Oh, believe me, we’ll get to location. But, like yesterday’s post on touch and touchless, we’ve got some smaller fish to fry first.

In the meantime, let’s check in on our Hometown’s Hero trend (and regional marketing in general). We’ve spoken at length about the opportunity for brands to help consumers learn more about their communities, whether it’s through exploring places of interest via Foursquare or checking out a curated list of Google’s (QR-coded) favorite places.

One way to think of this knowledge is, to borrow from Rachel Weidinger (who borrowed from a Brian Eno essay), to ask the following question: How big is your “here?” In other words, how much of a connection do you (the consumer) really feel to the community? Weidinger approaches this question from the perspective of local food, and she presented a series of questions that test one’s expertise on his or her “here.” Some examples:

• Can you point north?
• How many feet above sea level are you?
• From what direction do storms normally come?
• Can you name five native edible plants in your neighborhood and the season(s) they are available?

Don’t feel bad; after six years in Chicago, I could only get the first one. (Fun fact: Chicago is, on average, 579 feet above sea level.) The point, though, is that consumers are increasingly hungry (intended puns, two days in a row!) for information that helps them eat locally and responsibly. Or, in the words of Weidinger-Eno, they need tools to “big” their “here.” They need tools like the Locavore iPhone app (demoed in the video above), which provides consumers with information on local farmers’ markets, the seasonality and origin of different foods, and more. Or, the Seafood Watch iPhone app, which lets you compare fish to determine which choices are most ecologically friendly (taking into account your current location).

Admittedly, these are probably not the kind of apps that a giant marketer like Kraft should be offering, but they teach some valuable lessons about the kind of information consumers are seeking out. Perhaps future iterations of Kraft’s enormously successful iFood Assistant should offer a filter to help consumers choose more locally-sourced foods for their recipes, if they prefer. Clearly, this is a great way to connect with a Niche Network, but there’s also an opportunity to provide value to the consumer to keep them from trading down to generics. After all, in a world of Ubiquitous Connoisseurship, this is increasingly becoming the kind of information that all consumers are considering when they’re shopping.

More SXSWi coverage tomorrow!

[On an unrelated note, Weidinger shared some stats about the Red Cross texting campaign for Haiti, which we covered in a previous post. For those who are interested, mGive processed $37 million for Haiti in just three weeks of the campaign. Of the 2.3 million tweets with the words “Haiti” or “Red Cross” between January 12th and 14th, just under 190,000 of those tweets included the fundraiser's SMS number (90999). More about these numbers at Joe Gray's blog.]

Sweeeeeet Caroline... oh, sorry, got carried away for a second there.

As we alluded to in yesterday’s post, today we’re going to talk a bit about touch. Specifically, where touch is at, where it’s going, and why it’s finally relevant in-store at the point-of-purchase.

Oh, and why it may be inherently obsolete.

In one panel, hosted by some digital agency named Sharp Flounder or Cutting Shark or something I can’t remember, the participants considered the way that today’s touch interfaces are creating more engaging in-store experiences. By now, we know the obvious benefits to the consumer; in a world where Immersive Sensory Experiences are the norm, the consumer has come to expect this level of engagement. However, the panelists made the great point that these experiences improve the experience for the salesforce as well.

When the immersive experience makes the selling process more enjoyable for the consumer, the interaction between the consumer and salesperson becomes collaborative (to find the right solution) instead of combative. The presenters gave the example of a car dealer working with the Microsoft Surface, guide the customer through the normally complex buying decision via a show-not-tell virtual experience. (Here’s an example created for Audi.) Furthermore, consumers now demand both customization (requiring enormous choice) and simplified shopping (requiring cultivated choice),which  a standard brick-and-mortar retailer (and especially a car dealer) cannot realistically address this with their on-hand inventory. Instead, the customer can get all the tech specs from the internet (which they’re increasingly doing anyway), while the salesperson can focus on addressing the customer’s concerns and unanswered questions.

But, that’s not all. It also helps the bottom line. Take consumer electronics, for example. The category happens to be plagued with a lot of buyer’s remorse, as people realize they just spent hundreds of dollars on a product that’s bound to be obsolete/dropped/soooo-not-cool in a matter of months. Returns ensue, and everyone loses. But, the presenters discovered that they were able to significantly reduce buyer’s remorse (and thus, returns) by enabling consumers to personalize the products before they even entered the store. Using a touchscreen kiosk elsewhere in the mall, consumers could walk themselves through the entire shopping and customization process before they even set foot in the store; see the video to the right for more.

