Mobile Marketing – Recruitment

Posted on by John Flynn - CEO - Copley Advertising

Copley Advertising is looking at changing the way companies recruit candidates-the current recruitment system is antiqued and ineffective.  Paying a recruiter $5,000 to drag a body across your lobby floor and say, “Here pay me and don’t worry, they will last six months.” doesn’t seem like an intelligent way to hire someone.  On the other hand, posting ads on Indeed.com would attract prospects that are out of work and may lack contacts or skills to land other positions.  The market would dictate that these candidates are less than ideal.

Noah Kagen (early member at Facebook and Mint and founder of AppSumo) has a great video about hiring employees.  Basically, he says that his goal was to hire good team members that needed to focus their skill set.  It’s more important to have a believer than a mercenary.

Let’s be honest… I don’t think the headhunter that is looking for their $5K bounty is going to be overly concerned about the long-term ramifications of your workplace environment.

The second tactic companies use is ads on Indeed.com.  It reminds me of the old days when the media buyer would default to print ads whenever there was a tough decision to be made in the marketing budget.  Everyone read the newspaper and it was comfortable… in the long run that didn’t work out.  The problem with putting ads in Indeed.com is that it attracts a less desirable employee.  In all likelihood, potential employees answering an Indeed.com ad has been let go of their job and doesn’t have any professional contacts.  If the employee was exemplary, they would have already been scooped up by a company; that hasn’t happened.  So, you are dealing with a pool of prospects that are not either team players but have good skills. Or maybe they are good team players but have extremely diminished skills with little upside.  Doesn’t sound like an ideal pool of job candidates I would like to be choosing from.

Quite frankly, another issue is employers are given control of the job search process to outside forces whose first priority is not to find a candidate that’s a good fit, but rather to bring in candidates for the sake of, well… bringing in candidates.

Copley Advertising has come up with a better way, one that will give a free flow of candidates to the employer and still retain control of the process at a fraction of the cost.

First, we sit with the client and find which positions need staffing.  Then, we select about 40 companies with current employees they believe would be a good fit for their company (skill and culture-wise).  We geofence the companies and tag all smartphones in the targeted company and play a :15-second video.  The video is of one of the company’s employees saying, “Hi, my name is Jane.  I like working at company X because of their corporate culture”.  Corporate culture is one of the four key points that workers -especially highly trained young workers-look for in a workplace.

Once the target sees the ad, we capture their device ID.  If they engage with the ad, we place their ID in a retargeting folder.  After the target clicks on the ad, they are taken to a landing page with a video. “Hi, my name is Jane and I’m a Systems Analyst at Company X.  We have a great company culture, work/life balance, promotion track and a good pay scale.  Below are some additional videos of friends of mine who also work here. If you leave your email, we can send you some updates concerning changes in the employment climate and pictures from outings we have had.  Hope to talk to you soon.”

You would have links to another video that will have other employees talking about the company and suggesting email sign up. If the target doesn’t sign up, that’s fine because now we have three ways to track the ID: the impression IDs, retargeting IDs and the Facebook pixel on the site.

We set up a Facebook retargeting campaign using the captured Facebook IDs. Running the impression IDs through a Facebook converter, we end up with a 30% conversion rate. Now you’ve essentially exchanged impression IDs for Facebook IDs. We then create a look-alike model with the Facebook IDs matching the main data points, identifying similar Facebook users in the US. We set the look-alike to 1% of the US population and will end up with about 2,250,000 Facebook IDs with similar data points.  You can start a campaign with the data and drill down to focus on specific location and behavior indicators; you can drill down further again using Facebook’s Audience Insights.  Once you have a critical mass of retargeting IDs, you can launch a campaign that receives on average 2X to 16X click rate.

And the great news is that you will now have a short-term and long-term funnel that you can draw from when need. You’ll be able to filter candidates that fit your company and those that don’t.

After the campaign is set up and running for about a month, there is a nominal maintenance fee needed to keep the captured IDs in place.

