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SoLoMo and How It Can Help Your Marketing The convergence of social media, mobile interactivity and geolocation technology has given rise to a new marketing trend: SoLoMo. The name may be a mouthful, but it could signal the next evolution of local advertising.

By Jason Ankeny Edited by Frances Dodds

Opinions expressed by Entrepreneur contributors are their own.

Sometimes a picture is worth more than a thousand words. At Brentano's, it's worth 15 percent off your next purchase.

A custom framing shop and art gallery in Manhattan's trendy SoHo neighborhood, Brentano's has traditionally relied on word-of-mouth to drive revenue; in fact, owner Joseph Brentano calculates that 85 percent of his sales are from referrals or repeat customers. But hearing about the shop is one thing; seeing its handcrafted, museum-quality frames up close is another. "We're a destination business," Brentano explains. "When you frame someone's treasure and you present it artistically and elegantly, that's a very strong advertising tool."

Now Brentano's is taking steps to guarantee that even more people get an eyeful of the masterpieces adorning its walls. Late last year the shop partnered with Kapture, a mobile marketing platform that rewards users for sharing photos from local businesses on social media. Any iPhone owner who snaps a picture inside Brentano's and uses Kapture to post the image to a Facebook or Twitter account receives a 15 percent discount on their next framing order.

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