Mobile Marketing – Back to School

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 info@copleyadvertising.com.

Geofencing – Recruitment – Nurses

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 info@copleyadvertising.com.

 

 

Geofencing: Sporting Events And Concerts

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, info@copleyadvertising.com.  (617) 651-2249.

Geofencing: Car Dealerships

The implementation of geofencing in car dealership’s marketing programs has been talked about for some time now, but it’s only in recently that the technology has allowed programs geared to the car and truck industry.  Geofencing uses GPS/RFID technology to create geographic boundaries. When a mobile phone enters the target area the desired the phone is tagged and Copley Advertising has the ability to place ads on the smartphone.

The mobile phones of users would be targeted when they enter the auto dealerships.  The customers will be informed of the top deals that they might have missed and special mobile offers. The sales team may not have enough manpower to attend to every single customer that walks in, but mobile geofencing ensures no customer is left without a pitch being made.

The most powerful program for auto dealers is geo-conquesting.  Copley Advertising can geofence all competing car dealerships and tag smartphones in the dealership.  As customers are on the smartphones they will see your ad.  Call to Action creative can include weekend only rebates and call before you buy.  Plus if the tagged user engages with the ad we can capture their ID and place it in our retargeting folder.

Marketing campaigns can also be launched to targeted neighborhoods that are within close proximity of the auto dealerships. A seven-mile geofence around each dealership is recomeneded as over 80% of the dealership customers live within seven miles of the dealership.

Geotargeting also allows a car dealership to target customers based on demographics. For example, used cars might be targeted to students living on a college campus, whereas family based neighborhood advertising an SUV might make more sense.

The targeted nature of geofencing allows car dealerships to place themselves on the map without putting a big dent in their spending budget.   Email us at info@copleyadvertising.com to learn more about Copley Advertising geofencing programs for car dealerships.

Geofencing: Recruiters

Geofencing is being used effectively by small and large retail businesses to attract customers and promote their products to specific groups in a personal and timely way that provides great results. With over 65% of consumers opening the push notifications they receive, and geofencing campaigns experiencing a 70% higher click through rate compared to standard ads as discussed in a previous article, it is no surprise that corporate organisations and health care providers are finding ways to use geofencing to target and recruit the best talent available for their businesses.

Target Talent

According to Glassdoor HR statistics, job location is one of the top 5 considerations of prospective employees when considering new employment. Corporate organizations – from accounting firms to transportation and logistical firms, even hospitals are using geofencing to find and reach out to the right candidates with some great results.

By reaching out to a target audience – one that is exhibiting signs they are ready to change roles through their web search history, purchasing activity and other internet use behaviors – with geofencing these companies have been able to increase the expertise within their business relatively easily.

For example, Holland Trucking needed more drivers for their workforce. With a limited recruitment budget they chose to send targeted ads with geofencing – their adverts had a quick link to the company’s job application webpage and was sent to prospective candidates within a five-mile radius of specific truck stops along one of the company’s major routes. The campaign resulted in increased traffic to their employment pages and better recruitment results for the business.

Reduce Costs

Bersin by Deloitte states the average cost to fill an open position is $4,000 and that takes around 52 days to find the right person.

High-Value Employee Targeting with geofencing can drastically reduce the cost of finding the right people for your business. A case study of an Atlanta-based health care provider looking for nurses is a great example of this. The healthcare provider and their marketing team decided to geofence other top rated medical facilities and send messages to relevant staff about the job openings reaching a targeted area with over 21,000 impressions.

Comparing the average cost of a geofencing marketing campaign and the time it takes to find the right people for a vacant position with traditional recruitment methods, it’s no wonder that larger corporations and health care providers are turning to geofencing, making it an innovation that is set to stay and become common practice within the recruitment sector.

Attract Top Talent to You

Rather than trawling through the thousands of resumes on recruitment websites, geofencing allows employers to target the talent they want and have them get in touch with them. Quite obviously, this saves a lot of time and hassle for the business. It is becoming commonplace for corporate and healthcare organizations to use technology to target the talent they need to keep their companies ahead of the competition – and geofencing is at the fore of this.

Recruiters can use geofencing to place ads around workplaces, universities, banks, hospitals – the list is virtually endless. Getting targeted messages to the right audiences has shown to give noticeable impact to recruitment campaigns when other approaches simply aren’t providing the results needed.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective recruitment campaign. They can do all of the technical work for you and make the magic happen.  Have questions?  info@copleyadvertising.com

5 Tips for Effectively Using Geofencing

5 Tips for Effectively Using Geofencing

Statistics show that 65% of consumers open the push notifications they receive.  Geo-fencing provides consumers with location-based push notifications that are relevant. The pop-ups and push notifications that appear as a result of geofencing are linked to a customer’s interests.  So, the customer can find exactly what he or she needs from your company that much faster. This increases foot traffic to your store and widens your customer base. Geo-fencing, when used effectively, gives companies a competitive edge.  Instant.ly reports that “many businesses have experienced click-through rates on geofencing campaigns that are as much as 70% higher than standard ads.”  Numbers don’t lie. Jumping on the geofencing bandwagon can only mean immeasurable success for your business.