“We’ve found recruiting in its present form to be outdated and ineffective. Copley Advertising’s goal is to disrupt the space and introduce a clean, modern model that is beneficial to both the company and the candidate. Win-win means just that.”  John Flynn, CEO, Copley Advertising.

Or you can go back to someone who is going to charge you $5,000 per body or to place ads to non-networks, rusty-skilled candidates on Indeed.com. Good luck with that.

+++++++++++++++++++++++++++++++++++++++++++++++++++++

Copley Advertising

Brookline, MA 02445

John Flynn

jflynn@copleyadvertising

617-595-0138

 

Mobile Marketing – Mobile Transit Domination

Posted on by John Flynn - CEO - Copley Advertising

Wikipedia reports over 1.5 million people ride Boston’s MBTA transit system each weekday. Boston is one of the five largest transit systems in the country. The other cities being Philadelphia, Chicago, New York and Washington, DC. Copley Advertising has announced a new mobile marketing program that allows clients to geofence any one, or part, of the top five transit systems in the country.

“The transit marketing has always been one of our targets. The same advertising model has been in use for 100 years. We thought it was time for a major shift and a better way to serve the users of the systems.” Stated John Flynn, CEO of Copley Advertising.

Copley Advertising begins geofencing the platforms at 7 a.m. and ends at 10 a.m. Then, for the afternoon rush, we geofence the platforms from 4 p.m. to 7 p.m. We tag smartphones at their location and place ads on tagged smartphones. Once the tagged user sees the video ad, their ID is placed in an impression folder. If they engage with the ad, their ID will be placed in a retargeting folder.

When there is a critical mass of retargeting IDs, Copley Advertising will begin a retargeting program. The click rate for our retargeting program is 2X to 16X.

The IDs from the impressions can be loaded week to week as the new IDs come in. Past tracking has shown a 20% increase in click rate compared to regular campaigns.

The client can buy multiple cities, one market, or chose locations in one of the systems. This gives the client the freedom to drill down to the geo-target. The client can select an area during the a.m. rush where the demo lives, as well as the platform where they work in the afternoon.

While waiting for the train everyone is on their phone. The posters at each station are old, outdated and dirty. Out-of-home sellers are resorting to selling “geofencing” with their products because they are out of touch with the demo.

Beware! There is a big difference between buying a diamond from a jewelry store and getting a deal at a supermarket.

The Copley Advertising Mobile Transit Domination program is ground breaking as it brings together all our capabilities, giving clients the ability to reach the top five transit systems at a fraction of the cost of OOH. Or you can just by a billboard. When someone gets off their phone, they might look up.

Mobile Marketing – Facebook 2Q 2017

Posted on by John Flynn - CEO - Copley Advertising

TechCrunch reported:

Facebook’s hot streak continued with a strong Q2 2017 earnings report. It earned $9.32 billion. Revenue growth was 44.7 percent year-over-year.

Mobile now accounts for 87 percent of ad revenue, or $8 billion, compared to 85 percent last quarter and 84 percent a year ago. Total ad revenue was $9.16 billion.

The Facebook numbers are crushing it; they hit all the projections and their main issue is that they are running out of space to advertise (a preview of my blog next year blog “It was the Instagram, stupid”). But the main takeaway for mobile marketers is that 87% of Facebook’s revenue is mobile. 87%! So, less than 13% of revenue is severed digital. Is Facebook’s reporting for the last three years a behavior limited to Facebook or is it a system shift in the way we are using the Internet?

Search Engine Land reported late in 2016 that, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.” Google said that.

So here we are again: another milestone. Another indicator the mobile has and will continue to rule the world! With mobile-only apps like Instagram and Snapchat not hitting stride, there is a lot of room for revenue. Mobile marketing companies such as Copley Advertising have tapped into supply-side app platforms like MoPub, Rubicon, Smatto and others, providing an endless sea of impressions available through their network. In 2017, mobile marketing will continue to move at breakneck speed. If medium and large companies have not allocated enough of their marketing budget, they will find themselves playing catch up.