Then again, touch is “today.” Tomorrow, is touch-less.We’re starting to see this already with augmented reality, which is sort-of-almost touchless at this point (since most applications require you to hold something in front of the camera – although that’s about to change, too). We’ll dedicate a whole post later, but the LEGO video at the top of this post should be enough to get you thinking about how the point-of-purchase experience can be seriously augmented (pun intended) with these services. How engaging is the process of picking up a box of LEGOS, looking at the picture on the front, and maybe shaking it around a bit? Not much. But, seeing the completed project in 3D (and with live action) brings to life the true potential of what’s in the box. (Should we mention that it’s Delighting the Consumer with a Hidden Surprise? Yeah, we should.)

But, no, tomorrow won’t require you to hold up a marker to a camera. Tomorrow will be gesture-based. Gesture-based experiences are right around the corner (expect Project Natal to hit sometime in the next twelve months and change everything), and will inevitably be more intuitive and user-friendly because they mimic typical human movements. Without going too deep into the future, we can see how this will work with a current technology: RFID tags. RFID-enabled products are now capable of being reactive, as demonstrated by the Sniff dog (shown in the video below). When different tagged objects are placed near the dog, he (I assume it’s a he?) responds in a variety of different doggy-dog ways. And this, folks, is a simple illustration of where interactive, immersive, engaging experiences are going. There’s no intermediary (a computer screen, a kiosk, etc.) coming between the user and the immersive experience, engaging the consumer in unprecedented ways.

Man, the future’s gonna be cool, isn’t it? More to come tomorrow.

Okay, we’ll admit there were some benefits. Just let me get wipe this barbecue sauce off my chin, and we’ll get started.

We obviously have a TON of content to sift through, process, and share with you fine folks. But, before taking deeper dives in our subsequent posts, let’s set the stage with one of the least sexy, but most useful, panels: Nielsen’s David Gill and his boatload of mobile media stats (which we’ll share in greater depth by request). Let’s take a look at the heavy hitters from his presentation.

Looking for the “killer app” on smartphones? It’s the mobile web, silly. 90% of iPhone & Android users use it, while 2/3 of them use apps. And, as the mobile web speeds up (possibly this year), many of the tasks formerly completed via apps will be more efficiently handled through the mobile web. Gee, someone should formulate a trend about this. They could even call it After the App!

If you are creating apps, you do have that pesky little platform issue. Is the iPhone app store worth the hassle? Sure. Do we need to acknowledge Google’s ever-growing and far-reaching Android platform? Uh-huh. Do we need to get ourselves on the Blackberry? Well, that’s a bit more complicated. Nielsen data shows that about 70% of Blackberry users don’t download apps. And, here’s why: a significant number of Blackberry users get their phones through their companies, and the IT departments (smartly) have the phones on lockdown. Maybe you can make the case that you need the Druglord Wars app to do your job, but for most folks, it’s a longshot. So, if you’re planning to target business consumers (ahem, Gogo!!), focusing on their mobile web experience is a much safer bet. Gee, someone should come up with a trend about that, too. They could even call it After the App!

Finally, Gill reminds us that when users are texting, this physically moves their phone from their ear to their eye, and puts the handset in front them. Seems like an obvious point, but have we thought through the implications of this for heavy texters? In other words, is an audible app still relevant to a user who’s interacting with their so-called phone in a primarily visual sense? Ok, we didn’t have a trend predicting that one, but it’s crucial to remember the importance of the visual and tactile user experience on the mobile platform. In fact, we’ll get a little “touchy” with our next SXSWi dispatch. Stay tuned.

The press release, available here, breaks down the most searched-for destinations on Telenav’s various devices. The list covers everything from top retail locations (WalMart tops the list) to most searched-for foods (pictured to the right), and more.

Obviously, this is a clever application of location-based data. The fact that all of these searches were conducted by drivers (hopefully while off the road!) adds another layer of specificity to the data. In other words, if your brand or category made this list, it’d be worth your while to consider some driver-specific messaging and campaigns.

Specifics aside, it’s great to see that brands are recognizing that location-based services are not just mere enablers of narcissistic tendencies. Beyond making consumers fight for Mayorships and whatnot, these services also generate enormously useful data about where consumers are heading and what they need when they’re on their way. Not surprisingly, Starbucks’ claims that their new integration with foursquare is partly for fun, but mostly a source of insight into their customers’ demands and habits. Sounds like someone’s trying to be a Hometown’s Hero!

