We use auto dealerships as an example. Think creatively about your business and how you can utilize geofencing in a similar way.
Are you seeking after creative ways of communicating the right messages to local prospective customers via personalized advertisements? Do you need to target consumers currently looking for their next new vehicle?
In the past, car dealerships had to trust in old-fashioned strategies like street signs and shiny decorations to advertise for local clients.
However, times have changed and automotive dealers now have options through online marketing technologies and conquest ad campaigns that customize and target their data and platforms. In fact, in the modern world of digital marketing, if a dealer wants to stay in the game and not lose clients to their competitors, it’s crucial to implement solid ad campaigns.
Geofencing technology functions through the use of location data gathered by mobile devices. Essentially, a dealership can take customized ad content and send it out to shoppers when the shoppers’ mobile device indicates that they have entered the geofence perimeter area that was established.
These ad campaigns can also be targeted when a consumer is visiting one of your competitors; this way you can show them your product, special offers, or services so they have a chance to compare your brand with your competitor that they’re also considering and perhaps change their mind and head over to your store.
Geofencing uses GPS technology – through this capacity an auto dealership virtually builds a “fence” that encompasses their key area or location. This location is usually more than just the actual dealership location but it extends to nearby businesses and, most importantly, any nearby competitors. Car dealers can then use this technology to implement a targeting plan and send people who are currently within the region a predefined message on their mobile devices.
What this means for your dealership, is that you can actually engage consumers in your area and send personalized content and ads to people currently shopping for a new car.
For any auto professional who has the goal of converting more potential car buyers and increasing brand awareness, the best locations for you to target with your geofencing campaigns are other nearby dealerships as well as automobile repair companies in the area. Car repair shops are not your competitor but they are a complimentary business that could possibly send customers your way. When you design an ad campaign to target these populations through geofencing, this is what’s known as conquest advertising.
When you put up your virtual fence perimeter around your competitors and target anyone currently in their car lots, you can send them an enticing deal that just might scoot them over your way instead. At the very least, before they make their final decision they might visit or call your lot to price compare. This is a smart population to target because they’re already in the mindset of considering a vehicle purchase; in fact they’re actively looking and might be ready to purchase one right at that moment or soon. Geo-cookies are a resource also used by dealers to gather information about auto seekers in their area. Once these messages are sent out to these audiences, dealers are able to upload a list of consumers and people who viewed the geofenced ads.
Now think about your business. Can you come up with a way this would apply?
A few examples:
Lawyers target hospitals.
Chiropractors target gyms.
Restaurants target your own along with similar ones inside 5 miles.
GeoConquesting, simply put, is the most powerful technology to disrupt local advertising in todays marketing space. Often mistaken for GeoFencing, GeoConquesting has taken a shot of adrenaline to stay in front of your target audience for the life of their phone. Even if they never clicked on your ad. Yes, I said that and you heard me correctly.
GeoFencing can offer HyperMobile solutions (sending ads to individuals within a specified location through satellite and other technology) but once your target audience leaves that location, they become a ghost. Mobile cookies have about a 5-minute lifespan, so unless they clicked on your ad, they can not be retargeted.
With GeoConquesting, simply by their physical presence at your specified location, you are able to stay in front of them with your banner ads and display ad offers. Additionally, we use cross-device technology to reach them on their home computers and tablets.
GeoConquesting to Target Customers of Your Competition
Think of the use: your client just opened Joes Coffee shop. There are 5 Xbucks coffee shops within a few miles of his location with plenty of daily coffee drinkers. He knows that if only they touched their lips to your organic brew that they would charge his shop this very instant and never look back.
Joe would want to GeoConquest (GC campaign) those Starbucks locations and send them an offer they can’t refuse. When it comes to banner ads, the power is in the offer and its ability to get the attention of the target customer. Now, Joe knows these are coffee drinkers and he knows they likely either live or work nearby. There is no confusing intent and purchasing behavior. He may decide to send them targeted ads for 30 days, 60 days or for appropriate businesses, maybe even a year.
GeoConquesting for Large Clients
Now that Joe has a steady stream of converted customers, he’s in good shape. But let’s assume you have a large client. A very large client who’s pulling in hundreds or thousands of dollars with every conversion achieved. We’ll use a Las Vegas Casino as our next example and get into some heavy lifting.
Finding Players
Finding individuals that like to gamble is very difficult because it is a behavior that is not specific to any type of person or group.It is a personal preference.Therefore, innovative ways to source those players is paramount to any marketing and advertising effort.