Everything is a learning curve and for companies just getting into mobile (or yet to do so, in the future), they’re going to pay a much higher price than early explorers. As with any advertising and marketing system, it takes time to understand which aspects of mobile marketing make the most sense. Maybe a DSP that delivers impressions at a high rate of speed? Or a platform with granular reporting? Low CPM with high frequency? App placement by 1,200 impressions and no clicks? Android or iOS? There are just so many questions that can only be answered by taking the program out for a drive.

Plus, client’s goal projections need to be aligned as mobile is not (for the most part) a CPA-driven media outlet. Things like email collection are short-sighted. “Email is fine, but the goal is to engage the target to such an extent that we will have a major influence on both their long-term and short-term decisions.” states John Flynn, CEO of Copley Advertising.

While spending on mobile advertising is taking a larger chunk of companies’ advertising budgets, many are not yet adopting the right tactics. When starting to run mobile advertising campaigns, a company should consider working with a proven mobile marketing agency; this will help you find your targeted demographic and help your company become an important influencer in that target’s decision-making process. Once that formula is found, a funnel of prospective customers can be sent to a landing page to capture their mobile ID and retarget it with offers and quality content. This will increase short-term action and longer-term influencers and will do so by not only 2X, but 10X!

Or… you can buy a newspaper ad.

Copley Advertising is a mobile marketing company that uses the tools of mobile targeting and their worldwide relationships to help clients reach and influence their demographic. Call (617) 651-2249 or email [email protected].

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 – 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 – College Students

Posted on by John Flynn - CEO - Copley Advertising

How to Target College Students on Campus

As students thoughts turn to the new academic year, Higher Education Marketers naturally look for ways they can target college students and entice them to consider their campus for their courses. With smartphone usage becoming almost synonymous with students at nearly all levels of education, geofencing to target specific demographics such as student populations or specific student personas is a tactic that should be considered, especially by those with limited budgets.

The Numbers Stack Up

Considering that many college student’s lives revolve around their smartphones with over 6 out of 10 students claiming to regularly use apps for games (73%), music (67%), entertainment (64%) and social networking (64%), it is easy to see that college students are spending more of their time on mobile devices than ever before, and this is at the expense of computer access, TV’s, e-readers and handheld gaming devices.

Kristin Kollbaum director of marketing and communications at Northwest Iowa Community College saw these figures and decided to give geofencing a try to fill the newly created Certified Nursing Assistant (CNA) classes at the nearby Sioux Centre Hospital (SCH).

She began by setting up a geofence which targeted people within a 60-mile radius of SCH, ensuring that when people within this boundary went online they would be presented with ads about the CNA course and job placement.

With a small budget of just $1,200, Kollbaum achieved a 0.73% click through rate which resulted in 35 people attending an informal meeting about the course and two classes being run that year. A phenomenal effort for a small campaign and budget that was run in an area of low unemployment which typically made filling these positions a difficult task.

How to Leverage Mobile Targeting Capabilities to Reach Student Audiences

Geofencing is most definitely a game changer for Higher Education Marketers. By drawing virtual boundaries around physical areas and combining this technology with the layering of specific lists of websites relevant to apps which your target demographic are likely to use, marketers are able to build custom audience profiles and provide specific, targeted messages that are much more likely to be acted upon than more traditional forms of advertising and communication.

Serving ads or messages to students while they are at a specific location keeps your institution’s offerings well within reach and at the forefront of their mind when it comes to course applications. Just as we outlined in a previous post, secondary action – meaning people who take some sort of action after seeing an ad are more than twice as likely with geofencing, and students are no different.

Pinpoint the Students You Want

As colleges grow and almost resemble small cities with sports stadiums, shopping malls, and restaurants, it also becomes easier to target students with specific interests. The ability to geofence all or just part of a college campus such as the sports stadium or restaurant frequented by a particular set and couple that information with a list of websites, along with times that people are using that facility and a number of other variables, allows marketers to become very specific about who will be presented with their offer. It also allows you to reach out to your specific student personas with a ‘personal touch’ and gives you the ability to tap into what that individual may already be considering in terms of further education and present your institution as an option that should be considered.

