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Behind Enemy Lines: How Geo-Conquesting Can Help Your Business

Posted by Love Hudson-Maggio on September 10, 2014 at 12:44 PM

How geo-conquesting can help your business.You won't find a more concentrated collection of potential customers than wherever your competitors are located. If you're Burger King, you can assume that almost everyone sitting in the nearby McDonald's is a potential BK customer. The problem is that, when they're in McDonald's, they're out of reach — at least by traditional marketing measures.

But in steps geo-conquesting with a solution. With a geo-conquesting campaign, businesses can target advertising to display on mobile devices when those devices are in or near a competing business location.

For example, Burger King can build campaigns that display mobile ads to customers when they are inside McDonald's. Here are three ways you can use this new tactic to drive tangible results for your brand.

Give Customers More Options

In most cases, the top objective of a geo-conquest campaign is raising awareness. In some cases, this is raising the awareness of the brand itself — informing consumers that there's a new outdoor apparel retailer, for example, or that they have more than one option for good, local Mexican food.

But if the brand is established — if we're talking about Burger King vs. McDonald's, for example — that awareness can focus on more concrete information, such as a new menu item or a new limited-time offer. Ultimately, no matter what kind of awareness you target, the goal is the same: tell your competitor's customers that they have more options available to them.

Target (and Test) Consumer Incentives

In running a geo-conquest campaign, brands can get invaluable data feedback related to why consumers choose one competing business over the other. For example, if Burger King tries to push a new menu item and the in-store referrals are low, that suggests those consumers aren't interested in the item being sold.

Suppose, instead, that Burger King switches its approach and pushes a new combo meal option, or emphasizes the lower prices of its menu items. If the feedback is positive and the results come in, it could suggest that Burger King's advantage over McDonald's is in its combo options or pricing. Burger King could then use that data to transform not just its geo-conquesting efforts, but other brand marketing strategy that specifically competes with McDonald's. Any business, established or just starting, can apply the same strategy.

Build Toward Physical Traffic, Not Click Conversions

If misunderstood and used incorrectly, a geo-conquest campaign could flop badly. While utilizing mobile devices to target consumers, brands need to understand that the primary benefit of geo-targeting isn't click conversions — it's driving foot traffic in a local area, notes Marketing Land. Geo-conquesting allows you to compete with other brands on a physical plane, and that's where your ROI will be found. Focus on driving conversions at a physical location, and only among competitor locations you are confident you can draw business from.

For local businesses competing in a saturated market, geo-targeting is a game-changer.

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Topics: Mobile Optimization and Advertising

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