Mobile Marketing – Back to School

Posted on by John Flynn - CEO - Copley Advertising

August 1st comes around every year along with “back to school” commercials, during which time the National Retail Federation reports $75.8 billion will be spent on supplies. With Staples being the “King of Back to School” (MarketWatch), there are some great opportunities for Staples (and its competitors) to convert back to school shoppers to year-round regulars.

In our video, “How Staples Can Make Back to School Last All Year”, Copley Advertising lays out our plan to make engage back to school shoppers all year long.

First, Staples needs to geofence all stores during the back to school season. They can run video ads on tagged devices showing the top-selling (profitable) items. When a tagged device user clicks on the ad, they are taken to a landing page with an additional video ad featuring a chance to win a Staples “Spring Break on Campus” event. It will include an opportunity to sign up to receive free coupons throughout the school year, important tips on what students need to kick off their new year, how to get the most out of your academic experience and a Spring Break contest in which customer can enter to win with friends and host on campus: Staples Spring Break!

So, what have we accomplished? First, we tagged all in-store devices and if the user has seen an ad (impression), we download their ID to a Google Sheet. Second, if the tagged device user clicks on the ad, Copley Advertising places their ID in a retargeting program where the user will be served new creative immediately for up to 30 days after they leave the location; this helps ensure they didn’t forget certain (highest profit margin) items. If the device user signs up for the email program, Staples can send them newsletters with study tips, information about how working out affects your grades, advice for on-campus relationships, and more. This will help to make Staples a trusted agent with their audience. Then, when the occasional ad for a sale item is pushed it would no big deal. Oh… and don’t forget the big countdown to the Staples Spring Break! The winner will be able to win a large bash featuring Staple’s products on campus. The extensive video will be used to promote products featured at the event and a new landing page will be created, introducing people to ways they could be next year’s winner. Content, engagement, value, and trust time and time again. With a few small steps, you can easily keep clients engaged with your products and programs, all year long.

And remember the list of IDs that is captured when the tagged user views the impression (ads) during the back to school rush? Copley Advertising can create a look-alike model based on the demographic characteristics from the list, and increase the total pool to 2% of the US population. Then, we can drill down to store location, age, gender, interests and other demographic qualifiers. A/B testing of market areas, creative or products is only a click away.

Copley Advertising is a mobile marketing ad agency: we only do mobile. Any questions, please email [email protected].

Geofencing – Millennial Moms

Posted on by John Flynn - CEO - Copley Advertising

Marketers are going to have to rethink how to reach millennials especially millennials who are mothers. The game has changed and previous norms are no more: some of these households don’t have landlines or cable TV. And if you are thinking about using newspapers or radio campaigns to capture this audience, you might want to rethink your position.

USA Today reports, “Millennials… have been shaped by a variety of influences, including the fact that they grew up with technology. An ethnically and racially diverse group and one that is highly educated but also under-employed, Millennials are generally optimistic and resilient but also stressed…”

Given the new reality, what are the options? Enter geofencing.

Millennial women’s smartphone is their number one screen. By geofencing an area, you can drill down to identify and target advertising to mothers’ smartphones. Then, running a video ad is an effective, efficient way to reach your target demo.

But where should you geofence?

Copley Advertising has found that parks with playgrounds (day-parted Monday to Friday, 8 am to 5 pm) is an excellent geo-target. It’s hard to pinpoint moms in a large group, but parks are great. We have a list of hundreds of parks with playgrounds in cities across the country with a large population of mothers. Copley Advertising geofences your geotarget—in this case millennial mothers—and places video ads in the tagged smartphones.

How does it work? Well, when the demo clicks on the ad, their device ID is placed in a retargeting folder. Once we have a critical mass of IDs, Copley Advertising can start a separate retargeting campaign. We have seen the click rate for retargeting campaigns run from 2X to 16X versus regular campaigns. Mothers today have so many ways of getting information—they’re really bombarded; tracking data can be a key tool for effective future campaigns.

But here is the real magic: moms network! When a mom clicks a video ad they are brought to a landing page that plays a 15-second commercial from the advertiser. It shows how the advertiser is supporting an environmentally cause or product. Moms are highly sensitive to environmentally-friendly products and Millenial. So, if they sign up for the newsletter updating how the advertiser’s campaign is going the advertiser will donate $1 to the campaign. This is so worth it for the client. In the upcoming newsletter, it will instruct moms to create moms for “xxx” groups to help the cause. Before you know it, you will be engaging your demographic for months. And moms will help you add other moms because of the tight-knit networking nature.

Archaic tools used to reach moms are simply no longer effective; with mobile geofencing, we have the new tools to meet and engage with a new generation of moms.

Geofencing – Recruitment – Nurses

Posted on by John Flynn - CEO - Copley Advertising

NPR recently reported that John Hopkins All Children’s Hospital in St. Petersburg, Florida was turning to geofencing as a tool to recruit nurses.  They’re targeting nurses at rival hospitals (geo-conquesting) and their homes (geotargeting).  After years of trying newspapers, radio and recruitment firms John Hopkins decided to go another route.

Guess what.

“We have invaded their space in which they live and work, so it’s a much better use of our dollars,” the hospital administrator was quoted. “We’re not just throwing out a wide net and seeing who comes through the pipeline.”