By providing your college’s options to relevant students at the right time you’re increasing the prospective student’s trust in your organization and developing trust in your institution is certainly one of the first steps towards recruiting graduates. Furthermore, as Generation Z and Millennials have grown up as digital natives, many now have come to expect, even welcome, personalized and targeted campaigns, seeing these as an expression of a college’s willingness to put their individual needs and motivations as a priority.

With well over 86% of all students owning a smartphone and almost half owning a tablet, and these figures rising year on year, geofencing and specific, targeted campaigns that make the most of your student personas and dollars are certainly worth thinking about.

Copley Advertising has a team of geofencing experts who are able to help you create an effective campaign that targets the student personas identified by your institution. They can do all of the technical work for you and make the magic happen.  Have questions? [email protected]

Geofencing: Building Contractors

Posted on by John Flynn - CEO - Copley Advertising

Geofencing can be used in numerous ways and its use for marketing campaigns and increasing interaction between businesses and the right prospects is increasing almost daily. Helping customers find you are one of the most common ways that geofencing has been used – alerting a customer who has stepped into a shopping mall of your great offer is becoming common practice, but what if you could target areas by weather patterns? It’s now possible to do just that by setting up impressions that are switched on or off by the weather forecast.

Timing is everything

Creating customer engagement based on someone’s exact location and current situation leads to a meaningful advert or communication. Imagine being able to send a message about your house repair services or DIY products to families in areas that have just been hit by severe storms.

A well-timed advert or message about your services to someone likely to need exactly what you are offering – construction services or DIY products for repairs for example – will put you at the fore of a customer’s mind right when they are thinking about work they need to have done. The figures back it up too – Secondary Action Rates, meaning people who visit a store or take some other action after seeing an ad are more than twice as likely with geofencing. What’s more, home and trade services rank amongst the industries receiving the highest secondary action rates.

Meet your customer’s needs right where they are

Going a step further than simply attracting customers to you with timely notifications, geofencing linked to weather forecasting allows for timely and relevant information that potential customers can use in emergency or severe weather situations. Because geofencing is flexible you are able to adapt the area that impressions are being sent to relatively easily making sure you are able to reach the most likely candidates for your services, be they upscale areas experiencing high winds and storm damage, or areas where DIY renovations are on the increase.

Build Trust Quickly

Businesses that are quick to respond with a tailored offer and can specifically target an area that needs the service they provide have a foot in the door when building trust with the consumer and are more successful at turning that prospective sale into a valued customer.

Given that 60% of consumers look for local information on their phones and around 75% of Americans own a smartphone, this is especially relevant for large national contractors, or big box stores who want to find business outside of their base area, and still, have a local feel.

Simply giving potential customers all the information they need to find you when it comes time to repair the damage caused by a storm, flood, fire or other weather related event begins building the foundation of trust needed for customers to contract expensive work or purchase big ticket items from big box stores such as Home Depot.

Copley Advertising has a team of geofencing experts who are able to help you create an effective campaign that follows the weather forecasts around the country. They can do all of the technical work for you and make the magic happen.  Have questions?  [email protected]

Geofencing: Car Dealerships

Posted on by John Flynn - CEO - Copley Advertising

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 [email protected] to learn more about Copley Advertising geofencing programs for car dealerships.

Geofencing: Trade Shows

Posted on by John Flynn - CEO - Copley Advertising

Excitement bubbles through your veins. You’ve spent months perfecting your product. Now, it’s time to present it to some of the leading retailers and angel investors at a trade show. Reality hits. Thousands of other startups are also trying to grab the attention of these instrumental people.  You have to find a way to lure them in…a way to stand out and get them to pay attention. Geofencing is your answer. The following tips can help you leverage the power of geofencing at your next trade show.

