Mobile Marketing – Relax its Geofencing

Geofencing is a must-have tool for mobile marketers. The ability to target by latitude/longitude in 254 countries is impressive, but sometimes the client gets a little “greedy” and asks us to drill down to .00001 miles from a location. While the mindset is to eliminate waste, this thinking can cause wasted impressions and missed opportunities.

Sometimes buyers have a split personality regarding mobile. On one hand, they see the possibilities of geotargeting smartphones, running video ads, downloading IDs of tagged users that received an impression and a retargeting folder for devices that engaged with the creative. It is exciting and makes billboard, TV, and radio advertising look inefficient-which is true, they are.

On the other hand, buyers have an issue with perceived waste. They want to build a geofence around a store with no leeway, but there are a couple of problems with this. First, people enter and exit the store to go their cars, bus or walk to their next destination. This is an overflow that should be captured. Second, when we drill down to lat/long we are hitting a small target on the planet earth; rather, we would be more comfortable to drill down to .2 miles out. This gives the system room to breathe.

We can set up a campaign for each location and monitor to see if the click rate is within goal projections. If the ID pool was polluted, this would be the first line of defense to indicate there is a problem. As we use our optimization the program (app placement, operating system, etc.), we’re making the campaign efficient; this acts as a filter to weed out any underperforming impressions.

We capture impression IDs and the IDs that have engaged with the creative. The impression ideas will then be filtered by additional mobile campaigns: retargeting IDs will come in between 2x and 16x and have already passed the first test by engaging with the creative.

When Copley Advertising reviews the program, clients ask how many locations they can geofence. One… three? 40. I like to start with 40 because I need data. The more data we have, the quicker we can optimize and build ID folders. This way, when during the first week, we find four or five locations getting lower than a .2%, we pull those locations and stop delivering impressions and ask for five more locations to take their place. Over time, we like to get down to about 15 locations that are doing very well, fully optimized, with a large impression ID pool and a retargeting campaign ready-to-go.  Now that is fun.

“Copley Advertising is first and foremost a resource. I want every company or agency to know that they can call Copley Advertising and we will break down exactly how we create and implement a mobile marketing program. If they become a client, that is secondary.” says John Flynn, CEO of Copley Advertising.

So, remember what I said: go with a geofence with a radius of .2 miles and rest assured that when it comes to data, less is more because its geofencing, not geo-strangulation!

 

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 – Off-Campus Housing

Mobile Marketing is a perfect fit for companies that own off-campus housing properties. College students are a great demographic for geofencing. The expansion of mobile capabilities and tracking have allowed mobile marketing companies to be creative in their approach to client’s needs.

Off-Campus Housing properties need to fill beds. The competition is fierce. There seems to an insatiable appetite for newer and better. But if there was an ability to meet the short term goals of filling units and create a consist pool of would-be renters that would be an interesting model.

Mobile Marketing can deliver that model. Here are some key aspects that mobile marketing uses to create a campaign for off campus housing properties.

Video Ads – The rise of video ads continues. The price has dropped and video ads are more effective than banner ads.  Another important aspect is that they tell a story. Marketing is all about telling a story.  By delivering your commercial to the tagged smartphones you can bring your property to them before they visit you.

The first week can be an introduction video commercial the second week could be commercial inviting device users to an event at your property and so on. After the device owner clicks on the video they are brought to your landing page to see the conclusion of the presentation. Copley Advertising is offering a video commercial in each tagged smartphone on campus. All user data (engaged IDs) is stored for future retargeting.

Geo-Conquesting – Your best demographic is students living in other off-campus housing. Even if the property is not in the targeted demographic the results we have seen is that the click rate is still between 2x to 6x higher than the average campaign.  Plus delivering those impressions that engaged to the retargeting pool is key.

Data – Many mobile platforms ignore the data. Copley Advertising helps clients see that each target location has subtle differences. Drilling down to operation systems (Android or iOS), app placement (which apps are overperforming and which apps are underperforming) and creative A/B testing. This information changes from college to college.  It’s extremely important that the information from the data guide the campaign.  This will increase effectiveness and efficiency.

Mobile marketing is not about just geofencing. Copley Advertising has the tools and experience to put together a complete marketing program that will reach off-campus housing’s short term and long term needs.

