What if we told you your business’ ads could be shown on the mobiles of anyone who had walked through your competitor’s doors in the last 30 days?
Well, this isn’t a pipedream. It’s entirely doable right now.
We’ve invested a lot - both in software and upskilling staff - to be able to land an ad placement on a mobile or desktop within 3 metres of any target location. Depending on the campaign, that could be a competitor’s premises, a catchment boundary or a local thoroughfare.
And the simple reason for such an investment is it drives campaign efficiency like nothing else. In other words, more leads, more footfall and more sales per dollar spent.
What exactly are geo-targeted digital campaigns?
We’re talking about ads served to either mobile phones or desktop computers within an identified geographic area. This can be by suburb or postcode, but even by GPS coordinates - something as small as an individual building is fair game!
And when it comes to mobile users, the ads can be served to people either in the defined area, or those that have passed through it within a set timeframe.
These ads may take the form of online banners on websites, in apps or Gmail inboxes. Depending on the campaign, search activity may be employed too, via Google Adwords - that’s when sponsored ads appear at the top of relevant google searches.
How precision geo-targeting helps
It makes complete sense that you’d only want to advertise in your local catchment. But it’s worth deconstructing the reasons for geo-targeting, as it helps in more ways than might be initially apparent.
Target locations where your audience has intent
Many clients are surprised by how precise we can be with our geo-targeted campaigns. As we’ve mentioned, it’s possible to identify a building and have mobile ads presented to users that are either in the building or have passed through it.
The usual response to this is nearly always excitement, before thoughts immediately turn to going after the direct competition. And to be fair, this can be a valid strategy.
But often, your competitors’ customers already know you exist and have made a choice to stick with them. Unless you have some ‘new news’ for them to re-evaluate you - be it a renovation, new product, price change etc - chances are just putting yourselves in front of them won’t yield drastic results.
What is often more effective is targeting businesses in adjacent and related industries. For example, targeting weight loss clinic customers with ads for gym memberships. Or targeting a motorcycle licensing centre with ads for entry-level motorcycles. You get the idea.
As you can see, this level of precision in location-based targeting opens up a world of possibilities for finding prospects with a high likelihood of being interested in your product or service.
Prevents ‘friendly fire’ from same-brand locations
Precise geographical targeting also prevents cannibalisation - that is, neighbouring locations of the same brand competing with each other for the same customers.
This is an all too common mistake made by franchises and their digital marketing agencies.
As online ad networks are effectively never-ending live auctions for ad placements, having multiple locations working the same geographic area has the effect of bidding up placement costs.
Not helpful for maximising your campaign’s return on investment!
No wasted ad spend
There’s no substitute for a great ad, but a campaign’s effectiveness will often come down to how efficient the ad placements are.
By using precise geographical targeting, you are zeroing in on your local catchment with laser like focus. The result is no wasted ad spend on placements that are going to be viewed outside your catchment.
A case in point
To show you exactly how LT Network can assist your business, we’ve put together a brief case study of a campaign we conducted for Insurgents, a fitness chain we have recently begun working with.
Insurgence Fitness in Taringa came to us wanting to target, with pinpoint accuracy, some of their prospects on mobile. We had just the right solution for them, a strategic advertising technology called Geofencing. This is the most advanced location-based technology that shows ads to mobile users who visited specific geographic areas.
Since we kicked off their campaign, on the 18th of September we have been able to deliver a $10 average cost per walk in conversion with over 120 converted leads. This was done through a localised and effective ad appearing on apps such as Gumtree, AFL Footy & MyFit Pal. We targeted other competitor gyms as well as health food stores and weight loss clinics such as Jenny Craig.
We also included an effective call-to-action which encouraged prospects to come to the Insurgence Gym to tour the facility and enquire about membership. In doing so, we have been able to significantly increase footfall and the rate of walk in conversion.
The rise and rise of the mobile device has opened up a world of possibilities for savvy digital marketing agencies with the best geo-targeting software at their disposal. But precious few are using it to its potential.
Fewer still are willing to take the time to set it up for smaller businesses across multiple locations as in a franchised network. And that’s a great shame, as multi-location businesses stand to benefit the most from these latest capabilities.
As a specialist marketing agency for franchises, LT Network is different. It’s set up with the tools, people and processes to roll-out hyper-targeted campaigns en masse or for one solitary location.
And while the campaign logistics can get somewhat complex, the objective remains painstakingly simple: to get you as much business as possible for your budget.