Segmented Target Audience by Demographics
Those who enjoy gaming need to be segmented into special lists to indicate they are gamers and utilize marketing dollars on the people who have the highest likelihood of playing one of your casinos and ultimately increase your bottom line.
GeoConquesting for casinos would also mean that you may want to segment your audience by their income, preference, behaviors, etc.. Did they come to gamble or see a concert? Now how can you get them to return?
We can fine-tune your audience with nearly any demographic and layer groups to target tailored messages appropriately. Your concert-goers may best respond to shows over the next year to return. The table players may want to return for a tournament. Those making over $100,000 a year would be more likely to click a free room with a $5,000 marker offer and those under $50,000 would likely respond well to a “$100 gaming chips for $50” ad.
What is Geo-Conquesting?
GeoConquesting is the ability to show ads to people who go to competitors casinos. As Marketers and Advertisors, we all wish we could plant a pixel on our competitors websites to target their traffic, right? Well, it’s kind of like that, but with physical foot traffic.
We then show them specials, offers or amenities that will attract them to your casino based on our powerful, data driven, target groups. Wouldn’t you walk accross the street for that free $50 in gaming chips or bufett BOGO? Yeah, I sure would.
We can show live ads while players are in your competitors casino to attract them to yours.
In your own casino, you may wish to drive ticket sales to an event that weekend or slot tournament. The sky is the limit; it’s your message/offer, but we get it seen by interested players.
Once they respond, we track that they showed up at your casino as a conversion. You can monitor results to see how well the campaign is runningfor your casino client.
We are able to show these ads all across the Internet wherever display ads show up.We can also do this using cross device retargeting to show ads on their laptops and tablet devices as well.
How Does it Work?
First, we determine who your biggest competitors are and place a target around the casino.We can target all of the property or segment off the gaming floors, room towers, pool, etc. and layer
We collect the advertising ID’s using a proprietary process.These advertising ID’s can only be obtained if there is an application installed on their mobile phone that we have access to.
We currently have 180,000 applications that we have agreements with including Google Maps and other very common applications.We estimate 70% of all mobile devices have an application installed that we have an agreement with.
Once we have this advertising ID, we are able to track them for the life of their phone … this Advertising ID does not expire like cookies which makes this method very powerful to be able to stay in touch with them for an extended period of time.
This can mean years. Imagine ability to retarget and draw back those who were most interested in gaming, or who enjoy shows? The possibilities are only limited by the creativity of your offers sent to these segmented groups of your most sought after customers… or their competition’s.
Once they see the ads and decide to visit your casino, we attempt to target them again to indicate we were able to conquest them from the competitor and bring them to our casino.
Traffic Oxygen’s attribution reporting tool is useful for measuring campaign performance and foot traffic from a target audience that you are marketing to against a destination – the location or set of locations you were driving them to visit during the campaign period. You can measure visitors to a website or landing page using Traffic Oxygen’s or your own pixel and include them in your attribution reports. But did you know that you can run attribution reporting at any time and that there are some valuable reasons for doing so? Here are alternative ways you can use the attribution reporting tool and why:
Pre-campaign Analytics and Research
Compare your target audiences built with the demographic selector, web pixel (including IP address upload), or residential address upload against the current foot traffic to your destination(s) pre-campaign. Additionally, analyze the demographic makeup of current responders to provide insights into how to tailor your offer, or reveal a customer persona you should be pursuing instead. This analysis can allow you to make proactive adjustments to your target audience in order to make your campaign even more effective. Build a post-campaign attribution report and compare the lift in foot traffic that your marketing efforts created!
Audience Filtering
Have you ever wondered how best to create an audience that combines two different audience types? Attribution reporting allows you to filter your audience in a multitude of ways to get even more precise targeting. Below are a few examples:
Demographics vs. in-store visitors (example: how many women aged 35-50 with children shop at competitor stores?)
In-store shoppers vs. Trade Area households (example: how many loyal customers live in the local area?)
Website visitors vs. in-store visitors (example: how many digital visitors also show up in-person? Do they have different demographics or live in different areas?)
Create targets from shoppers that shop at your store and competitor location(s)
Filter current in-store/web customers out of your target audience
Overlap Analysis
Create a customer persona based on an analysis of the locations that they frequently visit. For example, your target audience includes avid outdoor enthusiasts. People in this persona are likely to visit locations such as hiking trailheads, ski resorts, or climbing gyms. Running an attribution report to identify a group of devices that visit more than one of these locations can help you pinpoint your outdoor enthusiast audience even further.
