Recent studies suggest that the average person is unable to pass ten minutes without checking their phone. This is great news for your business. Why? In the midst of a technological revolution, cell phones have an incredible amount of influence. Almost all your potential customers will have a dependency on technology, specifically their cell phones. Many prominent businesses have successfully utilized this influence as a marketing tool, with the technique of geo-conquesting.
This technique has been used by companies such as Burger King, Outback Steakhouse and many others, all of them praising the concept. If you want help implementing this technique for your business – 360 can help, starting with a free, no obligation consultation of your market and competition.
What is Geo-Conquesting?
Geo-conquesting, or geo-targeting, is location-based mobile advertising. Based on a patron’s location, geo-targeting uses time and place to deliver your marketing message in the most effective way possible. Oftentimes, this means interacting with consumers while they are engaging with your competitors. This strategy intercepts consumers in competitors radius, and leads them towards your business.
For instance, if you are the owner of a burger shop, and a consumer is indicated to be approaching another company, you can use channels through their cell phone to give incentive for them to choose to buy with you instead. An example of a marketing message in that scenario would be, “Do you want a healthier alternative with a personal approach for your burgers? Try Burger Chain Example for a delicious burger with a $1 off!”.
Additionally, geo-conquesting is incredibly efficient, as it targets customers that are already looking for the product or service you offer (prospects at the bottom of the funnel). This means you are attracting clients away from competition and adding to your own clientele. Essentially, you will be geo-conquesting to attract consumers in the market for your specific industry. Continuing with the above burger chain example, this means that your marketing message will only be delivered to those craving burgers, rather than people looking for a new fitness gym. The two main perks of geo-conquesting are spreading awareness of your brand and using your competition’s location to your advantage.
Spread Brand Awareness
Geo-conquesting identifies potential customers that are interested in your product or service and delivers relevant messages and information to point them towards your business. This is a great method to kickstart other marketing strategies (ie: generate buzz around your business in clients in the industry).
Highlight your Company’s Strengths
Geo-conquesting is used to attract customers from competitors and switch loyalty to your business by highlighting your own brand’s strength. Using time and location as tools, messages through geo-conquesting promise better experiences than competitors. The benefit of specifically using geo-targeting to deliver this message is that it will be tailored and specific to the location of your business and your competition, producing a stronger incentive. To illustrate, if you are a smaller business, you can promise shorter wait times than your more popular competitors, and deliver that message to a potential customer impatiently waiting in line with the competition.
Geo-Conquesting and Geo-Fencing
Geo-fencing is another marketing strategy used to select virtual boundaries in which to market towards potential customers. Geo-fencing and geo-conquesting work hand in hand, and complement each other to increase each other’s potency. When selecting your geo-fence, it is important to keep the range appropriate in the context of your business. If your geo-fence is too wide, it might be irrelevant to the consumers that are targeted. However, if it is too narrow, you might not reach the consumer base necessary to generate tangible results.
Does geo-conquesting sound like a good fit for your company, but seems complicated and difficult to carry out? Contact 360 to help your company successfully use this valuable strategy!