MOBILE GEOFENCING ADVERTISING
Smaller local businesses often face a big challenge when it comes to driving customers into stores. Likewise, increasing foot traffic is a daunting task for them. As a result, they often use door hangers, direct mail, radio spots, and billboards. These conventional marketing practices help capture the attention of the passerby.
Thankfully, there appear mobile geofence advertising campaigns. These campaigns can substantially increase foot traffic when used correctly. Even marketers can track store visits, generating a precise marketing ROI.
Mobile Geofence Advertising campaigns have proven to substantially increase foot traffic when used correctly, and they 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. For example, competitors’ places of business, points of interest, events, neighboring office buildings, etc. You can do this by capturing the location readers on cell phones.
Suppose, you order an uber or have food delivered, you are a candidate for a geofence audience. The campaign will show ads to these targeted audiences across most websites and apps, up to 3-5 times a day.
Big Brands Use of Geofencing
Many big brands have used mobile geofencing advertising for several years. Currently, the technology is only available to smaller, local businesses.
Big brands had the resources to invest early in the technology. Thereafter, they came to find the benefits surpassed expectations.
The campaigns worked and significantly increased foot traffic to the stores.
Let’s check out the examples of how big brands used mobile geofencing advertising as part of their marketing strategies.
Burger King’s “Whopper Detour” is the most recent and impressive example. In this campaign, the marketer created a 600-feet fence around McDonald’s restaurants.
Burger King encouraged its customers to go to McDonald’s, but with a twist.
The moment they entered the “fence,” the marketer unlocked a deal. According to this deal, customers can grab a Whopper burger at one-cent on the Burger King app.
Indeed, it was a risky promotion. But surprisingly, it resulted in over 1 million downloads of the Burger King app. In fact, the campaign help them took advantage of their largest competitor’s foot traffic.
Likewise, Uber uses geofencing to create fences around airports, nightclubs, hotels, and more. It’s intention is to target mobile users when they get off a plane. It is because browsing online or checking phones is one of the first things they usually do.
Moreover, Uber intends to meet travelers’ transportation needs at any cost. Surprisingly, with geofencing, it has generated over $7 Billion in revenues and is coming closer to profitability. Above all, this mobile geofencing advertising strategy is assisting them to quickly become an industry leader.
C.R. England was facing challenges finding drivers. They knew the location of their prospective drivers but only needed a way to reach this targeted audience.
Hence, 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. Substantially, this location-based marketing strategy help increase application rates.