Lucky for you, Upshot’s own QR code will help you find which bands are playing nearby during Interactive Week!

(When we told you that QR codes would be an interesting SXSWi subplot, we may have known a thing or two.)

If you’ll be in Austin this week, keep your eyes peeled for these stickers all around SXSWi. If you can’t make it, you can still scan the pic to the right to see who’s playing. (Need a QR reader? Here are some suggestions.)

And with that, we’re heading down to track the SXSWi madness in-person. Keep tabs on all the action by following Upshot on Twitter.

Oh, and you thought we forgot – stay up to the minute on all the SXSWi news by following us on Twitter.

So, about location. EVERYONE’S getting it now. Facebook’s adding it. Twitter turned it on, then off, and will probably turn it back on at their big SXSWi keynote address this week. Foursquare already had it, but now is getting plotted on Google Maps.

As they say, it’s all about location, location, location.

So, what does this all mean to marketers? What can we do with all of this location info? We’ll get the answer this week, I’m sure. (I know, what a tease!) But, we shouldn’t use this info to add to the ever-increasing clutter online. On a recent trip, I happened to check in at O’Hare on Foursquare. I was immediately contacted by a French company called Boarding, who told me that I was at the airport with six other Foursquare players, and sent me their Twitter handles. Uh, thanks a bunch. Lemme drop my bags and run over to greet them – I’m sure the plane will wait. Once again, we have to ask the obvious: where’s the value for the consumer? At least a similar service from Meet Gatsby is opt-in, and connects users based on common interests. And even if there’s not value, where’s the entertainment? In other words, where’s the quality content???

Hey, that’s the same complaint we made in our discussion about the buzz around QR Codes. Unfortunately, not everyone’s paying attention. Chevy’s making waves with a PR campaign based on QR Codes and the location-based service Gowalla. But, try scanning the QR code pictured in that article (or pictured above). Did you get a girl’s number? Chrissie? Yeah, me too. Maybe it’s the blogger driving the car. Maybe it’s a mistake. Maybe I’m not going try to find out. (You are? You creep.) Remember our lesson from the Best Buy code: the linked item needs to be immediately compelling! Unless there’s some great copy telling us what to do with that random number (which in this case, there isn’t), my interaction with the code ends right there. It’s a waste of a touchpoint, as well as an opportunity for an immersive sensory experience.

(And yes, YouTube did it first with that Wario ad a couple of years back. But since that spot’s not online anymore, and since Vimeo did something similar with Honda last year, we’re giving them all the credit. Score one for Foreverism!)

Score one, too, for Immersive Sensory Experiences. Remember, consumers are growing increasingly accustomed to this level of sensory indulgence. If you’re going to break through the clutter, you’re going to need to break through some boundaries (in this video’s case, literally) to capture their attention.

We’ve already mentioned that location is the watchword at this year’s SXSWi, but we’d advise you to keep your eyes out for news on QR codes as well. Longtime readers know that we’ve been tracking these two-dimensional barcodes for years, but the codes had never quite passed the tipping point because consumers had to download a QR reader before using them. Fortunately, most new handsets are coming pre-loaded with QR readers, and for those that aren’t, there are a number of brands that are helping to familiarize American consumers with the technology (including that tiny little venture named Google).

And, with SXSW announcing that every attendee’s badge will include a QR code (and the festival’s site sharing a slew of QR readers), we think the time has finally come for QR codes to have their day. Of course, that’s why Upshot’s going to be blanketing SXSWi with our own QR code to help attendees track the 6th Street music shows during the Interactive festival.  See the above video for a demo, and stay tuned for more info later this week.

While we’re clearly some savvy marketers ’round here, there’s always going to be a handful of marketers who are seduced by the “shiny-ness” of an unfamiliar technology, and will apply it in a gimmicky manner. For instance, select Best Buy stores across the country have featured QR codes in their store windows, which is admittedly a great way to deliver interesting content in an immediate way to passing consumers. Unfortunately, snapping the code takes the consumer to… Best Buy’s website. Guys, they’re already standing in front of the store! What kind of value are you delivering?

Compare that to the N Building in Japan, which complemented their window-based QR code with a little augmented reality. Or, the guerilla campaign for District 9, where decals and posters (such as this one) were slapped all over urban areas. That code linked users to a video clip that told the backstory of the movie. Likewise, the band Passion Pit embedded a free mp3 in bar coasters in UK pubs, as well as discounts for purchasing the album.

The common thread in these examples is that they all provided unique, highly-desirable content! It’s the same ol’ rule we’ve been following for years; if you’re not engaging consumers, you’re just creating clutter. Nobody wants to see that! They want to see QR codes like these:

• Add customized messages to packaging, or in this case, bottles. Anyone giving a gift fr0m 94 Wines can attach a QR code to the bottle with a text, photo, or video greeting.
• Provide something a little harder-hitting, like the code that the Detroit Red Wings added to their game programs. The code brings users to a video featuring the body-checking skills of Niklas Kronwall.
• Hide clues for a scavenger hunt amidst QR codes placed in various locations.

We could keep going, but we’ll continue to follow-up with examples down the road. For now, we’ll leave you with a simple place to start: the three cardinal rules for creating a consumer-friendly QR code.

UPDATE: Well, this is a nice bridge between our last couple of posts. Fourwalla is encouraging venues near SXSW to create QR codes that Foursquare and Gowalla users can scan in order to check-in. Fourwalla claims that the codes will help verify check-ins, although I’m not sure there’s too many venues that are worried about that kind of publicity.

For starters, let’s check-in with Foursquare, who we covered in our recent Potty Posting. Looks like they’ve done what many people do when they’ve achieved newfound celebrity: they’ve headed to Vegas. As shown in the picture above, Foursquare partnered with the city’s Miracle Mile Shops to broadcast Foursquare check-ins, tips, and mayorships on a number of digital billboards around town. You can bet that something similar will be heading to Times Square soon.

Of course, Foursquare’s other big news means that what happened in Vegas might not stay in Vegas. The site is overhauling its previously spartan History section, and now complements where you checked-in with who else checked in with you. Don’t worry – this only goes for people who you’ve friended on Foursquare, so that seedy individual accompanying you to the craps table is still your private little secret. For now. Additionally, your Foursqaure History section can now be organized by categories, so you can separate your shopping check-ins from your bar visits and who-knows-what-else. This inches the service closer to sites like Yelp, since you’ll presumably be able to search by these categories in the near future. Stay tuned.

Gowalla also went under the needle in order to look sharp for SXSW, but another LBS is looking to put on a few pounds. Foodspotting is a niche-site within the LBS niche (clearly, a Niche Network), allowing diners to take pictures of food, review the meal, and tag the restaurant via geolocation. For SXSW, Foodspotting will be offering local guides and scavenger hunts, since even techies love to chow down on some good ol’ Texas BBQ.

Undoubtedly, we’ll have more to share on LBS this week. Be sure to follow us on Twitter (and tell a friend!) to get up-to-the-minute updates!

Speaking of SXSW Interactive, we’re very intrigued to see how folks there will be adjusting to the reality of our After the App trend. Don’t get us wrong; we expect to hear about a ton of hot new smartphone apps, and expect to be bowled over by many. Still, we’ll no doubt see a number of companies examining other ways to activate their brands via the mobile web (perhaps through location based services?) as app clutter continues to grow.

For instance, Continental Airlines recently revealed that their basic mobile web ads delivered significantly more click throughs (and more importantly, sold 80% more airline tickets) than the company’s branded app. Considering that mobile web ads, to paraphrase Steve Jobs, still “suck,” that’s some pretty dire news for your average smartphone app. Moreover, the fact that many brands need to spend in the ballpark of $50,000 on mobile ads to promote their mobile apps turns the whole value equation on its head. If you need to work that hard for your app to be seen, how essential can it really be to the consumer?

Then again, this news comes as little surprise to anyone who’s been tracking our After the App trend. With the average iPhone owner using only 5-10 apps on a regular basis, we’d expect little usage of apps that have such limited applications. Sure, an exceptionally frequent flyer might benefit greatly from the Continental app, but the rest of us would only use this a handful of times per year (and that’s assuming you’re flying the same airline every time). So, while that app isn’t a waste of effort from the brand’s standpoint, it also can’t be expected to serve as the brand’s sole strategy for mobile marketing.

In fact, the Times article linked above has a very telling bit of information surrounding the 5-10 apps stat. When asked why they weren’t downloading more apps, a number of iPhone owners mentioned that they didn’t have time to use them. Well, there’s the first question your brand needs to be asking itself before rolling out a smartphone app: how do we make this worth our consumer’s time? Are you providing an enormous convenience? Gripping entertainment? Something the consumer really needs in the palm of their hand? If not, you simply aren’t going to break into that coveted 5-10, and it’s time to start thinking of other ways to break through in the mobile channel.