Have a Clear Call to Action

Location based advertising feeds impulsive decisions.  Your geofencing ads should, therefore, have a clear call to action. Someone who enters your chosen geofence and sees your ad should, for instance, be prompted to utilize a discount coupon at your booth. It’s about getting the user to make a clear decision related to your brand in the moment.

Don’t Bombard Users

Geofencing is location based. However, avoiding the temptation to bombard potential customers with redundant messages is crucial. For instance, someone who has already entered the geofenced area shouldn’t constantly receive the same message every time he or she reenters the area.  Using routing algorithms to help people who have seen your ad find the fastest route to your booth is your safest bet.

Use the Data

A myriad of consumer behaviors is captured by geofencing. Some of this data includes: where consumers spend the most time at the trade show, the aspects of your booth that generate the most interest, and the amount of foot traffic you’re actually getting.  Using this data wisely helps you make informed decisions.

Trade shows are often expensive investments. Geofencing is one strategy that you can use to maximize your ROI at trade shows. Having a clear call to action, avoiding redundancy, and using the data you receive wisely can help you make the best use of your geofencing campaign. Copley Advertising has a team of geofencing experts who can help you create the best geofencing campaign for your next trade show appearance. Email us at [email protected]

5 Sure-Fire Ways to Earn More with Geofencing

Posted on by John Flynn - CEO - Copley Advertising

Reaching customers where they are with what they need is the fundamental principle of geofencing.  Earn more. Win big. Geo-fencing strategies provide a targeted approach to digital marketing that helps businesses win new customers. The biggest earners in the geofencing space, however, practice these sure-fire ways to boost their ROI.

Be Strategic

Geofencing can be likened to a game of chess. Make the right moves and you’ll be able to defeat your opponent.  Think carefully about geofencing placement. Some businesses have used the diversion approach where a geofence is placed in the broad region surrounding a competitor. A customer who enters this region would receive notifications with deals and coupons from your store. Enticed by these deals, the customer will choose to purchase from your store instead of the competition.

Using the right size for your geofence is another way to be strategic.  For instance, if your product is sold in a large department store you may want to place a geofence around the product’s shelf space. Also, if you are building a campaign to sell a specific product line, it would be wise to create a geofence around that specific product’s location instead of around the entire store.

Population Density is Important

Your aim is to reach a large number of people who are more likely to make buying decisions.  It is fair to assume that the larger the geofence, the larger the audience. However, you want that audience to include people who are more likely to make the impulsive decision to visit your store. Shops in busy urban areas, therefore, benefit more from a smaller geo-fence. Conversely, stores in rural areas, where people are willing to drive miles to get what they want, benefit more from a larger geo-fence.

Use Wi-Fi instead of GPS

GPS drains battery life. Apps that are programmed to use geofencing with Wi-Fi and cell tower information fare better with users.  Although GPS provides a more accurate picture, Wi-Fi preserves battery life. The latter is more important to a consumer.

Don’t Bombard the User

Let’s set the record straight. Customers in your geofence mailing list should be those who’ve opted into receiving location-based notifications from your company. It’s the ethical thing to do. Be considerate. These people don’t want to be bombarded by messages overselling your company. If they are, they’ll have no problem instantly deleting your app.  Provide each customer with relevant and timely messages.  Too many messages paint your brand in a negative light.

Use Geo-Fencing with Other Location-based Targeting Strategies

Geofencing is a useful tool.  However, it has its limitations.  One of its greatest limitations is its need for user participation. If the feature isn’t activated on the user’s device, no results will be produced. You could follow all the aforementioned tips and get abysmal results. Therefore, geo-fencing shouldn’t be used in isolation. Instead, it should be used with other location-based marketing strategies, such as beacons.

The team at Copley Advertising consists of geofencing experts.  We know how to effectively use these sure-fire tips to help you get the highest ROI. Trust us to help you create a strategic, relevant, timely and user-friendly geofencing campaign. Questions? Email [email protected] to receive our presentation (What is Geofencing?).