Last week we covered what Geofence Targeting is and we touched on how effective it can be for marketing your dealership. This week, we will explore the power of this tool and unlock the potential it could have for the success of your business.
To illustrate the opportunity that Geofence Targeting presents, let’s use an example. Bob at Bob’s Butcher Shop in San Francisco wants to increase his online orders and in-house purchases, and he has chosen to implement Geofence Targeting to help accomplish that.
- The first locations Bobs chooses to geofence are popular steakhouse restaurants within thirty miles of his shop. Bob knows that people who enjoy eating steak and other meat dishes could very likely become customers at his butcher shop. In addition, because restaurant visitors will see ads for his shop while they are enjoying their meal, they may be enticed to recreate their steakhouse dinner at home – and they’ll need to visit a good butcher shop to pick up their main course. Plus, restaurant visitors are going to continue to see ads for Bob’s Butcher Shop for up to thirty days post-visit. Even if they aren’t interested in making a steak at home soon after their restaurant meal, the ads could encourage them to do so weeks later when they get another craving.
- Another location Bob may choose to target is a specific local neighborhood with many family homes. He knows that most of his customers are the cooks in their household, and if they are cooking for a crowd there is a good chance that they may want to shop at a specialty butcher shop instead of the grocery store. Many people in this neighborhood probably need to put dinner on the table on a daily basis, and ads for his butcher shop could be the answer they are looking for when planning nightly meals.
- Last but not least, San Francisco is a big city and there are several other butcher shops that people could choose to visit. If Bob targets his local competitors, people who visit other butcher shops in the area will see ads for the quality meats he sells while picking up similar items at the competing shop. Even if they don’t leave the competing butcher shop that day, there is a good chance that they will try Bob’s Butcher Shop instead next time they need to pick up an order.
Geofence Targeting is a wildly strategic tool for any business, including dealerships who may choose to target different locations for different reasons – but the strategy behind the tool remains the same. This tool presents the opportunity to capture the attention of people in the market for a business like yours, in a location that signals to you as the advertiser that they are likely to purchase. Geofence Targeting makes it highly likely that your ads will resonate with all those who see it.