment firms, consumer products firms, advertising agencies and marketers.  As with our LBM Summit the LBS and Mobile Marketing Track will provide attendees a detailed examination of best practices allowing them to walk away with a deep understanding of what works and why.

If you want to get involved as either a speaker, sponsor or exhibitor please contact the following individuals:  For speaking contact Chris Valentine at chris @  For sponsorship and exhibitor details contact Tim Williams at tim @

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Discounted New Yorker Hotel Rate for Attendees – Book by Sept. 17th

The New Yorker Hotel, where our Location Based Marketing Summit is being held, is offering a discounted rate for attendees.  The rate of $279.00 is available for for Sept 28, 29 and 30, 2010.  You must book by by September 17th, after that regular rate will apply.

Hotel fine print:  All rates quoted are in US Dollars, and are subject to 14.75% Hotel Sales Tax, a $2.00 per room per night Occupancy Tax and a $1.50 per room per night NYC Hotel Unit Fee. Unless other wise noted Standard Suites are $70.00 above the quoted rate, Tower Suites are $100.00 above the Quoted rate.

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Mobile Advertisers Forecast to Spend $1.8 Billion on Location-Based Campaigns in 2015

According to a new study from ABI Research, businesses are primed to spend $1.8 billion on Location-based advertising in 2015 as part of their overall mobile marketing budgets.
“It’s still early days and there’s no single ‘right’ approach to location-based advertising,” says ABI Research practice director Neil Strother. “This remains a very fragmented market that is full of experimentation.” Of course LBS marketing strategies is what we’re all about at the Location Based Marketing Summit later this month.

Nonetheless, the options are becoming more clearly defined. Location-based ads are enabled by three sets of technologies: GPS, Wi-Fi, and Cell-ID (location determined relative to mobile phone transmitters.) The most successful campaigns use a mix of some or all of these, depending on the product or service, the region, the consumers, and the location accuracy required.

New location-based services are springing up, catering to mobile shoppers. Some are “check-in” services such as Loopt, Gowalla, Foursquare, and Facebook with its Places, for consumers who are willing to “self-identify.” Others, such as Shopkick, use an iPhone app to reward shoppers just for visiting certain stores.

“Some might be put off by the ‘Big Brother’ aspects of this,” says Strother, “but it’s really about the value-exchange: if you care about getting discounts or being rewarded for shopping, is the value-exchange high enough so that you’ll accept having your whereabouts known to these companies in return for the benefits?”

How should a retailer begin? Strother lays out a step-by-step guide for the would-be location-based advertiser in the report. The main points:

– Establish your marketing goals, as with any other marketing campaign
– Analyze your customers’ mobile and location habits and develop your location approach
– Choose location partner(s) and determine the best technologies for your brand
– Execute your geo-targeted campaign, measure the results, and refine

ABI Research’s “Location-Based Marketing” examines the current dynamics of the mobile location-based advertising market: drivers, inhibitors, key players and forecasts. It profiles consumers’ opinions, and includes case studies and a step-by-step guide.

It is included in two of the firm’s Research Services: Location Platforms and Enablers, and Mobile Marketing Strategies which also include other Research Reports, Research Briefs, Market Data, ABI Insights, ABI Vendor Matrices, and analyst inquiry support.

ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies.

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Facebook Places Changes Everything, Mass Consumer Adoption Is Within Arm’s Reach

Facebook’s announcement this week of Facebook Places, the company’s location based service, changes everything for LBS and consumers. Why? Mass consumer adoption of location-based services is now within arm’s reach. Facebook Places is integrated directly into Facebook’s iPhone app. It is actually currently the center button in the app – so there is no ignoring it if you’re a user. And it is super easy and simple to use. The huge iPhone installed base, plus the large existing installed base of the Facebook app, combined with the ease of use of the app means millions of consumers will be exposed to location based services for the first time.

Two million dollar questions remain:

1) Will consumers find enough reason to use Places?

2) How can marketers, retailers, restaurants, merchants and other businesses leverage this consumer behavior?

There are others to be sure but these two are primary.

Places will  be a key point of discussion at the Location Based Marketing Summit next month.

Select articles on Facebook Places launch:

Gently, Now: Facebook Introduces the Masses to Location-Based Sharing – @ReadWriteWeb by Adrianne Jeffries

Facebook Wants Advertisers To Help Build Out Its Directory of Places – @TechCrunch

The Implications Of Facebook’s “Places” – everyone has their opinions – this one from Silicon Alley Insider

Privacy Group Voices Concerns About Facebook Places – @mashabletech

Foursquare’s Dennis Crowley: Still deciding on Facebook Places – @VentureBeat

Booyah Launches InCrowd With Facebook Places – Virtual Goods News by Alicia Ashby

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Early Registration Ends Tomorrow, Register Now To Get Your Best Price

Early registration for the Location Based Marketing Summit ends tomorrow, August 20th.  Register now to get your best price on the show – $300 off the onsite price.   The show of course takes place September 29-30, 2010 in New York City.

With yesterday’s launch of Facebook Places location based services will continue to rush headlong toward the mainstream and LBMS is the only event that is exclusively designed to provide you strategies, a roadmap and a deep understanding on how to position your company and brand to best take advantage of LBS.  If you haven’t already done so review the schedule and the 29 LBS experts who will be joining us at this event.  More exciting stuff to come.

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27 World Class Location-Based Experts Now Confirmed for LBMS

We are pleased to share that we have 26 location-based experts confirmed for the Location Based Marketing Summit.  Each one of these experts will share their insights on the best strategies for location-based marketing and commerce. Remember, early registration ends this Friday, Aug. 20th.

Speakers include:

Bernardo Hernandez, Worldwide Director of Marketing for Consumer Products, Google
Laura Castronovo, Director of Research, and Strategic Marketing New Jersey Nets
BJ Emerson, Social Technology Officer, Tasti D-Lite, LLC
Joseph Stetson, Senior Director of Marketing, New Jersey Nets
Kathryn Koegel, Marketing Practice Lead, Primary Impact
Brian Dresher, Manager, Social Media and Digital Partnerships,
Mike Schneider, VP Director, Digital Incubator, Allen & Gerritsen
Ian Schafer, CEO, Deep Focus
Sam Taggart, Project Manager, VaynerMedia
Aaron Strout, CMO, Powered Inc.
Brian Morrissey, Digital Editor, Adweek
Dr. Phil Hendrix, Director, immr
Rahul Sonnad, CEO, Geodelic
Susan Kuo, VP of Sales, Booyah
Matt Galligan, CEO and Co-Founder, SimpleGeo
Dan Gilmartin, VP Marketing, Where
Kate Imbach, VP Marketing, Skyhook Wireless
Geoffrey Lewis, Co-Founder / CEO, Topguest
Lawrence Coburn, CEO, Double Dutch
Simon Salt, CEO, IncSlingers
whurley, Chief Technology Officer, Chaotic Moon Studios
Chris Treadaway, CEO, Lasso
Rob Lawson, Co-founder, Brightkite
Alistair Goodman, CEO, Placecast
Tasso Roumeliotis, Founder and CEO, Location Labs
Andrew Turner, CTO, FortiusOne

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Early Registration Ends this Friday, Aug 20th.

Early Registration (save $300) for Location Based Marketing Summit comes to a close this Friday, August 20th.  Get your best price by registering now. LBMS taking place September 29-30, 2010 in New York City, shows you how to succeed in this rapidly growing segment of marketing, commerce, media and entertainment. LBMS attendees walk away with a deep understanding of what works and why and are able to take the next steps in implementing LBS into their marketing strategy.

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