Compared to traditional advertising John Hopkins found their recruiting cost has dropped significantly and were seeing three or four calls a week instead of no calls.

Copley Advertising has been using mobile marketing to help clients create an efficient and effective recruiting program that will engage your target audience and build and short term and long term funnel of candidates.

Our program uses:

Geofencing (client’s location)

Geo-conquesting (rival locations)

Geotarget (where the target candidate works and plays)

Video Ads (effective and allows your story to your candidate)

Retargeting (using stored IDs from engaged device owners)

Optimization (app placement, OS, A/B testing and other qualifiers)

Landing page (custom landing page with video ad to complete your story)

Taking large email list and converting them to device IDs and retarget the IDs.

Incentive programs (candidates leaves email to be updated with offers, bonuses, and new programs)

With these steps, you will be pinpointing the candidates you are looking for and have their email to further be a resource concerning the job market.  Not only will you have short term candidates but will also have a pool of candidates that you have engaged and are comfortable with you to take the next step.

UPDATE – We just posted a YouTube video on recruiting nurses that has additional information.  Click here to check it out.

Copley Advertising is a mobile-only company that creates mobile marketing programs. Please call  (617) 651-2249 or email [email protected].

 

 

Geofencing: Sporting Events And Concerts

Posted on by John Flynn - CEO - Copley Advertising

Advertising at an event is expensive and has a very short lifespan.  Geofencing provides an opportunity to target fans at the event and when they leave.

Copley Advertising can tag all the smartphones at any event or concert.  Let’s say that the New York Knicks are playing at Madison Square Garden.  We would tag all the smartphones at the game.  An ad can be placed on each phone.  If the users clicks on the ad their ID is placed in a retargeting folder for future marketing.  We can also download all the device ID (owners that received an impression) and use the information for future campaigns.

Geofencing is highly targeted, and due to the lower CPC, the ROI of each marketing dollar spent is 2x to 5x greater than traditional marketing.  The key to location marketing is that you are reaching your demographic in a set area.  Copley Advertising can break down the demographic for any event.  If the event fits your buyer persona we can geofence the event.  You have now captured your customer and have the ability to continue to serve ads to them after the event is over and they returned home.  Copley Advertising can follow a sports team or music act across the country.  We are able to reach your demographic in each location.

Mobile marketing campaigns can be automated. The only variables that need to be entered are the location and date/time of the targeted event-goers.  Copley Advertising optimizes the campaign in real time.  We drill down to app placement, creative click thru, OS, and SSP networks.  As the campaign continues it becomes effective and efficient.

By mobile geofencing an event you can place offers that will drive ticket holders to your store or restaurant.  “Come after the game and get $5 off!”.   If the client geofences a team during every home game they will train the fans that their destination is a must after each game.  They become an important part of the event’s marketing without paying the huge event markup.  This is great news for national restaurant and bar chains that are near a stadium.

If you look at the crowd during a sporting event or concert you will see a sea of people on their smartphones.  Now imagine for a small marketing budget they are seeing your ad. You didn’t have to pay for the overpriced in-stadium signage.  And you can follow your demographic home and continue to deliver ads to them after the game.

Questions?  Copley Advertising, [email protected].  (617) 651-2249.

Geofencing: Retail and Retargeting

Posted on by John Flynn - CEO - Copley Advertising

Buyer interest is crucial for business success.  Retargeting and geofencing work in tandem to zoom in on buyers who are genuinely interested in your brand.  The tools of mobile geofencing (retargeting, geofencing, device ID capture, video ads, and others) fit the marketing needs for retailers.

What is retargeting?  When a device user clicks on an ad we place their ID in a retargeting folder.  We can then start a separate retargeting campaign geared to the devices that engaged the ad.  These devices can be anywhere in the US and they will still receive the ad.  The rate of engagement for a retargeting campaign can run from 2X to 16X compared to a regular campaign.

Reason #1: Numbers Don’t Lie

Statistics show that 75 percent of consumers notice retargeted ads. Furthermore, Khalid Selah states that “the average click-through rate for display ads is 0.07 percent, while the average click-through for retargeted ads is about 0.7 percent.”  Essentially, people are more likely to click on retargeted ads than display ads. Therefore, effectively using retargeted ads in geofencing has the potential to generate a higher ROI than other digital marketing strategies.

Reason #2:  Offers a Personal Approach

The best-retargeted ads appeal to specific interests of the consumer. These ads can be created to mimic a particular group of customer’s spending and purchasing patterns. Customers are more likely to respond to ads that relate to what they like… even if they don’t need it.

Reason #3: Location Specificity

No other form of retargeted advertising reaches customers who are in direct proximity of our brick and mortar store. Impulse is powerful. Think about those sweet treats that are strategically positioned at check-out counters in supermarkets. Often dubbed “impulse buys”, we are tempted to purchase these treats because they’re consistently in our field of vision. The same is true for retargeted ads.  Walking into a mall and seeing an ad for a product you want feeds your temptation to head to the store selling that product.   After all, it’s right there.

Copley Advertising has a team of talented digital marketers and programmers who can merge your retargeting campaigns with geofencing. We’ll help you entice people to enter your store.  Never forget that retargeting is statistically proven to produce results, provide a personalized experience for the customer, and reach the customer exactly where he or she is.  Contact us at [email protected].