The GeoMarketing Top 5 Countdown

GeoMarketing continues its 'Black Friday Results' watch, discusses the future of location-based mobile ad spending, and takes a peek at some (tasty) social media marketing by Old Spaghetti Factory.

Despite the relatively calm world economy these days, the chiefs of the major ad holding companies were full of complaints this month, as their respective research units released the annual ad spending forecasts….

The NYT’s Stuart Elliot cited an old Viennese saying to the effect that “‘the situation is hopeless but not serious,’” as he tried to sum up the gloom over Madison Avenue’s leadership.

Still, this past week also showed that even the most embattled companies can credibly attempt a comeback. For example, Engadget had a positive review of Nokia’s challenge to Google Maps’ hegemony with the official release of Here Maps on — where else? — Google Play. It remains to be seen whether retailers will embrace Nokia’s maps as an alternative advertising platform versus Google or perennial upstart, Microsoft Bing.

Mobile Timing

Elsewhere, IBM MobileFirst struck a big deal with Apple this past week by putting its enterprise software behind more than “100 industry-specific mobile apps.” IBM MobileFirst for iOS claims to unlock “untold occasions to enrich customer service, strengthen brand loyalty, shrink operating expenses and produce new efficiencies.”

Is IBM late to game? Or have they timed this mobile enterprise push just right? Wait and see.

Black Friday WatchFor the reporters at GeoMarketing, “Black Friday” is practically a holiday in and of itself. So we were pleased when mobile programmatic platform NinthDecimal shared some of its insights from the year’s most important retail day — and how that activity has shaped the tone of the rest of the holiday shopping season:

“The holiday shopping window continues to start earlier with Black Friday store visits barely outperforming (+0.5%) only six hours of Thanksgiving Day store shopping as retailers opened their doors earlier to drive sales,” says David Staas, President, NinthDecimal. “In addition, we’re seeing mobile have a significant impact on holiday shopping, in particular as a powerful channel for driving incremental foot traffic into holiday retail stores.”

NinthDecimal declares Black Friday winners

Thanksgiving Ate into Black Friday Sales. With most stores open from 6 p.m. to Midnight on Thanksgiving, retailers saw an average of 5,184 visits per hour on Thanksgiving. That’s an 87 percent increase compared to the previous Thursday, November 20. On Black Friday, there were just as many shoppers in stores but spread out throughout the entire day.

Big box, Department Stores and Electronics Retailers Win Big: On Thanksgiving, Walmart won the race for foot traffic in its stores — whereas key electronics retailers such as Best Buy, Microsoft, Apple and Kohl’s department store won over Black Friday shoppers.

Black Friday Door Busters Kept Shopping Steady. Most shoppers showed up when doors opens at 6 a.m. and 7 a.m. was the magic hour with in-store shopping in full swing by 9 a.m. as a high concentration of shoppers went to stores to capture early deals.

After Midnight, Retailers Prep for the Next Wave of Shoppers. While shoppers were sleeping or re-fueling between Midnight — 3 a.m. on Black Friday, retail employees were busy getting ready for the next wave of shoppers — re-stocking shelves and packing merchandise for delivery.

And now, for the top five stories GeoMarketing readers have gravitated to this past week:

5. A Film Festival Finds Its Fans — On Mobile

The Newport Beach Film Festival combined mobile, social, and SMS tactics to get movie-lovers in its theaters and score “A-List” levels of attendance.

4. The Old Spaghetti Factory Makes New Friends


The Italian-style family restaurant chain used MomentFeed‘s “Campaigns” Solution to deliver targeted Facebook ads. Nicole Spector has the (tasty) results.

3. Location-Based Mobile Ad Spending Rose 90 Percent In Q4

Black Friday appears poised for similar gains in the role of geo-marketing, Verve Mobile reported in anticipation of the biggest shopping weekend of the year.

2. From Maps To Laps

A Bay Area health club with six local outlets found that by working with MapJam, it could use its locations as the primary marketing tool. How that worked out, here.

1. ReachLocal Opens Platform To Third Party Management

The location-based targeter is promising SMB clients more insights on specific stores’ leads, sales, and traffic. David Kaplan talks to ReachLocal‘s Kris Barton, here.

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.