Location-based player releases a self-service ad system with a unique pricing model to attract regional businesses.
While 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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT