In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
The new Plan-et app set to launch this week is designed to drive engagement to businesses who list their lifestyle and services offerings to customers looking for something to do and places to shop, eat or sleep.
Launching Australia-wide with scope to expand globally, the app allows businesses to promote themselves by registering their details, so when someone is actively looking for their product or service it appears on the user's screen.
Plan-et Chief Executive Daniel Goodin said people can also find out if their friends are in the neighbourhood as well as any special events or sales within a chosen distance from where they are. It can even helps you find a new job.
“Anything from carnivals, workshops, school open days, music festivals, and sales can be listed by businesses at just 2 dollars a day, which they’d make back with one customer.”
According to Goodin, when Plan-Et users open the app it shows where they are and what is instantly around them, in a street directory format. A series of icons then pop up on the screen giving options for restaurants, entertainment, and sales that are happening within a distance chosen by the user.
“It also allows businesses to post their daily events and promotions cutting out the need to design, print and distribute advertising,” Goodin added. “Potential customers will be alerted to a business promotion when they are actively looking for it so there are no pushy sales.”
The app is set drive engagement to small businesses in a way traditionally enjoyed by larger or more established organisations with larger marketing spend. Businesses can now engage potential customers simply by popping up on their radar when they’re nearby or searching for relevant services.
“It will change the way people plan their day and it will put small businesses on a level playing field with the big corporations who have big marketing budgets,” Goodin said. “Many small businesses struggle to reach clients without a large marketing spend but this app will put an end to that.”
The app was launched out of a successful crowdfunding Kickstarter campaign, which raised $15,000 in 30 days for the final development stages and the initial marketing of their first app.
“I hope I can make a difference in peoples lives by giving ideas to those who are looking for something to do and at the same time help businesses to thrive by giving them direct access to new audiences,” Goodin concluded.