Many people find global positioning systems a useful navigational tool, but can GPS also be a marketing and advertising tool?
During the past few months, Dunkin' Donuts, Cold Stone Creamery and others began appearing in GPS devices to alert drivers to nearby locations and, in some cases, offer special deals.
Proponents say this form of media has its special benefits: "Not only can GPS devices tell you how to get there, they can tell you where to go," said Larry Jacobs, director of operations with edrn.com, Ocala FL. Media buyers have also taken notice. "There are a lot of great applications, especially in the quick service hospitality industry" said Mr. Jacobs. Mr. Jacobs went on to say "Edrn.com also has had a lot of requests from it's customer to create a custom made GPS "Point of Interest" (POI) maps for their traveling sales and service people to call on their prospects and service calls out in the field. Edrn also can create electronic coupons with expiration dates, which is great for customer retention. It will keep your customers coming back to your web site for updated GPS maps and to inform them of your latest products and service offers."
While the number of GPS owners are quickly growing, thanks in part to the fact that prices fell in the few past years from an average of $1,000 per unit to a few hundred dollars now days. While the user base is peaking well into millions, unit volume sales of GPS devices jumped 152% in 2005.
Seizing the opportunity to talk to consumers on the go via their GPS devices, Dunkin' Brands, users can download the Dunkin' Donuts and Baskin Robbins logos onto their devices so they can easily spot the popular chains when they are on the road. Typically restaurants are shown using a standard knife and fork icon.
The TomTom systems, can also be programmed so that drivers are alerted, via a flashing icon or a beep, as they approach a local Dunkin' or Baskin outlet. "If people are within a one-mile radius and something pops up and the driver says 'Hey, how about a nice cup of coffee,' then why not [try advertising on a GPS system]?"
The demographics of GPS buyers is desirable. A third (34%) of buyers earned between $100,000 and $150,000 annually. Roughly 45% made $75,000 or more annually.
For more information on GPS Marketing and Advertising Solutions, contact www.edrn.com.