Reaping the benefits of geofencing, however, requires understanding how it works and how to use it effectively. These tips will help you get the most out of your geofencing campaign. Discuss them with your digital marketing campaign manager. If you’re doing your own digital marketing, feel free to contact us at Copley Advertising to get expert advice.

Know what is Required

Geofencing is an expanded form of beacon technology. Beacons work within a narrow parameter, such as a particular aisle in your store. Geofencing, on the other hand, encompasses a wider boundary.  With geofencing, you use mapping software to physical identify the broad region you want to target.  Whenever someone enters that region, the tagged smartphone or app sends a targeted message to the person’s phone. Geofencing is about being at the right place at the right time.  In order to work effectively, a link must be made to GPS, cellular data and/ or Wi-Fi connection.

Carefully Consider your Message

Your aim is to get people to come into your store. Most geofencing campaigns provide special discounts or offers through the pop-ups and push notifications of an app. You have to give a little to get a little. So, it’s more than telling people that your store is in that location. There must be a clear call to action that gives people the impetus to step into the store and make a purchase. Customers who enjoy the experience will keep coming back.

Personalize

Geo-fencing works better when users opt-in. Your app should give the user the option to turn on location services. It should also give the user the option to turn these services off if necessary. Users should also be able to create their own profiles. This provides a more targeted marketing approach since you’ll be able to accurately determine each user’s interests.  Giving users control over their profiles allows them to control the data they provide. Respecting potential customers’ privacy is crucial.

Use the Data

Each geofencing campaign generates data that can be used to measure the campaign’s success. Neglecting the data is a recipe for failure. Track the data in real-time to determine its strengths and pitfalls. Using this knowledge to inform present and future decisions differentiate effective marketers from ineffective marketers.

Strategically Define Geofences

Each geofence should encompass areas where people are most likely to be. It is highly likely that this will not be where your business is. Setting location parameters around a competitor’s store has proven effective for numerous brands.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective geofencing campaign. We will do all of the technical work for you.  Let us help you make the magic happen.  Have questions?  info@copleyadvertising.com

Geofencing: Retail and Retargeting

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 info@copleyadvertising.com.

Geofencing: A great tool in retailer’s marketing workshop

Location. Location. Location.  Geofencing is all about location. Over the past decade, several marketing tools have been developed to help retailers more effectively reach customers. According to CIO “geofencing is a location-based service that sends messages to smartphone users who enter a defined geographic area.”  This form of location-based marketing helps retailers lure customers into their stores using special deals, promotions, and coupons. At Copley Advertising, we allow you to create a geofence within a 50feet or 500mile radius of your target location.  We then tag all smartphones in this geofence and incorporate your desired ad in one of the thousands of apps we have access to. When the tagged user opens the app and clicks on the ad, we place that customer ID in our retargeting folder for future campaigns.

Picture this. You own a trendy teenager and young adult clothing store in a fairly popular mall. However, the foot traffic into your store is far less than what you think it should be. You decide to give geo-fencing a shot. As soon as anyone enters the mall, you send a digital advertisement to the person’s smartphone for a limited time only discount coupon.  Within a day you notice that the number of customers in your store has increased by 2 percent. That number triples by the end of the week.

Geo-fencing provides numerous benefits to retailers. Some of these benefits include: appealing to the unique interests of customers within a particular geographical region, helping customers find your store, directing foot traffic away from your competition, effectively analyzing campaigns, and providing a personalized experience to customers.

Appealing to the Local Customer

There are some common interests that remain constant regardless of the region in which a customer lives. However, buyer characteristics vary slightly from one region to another. The location specificity of geo-fencing allows you to send targeted advertisements that are relevant to people in that location. Advertisements could surround local events, celebrations, or interests.  Customers will be more interested in a brand that is relevant to them.

Finding Your Store with Ease

With geofencing, the idea is to lure customers into your store. Geo-fencing impressions allow you to provide specific directions to your store. Mapping out the path, as well as providing enticing deals, makes it less likely that a customer will give your competitors a second glance.

Providing Useful Information

Geo-fencing campaigns are useless if data isn’t adequately analyzed. Geo-fencing impressions provide several data metrics that help you determine the effectiveness of your campaign. Metrics include: how many people targeted offers were brought to the store, how many sales resulted from target offers, how long customers spend in the store, how often a customer visits the store and so on.  Having this data can be very useful in guiding future campaigns and adjusting aspects of your store to meet your customer’s needs.

Personalization Separates the Winners from the Losers

Humans love to feel important. Your ability to provide each customer with deals related to products he or she loves that will separate you from your competition. Geo-fencing impressions can be programmed to get specific data about each customer. This data includes spending patterns and the areas the customer frequently visits in your store. You can use what you learn to create targeted geo-fencing ads that add value to the customer and compel him or her to make a purchase.

Copley Advertising provides geofencing services for a variety of clients.  Each geo-fencing impression we create is tailored to meet the specific needs of our customers. We will help you stand out from the competition and drive more foot traffic to your store. Email us at info@copleyadvertising.com.