GEO-CONQUESTING: GAME CHANGER FOR BRICK AND MORTAR BUSINESS
Geo-locating, aka. location data, geo-targeting, geo-conquesting or geofilters, is a location-based technology that opens up a brand new avenue for the enterprising businesses. For brick and mortar stores, this is a GAME CHANGER!
What is it? Geo-targeting or geo-conquesting is the practice of targeting buyers that are physically at your rival locations with timely offers or advertisements that incentivize them towards your business.
Meaning that instead of using traditional avenues of media (print, television, radio, etc.) that go towards broad and undefined audiences, you can instead target potential customers that are already interested in your line of products or services.
Turning Geography into an Asset
For example, let’s say you have a coffee shop. With the power of geo-locating, you can set up a digital boundary around your competitor coffee shops that, when a person enters that “digital barrier” they will be targeting with incentivized offers for your location. Something along the lines of “present this ad and receive a free cookie” can be a very powerful marketing tool.
Not convinced? Let’s take a look at two juggernauts – McDonald’s and Burger King. Essentially, Burger King established a 600-foot “digital barrier” that when a person “breached” would trigger an offer to be sent – a coupon for a 1 cent Whopper. The result? 20x more redemptions than past promotions. Burger King understood that the customer profile of people walking into McDonald’s tends to be price-conscious customers. They played to that by incentivizing customers with an offer that appealed directly to their interests, right under the nose of McDonald’s!
They turned McDonald’s physical real estate into a marketing tool! Using their own location against them!
Now, geo-locating, powerful it may be, is not for everyone. You really have to think about and determine if it is something that will benefit your business. Top industries that really benefit from these tactics are restaurants, brick and mortar retail, travel, gas stations, and convenience stores. Its similar to how we have to ask if our business is right for Instagram – it might not be the right strategy for you.
To take it a step further, think about how geography affects your business. All of the mentioned industries require a person to be physically there to take advantage of the service, making it perfect for geo-conquesting.
Finally, you have to make sure that your coupon or geo-ad has imagery and copy that is going to resonate with your target audience. Understand your buyer and make them the hero of the story. The 1 cent Whopper had an unambiguous message to a demographic that wanted to hear that message. It immediately communicated value to a price-conscious audience. What does your equivalent look like? Know this, and you can leverage it across both Facebook and Instagram to massive effect!
Remember, if you’re not doing geo-locating/conquering, odds are your competitors are. It’s proven to have a reliable return on investment because of how it targets customers shopping in your industries field. Staying on top of emerging technologies is imperative for any business’s long term viability.
Don’t forget about your social media! Its another fantastic avenue to help bring in revenue. We also have an eBook on on to have one video become multiple pieces of content. In it, we lay out an efficient strategy so you can work smarter, not harder!