Home  › Marketing › Local

Gowalla Goes Local With Ad Program

  |  October 26, 2010   |  Comments

Location-based player releases a self-service ad system with a unique pricing model to attract regional businesses.

gowallacalendarWhile Gowalla has been attracting national advertisers for months, it has taken few steps to appeal to small or regional marketers. Today the location-based service released some self-service features designed with those businesses in mind and an unusual pricing structure to back them up.

The company debuted a "Stamp Calendar" for New York, San Francisco, and Austin, TX. Each city's calendar offers one marketing slot per day that starts at $5 for the first day and increases $5 in cost each day thereafter. The program will launch on Jan. 1 and is expected to roll out nationwide during the course of 2011.

For instance, in each city, a placement on Jan. 1 costs $5, Jan. 2 is priced at $10, Jan. 3 is $15, and so on, all the way up to December 31, when the cost of an ad will be $1,825. While weekend days would seem like prime purchases for a restaurant or bar, they incrementally increase by $5 from the day before as if they were Mondays and Tuesdays.

Gowalla is already reporting some positive results for the stamp calendars. The first week of January has been sold for Austin, TX, as have four of the first five days for San Francisco, and the first day for New York.

The calendar appearances for the small business will include branded "Passport Stamps;" such stamps are rewards on the Gowalla game. In addition, the stamps will appear as part of the platform's new "City Pages," which will represent 30 worldwide markets like the aforementioned U.S. cities as well as London and Stockholm, Sweden.

Pia Arthur, marketing manager for the Austin, TX-based Gowalla, said the entire platform is self-service and designed to allow small businesses the chance to employ custom stamps. "We have had a lot of small businesses come to us," she said. "And while we have worked with some of them, because we create custom stamps…it's really challenging to create a custom stamp for all of those businesses. So, we wanted something that was unique and scalable from the backend perspective."

Gowalla says that 40 percent of its users are international. Therefore, next year's "Stamp Calendar" expansions could target the ad budgets of international local businesses.

Arthur said the platform model was experimental. "Assuming that people enjoy the model and it works for folks, we will consider rolling it out to other cities," she said. "We'll definitely consider international cities as well."

Also of importance: local businesses can now have a verified Gowalla account. Verified accounts allow those business owners to automatically send a marketing message when one of the platform's 500,000 users records a check-in.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...