During Campaign Performance
We have made running more frequent attribution reports easier with our weekly scheduling tool. This allows you to run reports on an automated basis to understand performance during your campaign. See foot traffic trends before the campaign is over, allowing you to make adjustments to your offer, creative, landing page, optimizations in the DSP, etc.
Digital Customer Journey via Web Pixel
Use a web pixel audience as either a target or destination audience in an attribution report to understand the full customer journey from both an in-person and digital perspective. Using Traffic Oxygen’s web pixel onto your site and creating pixel audiences will help you segment your customers into digital-only, in-store only, or a hybrid of the two which can further help you tailor offers to these customers based on their behavior and where they prefer to shop.
Responder Audiences
Audience filtering can be utilized via a responder audience to enhance your original target and can be published to your DSP or social media network similar to other audience types. Utilize our audience extension capabilities to further increase your reach and scale to known visitors to your destination(s).
As you can see, there are many different options for running attribution reports other than after a campaign has been completed. Contact our team today to learn more about this tool and other audience-building functions within the platform.
Download our “Definitive Guide to Geo-Conquesting & GeoFence Marketing” now! This is everything you have ever wanted to know about Geo-Conquesting and GeoFencing. This complete guide will walk you through the details of what it is, how it works, and has some white papers included to you can see what others are doing with it.
This is quite interesting and could lead to some incredible marketing for your company. Download this now to learn more about this and reach out to us if you have any questions or if you are ready to get started!
[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]If you’re wondering what Geofencing is, let’s summarize and catch you up quickly before we go further. Geofencing is also known as Location-Based Mobile Advertising, also sometimes called Hyperlocal Mobile Marketing. Those of us in the online marketing business who save our precious energy for creative advertising instead of pronouncing unnecessary syllables call it Geofencing.
Geofencing at its most essential function creates a virtual perimeter using GPS coordinates; a marketer triggers advertising to send to mobile devices located within that perimeter.
How to GeoFence Events & Conventions
As you know, almost every person attending some kind of event enables location-based apps such as Google Maps; this technology transmits their exact location to 3rd parties. Many 3rd party entities take this information and use it for their own advertising purposes; websites and search engines including Facebook, Google Search and even Weather apps tap into this technology. You’ll then be sent advertisements by various platforms who have targeted you from your location (in about a five-meter radius), which allows the geofencing technology to work.
An advertiser might also customize what is sent to you based on the general time of day as well as your general location. Do you ever see advertisements for a the lunch menu of a restaurant near you as lunch time approaches? Or does a map of a shopping center you just arrived at pop up on your device suddenly and conveniently. It’s not a coincidence, by the way; geofencing technology is being used.
The other fun part of Geofencing is the length of time a company can use your location data to send messages and reminders tailored to you and your interests. Advertising platforms can be designed to use time and location data to retarget shoppers for months after they had visited within the area geofence.
So How Does Geofencing Apply to Event Marketing?
Let’s imagine that you’ve established a Geofence around the area of your conference and exhibition halls, your parking lot, and of course the hotels close to the event center where you’ll likely have loads of visitors staying. Now that your Geofence is set up, let’s pretend that 85% of those currently located within your Geofence perimeters will be sent a number of targeted mobile ads related to the current event, if they pick up and check their phones.
Digital Sponsoring GeoConquesting Opportunities
Did you know you can include geofencing into your currently offered Sponsorship packages? Along with your existing offerings that your Sponsors can purchase such as signage, logos on your event app or website and ads in show guides, you can now offer purchasers the capability of targeting nearly everybody who accesses a mobile device in or around your event.
GeoFence for Exhibitors
You can also design special Geofencing packages specifically to sell to exhibitors; this offers them a digital option for getting foot traffic to their exhibition displays, promote gifts and freebies, parties and more.
In either case, following the event you can offer your Sponsors and Exhibitors the chance to retarget attendees and visitors who showed interest in something relevant to their brand or product after the event is over. These retargeting messages following the event can be fairly simple; maybe something like, “Thank you for Coming to Event Awesomesauce, We Hope to See You Back Next Summer!”
To talk our Marketing Director, Kendra, about any of your marketing needs!
These ad campaigns can also be targeted when a consumer is visiting one of your competitors; this way you can show them your product, special offers, or services so they have a chance to compare your brand with your competitor that they’re also considering and perhaps change their mind and head over to your store.
