Not yet familiar with location based advertising?
Then this post is for you. Happy new year and all that good stuff, but we’re heading right into the real deal with a renewed vigor for the new year. I’m going to break down the basics and give you a step by step guide to implementing location based advertising in a way that not only benefits your business, but doesn’t break the bank while you’re at it.
Is there a physical component to your business? By that I mean is there a point where the customer is physically interacting with you or your product? If you are a retailer or are in the service industry, then in a storefront location? If you’re a realtor, then during an open house? If you are a public speaker, then at an event?
What about your competition? How often or how easily might your prospective customer visit their location or see them in person? This is also a key factor in deciding where and how you will deploy a successful location based advertising campaign, and whether or not you might want to consider adding proximity elements to extend your strategy.
Who goes there?
Once you’ve determined the various points where you – or your competition – might interact with a prospective new or repeat customer, then it’s time to decide what elements to include in your location based advertising campaign. In order to determine the points, it’s probably going to be useful to create a few avatars that represent your current and future customers; this will help you to sort out relevant points like age, interest group, frequency at locations where you might deploy campaigns, and so on.
After you create and profile a few likely candidates, then it will be time to decide what sort of location based advertising strategy will be most effective for each of these cohort groups that you’ve created. It would seem obvious to some that people who are in the 18-25 year old demographic would respond to different marketing and triggers than people who are, say, 65+ years old; this would indicate a need to develop multiple campaigns based on defined characteristics of the cohorts.
I realize this strategy takes a bit more time to set up, but in the end, being able to accurately message and engage with your various demographics is way more important that a quick and inefficient setup when it comes to results. And if you’re not really interested in results, then you’ve read way too far into this blog article as it is, and you should go watch cat videos or something like that.
Ok, what’s going to happen next? Will it be fun?
Well, that depends on your idea of fun… personally I love it when your prospective customers are outside your competitors business locations and an ad for your business pops up via location based advertising… but that’s just me, perhaps you prefer something a little more subdued – which would bring us back to that cat video thing from the previous paragraph.
[SEE THE DEMO – Not sure what the heck I’m talking about? SEE IT LIVE]
In my ideal world, we’re going to develop 2-3 solid groupings of your prospects, and we’re going to create little mini mobile ad campaigns for each of them. The groups will be treated separately for most things, although if you’re having a big store-wide event or sale, then each group might get the same time based message, which is a separate issue from your location based advertising.
The next thing we’ll do is figure out where the best locations to trigger mobile messages and notifications might be, and we’ll refine the messages so that we have some seriously attention grabbing one liners for the actual lock screen updates, you know, the kind that people say, HMMMMM, I want to know what the heck she’s talking about, so they click through and then they get the rest of your intention loud and clear.
So that means that front of the mobile wallet campaign is likely to be updating also – those two things are not automatic, it’s perfectly easy and valid to change up just something on the back, and when you’re triggering a location based ad or an iBeacon – proximity message, those lock screen notifications aren’t visible on the mobile wallet ad anyway… think of it as a bonus engagement opportunity!
What are you going to get out of this?
A lot of the results are going to depend on your research, although nearly as much of it will depend on whether or not we hit the location targets or proximity points correctly. Talking to the right customer in the wrong place is often not a resounding success, as I’m sure you can imagine. It’s not quite as bad as talking to the wrong customer in the right place, but who’s really keeping score here? (Besides me, I hope no one lol)
So let’s assume that we’ve got the parts organized properly and we’re talking to the right people in the right place at a time when they’re interested in ________________ (this blank depends on you – “something to eat”,”mani-pedi”, “5 bedroom, 4.5 bath house”, you know the list could just keep going on and on, since the applications are there for nearly any and almost every business on the planet.
TL:DR – Bottom line in all this?
Location based advertising is a really good idea for pretty much every business. Getting the campaign organized and the delivery points sorted takes a minor bit of research and time investment but after that’s done it’s a pretty sweet and easy deal to use.
So if you’re ready to get started, we should talk. Otherwise, have at those cat videos. Oh, happy new year again.