Clarion Consulting launches the EMEA Chapter of the Location Based Marketing Association

Asif Khan (founder and president) of the Location Based Marketing Association (LBMA) joined Clarion Consulting for the launch of the EMEA Chapter of the LBMA at the prestigious Krasnapolsky Hotel in Amsterdam on the 25th May 2011.  Clarion Consulting is the founding member of the EMEA Chapter and the launch event was held following the successful Location Business Summit Event (24th and 25th May) also in Amsterdam.

At the event were organisations from the location based sector including Layar, Widespace, TomTom, aFrogleap and Blast Radius.  Representatives from each formed a panel representing some of the stakeholders with an interest in the sector including agencies, products/tool/platform vendors and geo-mapping.  Mark Hemphill, from Screenscape, gave a keynote on the growing trend and need for brands to develop a location based marketing strategy, one that takes into account both online and off-line components.

Clarion’s location based marketing practice is engaged in actively promoting and delivering LBM solutions in the EMEA region. Clarion Consulting focuses on operating as a strategic partner with customers who are looking to execute a location based marketing campaign.  The industry is moving at such a fast pace with new tools and platforms being released weekly.  Clarion helps organisations to ‘manage and integrate the complexity’ providing both strategic consulting services to help organisations design the most appropriate location based marketing campaign and then executing consulting services in selecting the most appropriate tools to run the campaign and importantly measure the return on marketing investment.

Recent research conducted by Clarion shows that consumers in EMEA are ‘hungry’ for deals, with 24% of respondents indicating that they would participate in a location based campaign to get a deal or discount.  The research also showed that over 50% of the organisations who responded indicated that they are actively planning a location based campaign in the months ahead.

This level of interest is demonstrated in the recent RTE/McDonalds campaign – where-by McDonalds placed location aware advertisements within the RTE iPhone App to target specific consumers at specific locations – with deals and discounts.  For what was a relatively low cost campaign McDonalds saw a significant percentage increase in people to the participating stores.

If you think that location based marketing is not for your organisations – Clarion research would indicate that your customers may disagree – and your competitors may already be engaging with your audience.


About Clarion: Clarion’s LBM practice is an international Marketing consultancy, specialising in Social and Location Based Marketing as well as Program Management of Technology Channel Marketing. Through our lengthy experience in working for the IT industry, we combine an understanding of the technology of marketing (e.g. search-, social-, mobile- and location based marketing) with expertise in the marketing of technology (e.g. licensing, partner marketing, multi-sourcing and development lifecycle).  We understand ‘Locations’ place in marketing.

About the LBMA:  The Location Based Marketing Association is an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places and media. Our goal is simple; to educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers.   Members of the LBMA include retailers, agencies, advertisers, media buyers, software and services providers, and wireless companies. Simply put, we want to help those engaging location-based services be as successful as possible.

On June 3, 2011, posted in: News by

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