Using Geo Marketing to Drive Sales
At a time when marketing and activation budgets are under pressure, it can make economic sense to find effective and targeted ways to drive in-store sales.
As highlighted by IRI, (8 trends in FMCG e-commerce), geo marketing pulls in on-the-go consumers or encourages impulse online buying with targeted messages to prompt in-store footfall.
We know geo marketing has wider potential than this - driving awareness and consideration at scale with shoppers in the towns and cities where products are available in certain retailers, at specific times. It’s laser targeting at scale, mass marketing in focused locations, using our proven model for effectiveness.
We’re helping many leading grocery brands use digital and OOH solutions to target the right consumers in the right place, and at the right time.
When to consider Geo Marketing
Limited distribution – e.g. your product or NPD is only listed in a limited number of stores
Limited budget – where it is more effective to be focused target key shopper audiences in proximity to where the product is available (rather than national reach)
Drive rate of sale in a specific retailer – targeting shoppers of a specific retailer in proximity to their stores
Geographical limitation – e.g. your range is only available in one region, or your brand is trying to gain sales in a particular city
Amplifying in store activation – reaching a wider audience in proximity to store with price promotions, shopper activations, and on pack promotions
How it works
Targeting stores – via store lists, or specific retailers.
Geographically – regions or specific towns or locations.
Target consumers when in the locations.
Build highly targeted, scalable audiences, using the rich targeting capabilities of social targeting.
Facebook, Instagram or YouTube content delivered to highly targeted audiences. Create impactful ad creative using video and animation.
Reach and frequency approach that drives awareness and consideration.
When the offer/other in store activations are taking place & include retailer branding cues.
Overlay time of day, or day of week, seasonal events or weather/temperature campaigns.
Create & deploy
Create rich media ad content, delivered to key audiences in geo targeted locations – building message frequency over a given period.
Building an end-to-end plan
Our geo marketing approach uses digital and OOH solutions working together to drive activation as close to the point of purchase as possible – with results reported as high as 10:1 ROI.
We believe – more passionately than ever – that consumer activations are most powerful when channels work together in an end-to-end consumer journey.
We develop activations that use a smart mix of ‘digitally-centred’ brand comms, and shopper marketing with in store activation and promotion to drive activation across the shopper journey.