Geotargeting is the practice of delivering content to a user based on his or her geographic location. This can be done on the city, zip code or address level via IP address or device ID. Or on a more granular level through GPS signals, geo-fencing, and more.
Geotargeting is an obvious choice with any internet based campaign for a local business like restaurants, realtors, doctors and anyone whose customer base is concentrated in a specific area. But it also can be a better way for larger, national brand to achieve higher results by recognizing regional strengths, key cities, key accounts and differences in target users.
Who is doing geotargeting and making a difference? Here are 11 goetargeting case studies that prove location is everything.
- AT&T: Offered consumers ShopAlerts, which consisted of messages, offers, rewards or coupons sent to their mobile phones when they were near a store or brand. The pilot included eight major marketers, four of which—Del Monte, Kmart, MilkPEP (the Milk Processor Education Program) and SC Johnson. With a nearly 100% open rate on the alerts, 50% of consumers who opted in to receive messages from the brands wanted more information. In some cases there was a 22% to 25% purchase conversion on some of the offers.
- ASHEVILLE, N.C.: A river city that sits near the western border of North Carolina, wanted to determine which ad vendors and platforms perform best for inspiring people to visit. Asheville looked at how quickly ad vendors and partners motivate travel to the city. When Asheville aimed ads to residents of nearby Raleigh, N.C., between January and September 2016, the percentage who arrived within seven days was 16.8% higher than the average of all other markets during the same period.
- BROWN FORMAN: Maker of Herradura, partnered with Foursquare for geotargeting to let premium spirits drinkers know where the boutique tequila brand is available. During the holiday season, Foursquare used Brown-Forman’s list of “accounts” where the brand is sold to target programmatic mobile and desktop display and video ads for Herradura to people whose mobile devices were found near those shops, bars or restaurants, or had been seen there in the past. Foursquare ads resulted in 23% incremental lift in visits to places selling Herradura among people who were exposed.
- FIVE GUYS: Monitored a variety of different hashtags on social media through Hootsuite to react quickly to negative experiences and to reach out to those individuals who are either trying Five Guys for the first time saying they enjoy the food. They respond to messages and improve customer service and sales.
- HYUNDAI: Had a sales problem. The brand was falling out of consideration when people went to car dealerships because, the company believed, consumers thought its cars were “staid” and “cheap.” A campaign code-named “Dealer Stealer” was created. The geotargeting process digitally mapped 115 Mazda, 282 Toyota, and 152 Hyundai dealerships. Those who came into proximity of its rival’s stores had their “unique and anonymous” device IDs collected, allowing the display of Hyundai advertising deals on the smartphones of people who were in the market for a Mazda or Toyota. The campaign attracted 815,000 unique eyeballs viewing the ad, according to the case study, with 41,000 people “reconsidering Hyundai as an option.”
- LEXUS: 1 in 3 shoppers use their smartphones to search for information when in the market to purchase a new vehicle. The Regional Lexus Dealer Associations set out to target affluent in-market car consumers in the African American and Hispanic communities across four different cities in the US. They executed a mobile-to-store campaign with Walton Isaacson and S4M and was able to boost foot traffic into dealerships by 3.8 times.
- PERNOD RICHARD: Which boasts brands including Absolut, Chivas Regal, Jacob’s Creek, and Jameson – had the aim of reaching consumers in transit at airports and driving them to the duty free store. A mobile campaign geo-targeted international terminals and provided travelers with a map and directions to their nearest duty-free store on a customized landing page. Over the month-long period of the campaign, 306 visits into duty-free stores were measured – with 126 incremental visits attributed from the campaign. Monday was the most effective day, generating 20 per cent of visits.
- STX ENTERTAINMENT: Aimed to measure the impact of digital ads on ticket sales for “Bad Moms,” a summer comedy featuring Mila Kunis, Kristen Bell and Christina Applegate. STX targeted ads mainly to women aged 18 and over. Women who were exposed to the ads were 22% more likely to have gone to see “Bad Moms” in the theater, and STX saw incremental ticket sales of over 428,000 more tickets for “Bad Moms.” In addition, the campaign turned every $1 spent on digital advertising into $2.31 in incremental ticket sales.
- TIMBERLAND: Had the goal to change perceptions of a “boots-only” brand and increase sales of their new boat shoes. Audience Targeting was used to reach young urban fashionistas seeking real adventures, and to drive awareness of the new SensorFlex boat shoe range among this key group. Location Targeting was used to identify those in the market for footwear and those in close proximity to key stores. The campaign generated +25% increase in store visits and won Best Use of Location Services at the Drum MOMA Awards.
- URBAN OUTFITTERS: Used dynamic audience filters to deliver messages based on shoppers’ real-world locations. For example, the company sent push notifications promoting party dresses to females who had recently visited bars and nightclubs. The targeted campaign resulted in a 75% increase in conversions and a 146% lift in revenue.
- WHOLE FOODS: Placed geo-fences around a number of store locations. Shoppers who entered these geo-fenced areas saw special offers on their smartphones. Whole Foods also took part in a practice called geo-conquesting by targeting ads to consumers visiting nearby supermarkets and encouraging them to come to Whole Foods in exchange for better deals. Together, the campaigns resulted in a 4.69% post-click conversion rate, which is more than 3x the industry average.
Do these case studies show you how effective geotargeting can be? Does your business need help with geotargeting?