MOBILE GEOFENCING ADVERTISING 2021
Driving customers into stores is one of the biggest challenges faced by smaller local businesses. Increasing foot traffic can be a daunting task.
Door hangers, direct mail, radio spots, and billboards have been used to capture the attention of the passerby.
Mobile Geofence Advertising campaigns have proven to substantially increase foot traffic when used correctly, and it can track store visits, which provides business owners a precise marketing ROI.
First, let’s briefly define mobile geofencing advertising campaigns.
Mobile Geofencing Advertising Campaigns Defined:
Geofencing creates digital parameters around physical locations and sends ads to people who visit the targeted areas.
These campaigns generate an audience from specific physical locations like competitor’s places of business, points of interest, events, neighboring office buildings, etc.
They do it by capturing the location readers on cell phones. If you can order an uber or have food delivered, you are a candidate for a geofence audience.
The campaign will show ads to this very targeted audience across most websites and apps, up to 3-5 times a day.
Big Brands Use of Geofencing
Mobile geofencing advertising has been utilized by big brands for several years. The technology has only recently become available to smaller, local businesses.
Big brands had the resources to invest early in the technology, and it came to find the benefits surpassed expectations.
The campaigns worked and significantly increased foot traffic to the stores.
Here are several examples of how big brands used mobile geofencing advertising as part of their marketing strategies.
The most recent and impressive example is Burger King’s “Whopper Detour,” which involved building a 600-feet fence around McDonald’s restaurants.
Burger King encouraged its customers to go to McDonald’s, but with a twist.
As soon as they entered the “fence,” they could unlock a deal for a one-cent Whopper burger on the Burger King app.
The risky promotion resulted in over 1 million downloads of the Burger King app and took full advantage of their largest competitor’s foot traffic.
Uber uses geofencing to create fences around airports, nightclubs, hotels, and more. When users get off a plane, one of the first things they do is check their phones.
By focusing campaigns on travelers and positioning themselves to meet a travelers’ transportation needs, Uber generated over $7 Billion in revenues and is coming closer to profitability. They credit their mobile geofencing advertising strategy to quickly becoming an industry leader.
C.R. England was facing challenges finding drivers. They knew where their prospective drivers were and needed a way to reach this targeted audience.
They executed a mobile geofence advertising campaign focusing on specific areas and locations.
The ads appeared at places like truck stops. In the ad copy, C.R. England made compelling offers to entice people to apply for their open truck drive positions. By using location-based marketing, they were able to substantially increase application rates.
If you would like to see different strategies associated with geofencing, please click here.
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