I am beyond excited that the SIM Partners Velocity platform has won a 2016 Digiday Signal Award in the category of “Best Location-Based Marketing Platform.” As we noted in today’s press release, the award recognizes the best of marketing and advertising platforms “that are bringing efficiency, effectiveness, and creativity to the media and marketing process for brands, agencies, and publishers.” To me, the award demonstrates the increasingly important role that location marketing plays in building national and international brands. A platform such as Velocity maximizes the value of local marketing at scale.
The Digiday Signal Award is the latest in a number of honors that SIM Partners’ Velocity has won recently. In 2016, Velocity earned a Stevie award for technology innovation and a BIA/Kelsey GOLOCAL award for excellence in generating sales revenue for clients. In September 2015, Velocity won two Street Fight Local Visionary Awards for Best New Product for Enterprise Brands and Best Lead-Gen Campaign. These awards validate what our clients have known all along: Velocity powers location marketing for enterprise brands.
I also believe the accolades say something about the nature of successful product development. In our case, Velocity is a by-product of a commitment to ongoing innovation and the right culture.
Innovation Is a Journey
SIM Partners launched Velocity in 2006 based on a simple premise that businesses needed a better way to connect with consumers locally at scale. Velocity promised to maximize the value of location marketing by making it more efficient for businesses to maintain and update their location pages across thousands of storefronts. Delivering on that promise has meant innovating the product constantly.
For instance, in recent months, we have enriched Velocity with the ability to support mobile wallet offers (which resulted in our winning the Street Fight award for Best New Product for Enterprise Brands), created a reporting tool that delivers better insights into the health of brands’ location data, and launched a Velocity Health solution to support the fast-changing healthcare vertical. These innovations pay off for clients. As I reported in a recent blog post, leading national retailer Shoe Carnival Shoe Carnival experienced a 25:1 return on investment after just fifteen days on the Velocity platform. As a result of Velocity’s advanced location data management, Shoe Carnival increased their visibility across the entire discovery ecosystem with a 76-percent lift in organic site visits.
The innovation journey will always continue. There is no other way. I’ve seen too many businesses languish because they became satisfied with their offering until a technology breakthrough or the entrance of a new competitor upended them.
A Product Represents a Culture
Earlier this year, I was collecting my thoughts for a blog post about the 10-year journey SIM Partners has been taking. So much of what I wrote about our ability to grow for 10 years came down to the ideas, chemistry, and work styles, and vision of our people — collectively, our culture. Velocity reflects our own culture that is based on a passion for technology and Internet marketing and a desire to make every interaction count.
We hire and develop the kind of people who are constantly immersed in location marketing and the technologies that fuel consumer experiences locally. For instance, when we’re not at work, we’re playing Pokémon Go, Snapchatting, Instagramming, Yelping, and then blogging and talking about these applications of technology and location marketing while we figure out how to keep Velocity on the cutting edge. Our work and our ideas reflect the natural way we live. When your people live location marketing 24/7, your work becomes a natural extension.
To create great products, you need the right culture. But you also need clients that believe in you. All of us at SIM Partners are grateful to the many brands that have made Velocity the foundation for their location marketing, including Harry & David, Red Wing Shoes, and Shoe Carnival. Get ready for more innovation as we define the future of location marketing.