You may have recently seen the new (and #pettygoals) promotion campaign launched by Burger King. Go to your local McDonalds, order a Whopper on the Burger King app, and the price drops down to a penny. That’s right– Burger King is using location technology to execute an ingenious marketing plan that capitalizes on a recent trend of companies using interactive humor to draw in sales, and rubbing it in the face of their #1 rival.
Burger King isn’t the first company to hop on this bandwagon. Location-based technology is a powerful ally in your fight to gain sales and garner customer attention. Companies that you interact with everyday use geotargeting to finetune their marketing efforts and use valuable advertising resources to make sales where they matter most– right in our own backyard.
Geotargeting is the use of specific location data to create marketing messages that are hyper relevant to the people receiving them. It’s the updated, and much better utilized, version of your local mall advertising terrible commercials on nationally syndicated channels. Geotargeting can be used in an endless array of channels and situations, and it doesn’t take a genius to get started. In fact, your preferred digital marketing firm can get you started right away.
Denny’s Restaurants Geotarget Proximal Diners
After partnering with xAd in 2014, Denny’s launched a very successful geotargeting campaign aiming to bring diners in to enjoy a meal and try new menu items. Instead of wasting advertising dollars aiming at wide swaths of consumers, the campaign was directly targeting those who lived within a particular radius of a Denny’s restaurant.
These targeted campaigns saw a 11.6% uptick in in-store visits with the “Build Your Own Skillet” mobile ads and 34% for “Build Your Own French Toast” ads.
Of course, these targeted ads produced better results for those who lived within driving distance of the restaurant. Instead of pouring advertising budget into television ads or social media and delivering ads that weren’t relevant to the viewer, Denny’s formulated a clever means of finding those most likely to purchase their product and selling directly to them.
Purple Mattress “Sleep Cool” Campaign Targets Warm Climates
You’ve probably seen advertisements for the Purple Mattress. It’s the one where Goldilocks, of Three Bear fame, drops 330 pounds of tempered glass onto 4 eggs nestled on a Purple Mattress. They remain miraculously unscathed, and works to convince buyers that their product cradles the body like it cradles those eggs.
On top of creating ingenious, entertaining commercials, Purple also knows how to use the powers of geotargeting. When temperatures rise, so does the discomfort of a mattress that gets hot while you sleep. So, to capitalize on that idea, Purple started targeting social media users in warm climates with their “Sleep Cool” campaign. Advertisements were highly targeted to those who lived in areas with high average temperatures, like Phoenix.
The Sleep Cool campaign was one of Purple’s most successful marketing drives in the history of the company. According to Bryant Garvin, Purple’s digital advertising director, Purple saw higher click-through rates when using geotarged advertisements, as compared to generalized ad placement.
Dominos Uses Text Messages for Hyperlocal Advertising
When you sign up for Domino’s offers, you are asked to provide your address (see image) in the opt-in process. This is a geotargeting company’s dream. Once the customer is done advertising, Dominos can begin geotargeting in several different ways, including ZIP code, timezone, store location, and state. It’s a rich vein of advertising possibilities.
For example, a Dominos location in a college town may send out special offers the night of a game. A store in a location currently experiencing a thunderstorm might advertise that ordering in is better than braving the elements. The opportunities for targeted advertising are endless once you grab the address of your customers, and Dominos does so with the lure of cheesy goodness at discount prices.
Toyota targets millennials regularly with Snapchat campaigns that capitalize on the app’s geofilter feature. Geofilters are image filters that are specific to your area. Please enjoy this photo of my cat, Sweet Dee, showcasing my local geofilter.
Using that technology, and obvious novelty appeal, Toyota has created ad campaigns that range from mobile golden tickets for secret Lollapalooza shows to targeting Latino users to “band” together in support of the Billboard Latin Music Awards.
One of their most successful campaigns, though, was the Snapchat iteration of their “Let’s Go Places” slogan. Using Geofilters, Toyota advertised local attractions and hotspots that encouraged Snapchatters to explore their area in a Toyota vehicle.