Questions? info@copleyadvertising or (617) 651-2249.

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: 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

It’s The Data Stupid

In the bad old days (yesterday) the client would receive a weekly report regarding their mobile campaign. It was four lines showing the number of impressions along with clicks. That was it. If you wanted to dig deeper into the numbers you would have to beg your sales rep to go to some special backroom where the engineers compiled such information and eventually be told no because they just didn’t give out this information. #sad.

Now life is better. Granular data reporting shows the client a wide range of trackable parameters. Why is granular reporting so important?

Optimization – granular data will the show the DSP the areas where the bid amount or even blacklisting can dramatically increase click rate. As of late Copley Advertising has seen Android outperforming iOS click rate. If there’s a 20% differential between the Android and iOS click rate (after a significant amount of traffic) Copley Advertising will clone the original campaign and start an Android only campaign. If the Android only campaign is outperforming the original campaign we would start lowering the impressions per day restriction on the original campaign. You can do this with creative, network (Smaato, Mopub, Rubicon, and others), placement and other trackable breakouts. Not only can the campaign be optimized (higher click rate with lower cost) but you are now sitting on a ton of valuable data. Besides optimizing the campaign, tweaking the art and setting up clone campaigns what are you going to do with all that data?

Offline Marketing – You share it with the client! First clients love the data. I have not had a client yet not love to listen to me talk about interpreting the data from their campaign. Granular data is a great value add to the campaign. Second, it’s information that you can help the client decide on where to spend their offline marketing. Help them spend advertising money somewhere else? Yes. If you are running campaigns in Tampa, Miami and Orlando and Tampa is getting twice the click rate it’s a good bet that your client should be spending more of their offline budget in Tampa. This type of information makes the mobile geofencing campaign a great tool for targeting key demographics in a set time and place but also works as a guide to help the client decide where to spend their marketing dollars.

A campaign with a client needs to be a partnership. It’s your job to have your client’s back. Do whatever you can to make them look good. Once the client knows that you are a partner and not just a vendor your relationship will deepen and it will beneficial for both of you.

But….back to the point. In summary, it’s the data stupid…..collect it, interpret it and share it. It will separate you from the pack.

Mobile Update: Black Friday

The first wave of information is in regarding mobile’s role in Black Friday/Cyber Monday revenue.  Below are some highlights.

The biggest news was that mobile revenue was over $1 billion by the end of Black Friday. That was a 33% increase from last year.  The most optimistic projections had revenue over $1 billion by the end of Cyber Monday.

PayPal reported that one-third of all payments on Black Friday were from smartphones.

Walmart reported that on Black Friday 70% of their online traffic was mobile. Target stated on Black Friday 60% of their online traffic was mobile.

On Thanksgiving, mobile revenue accounted for 40% of all sales and 57% of traffic. (MediaPost)

Amazon reported that mobile revenue on Thanksgiving topped last year’s Cyber Monday.

A very impressive week for mobile commerce.    Companies will continue to develop their mobile commerce platform.  Mobile’s advantage is the online buying cycle.  The consumer already uses mobile first to compare prices and check reviews.  Companies need to take advantage of those habits and help the consumers take the next step.  Consumers have always been ahead of companies in the demand for easy to use mobile commerce platforms. Companies need to catch up to smartphone users requests for the simple reason there is over $1 billion on the table.

Live Nation – Event Geofencing

AdvertisingAge made an announcement that event giant Live Nation will now geofence their events.  Live Nation claims they sponsor an event somewhere on the planet every 20 minutes.  They will tag mobile IDs of concert goers and gather information such as the age, sex, how much did the person pay for their ticket, what food or drink did they order and other information.

Live Nation’s technology will track the tagged ID’s social media behavior.  When a tagged user places a picture on Instagram during the event,  Live Nation may store that information and could repost the image on Facebook as a sponsored ad.  Then track the ID’s comments on other social media outlets and possibly repost.

All the information will be loaded into their database and Live Nation will be used to build look-alike models for future events.  This will hyper-target their mobile and traditional advertising.

This model reaffirms that not only is geofencing a tool for marketing but the backend data is very valuable.  Real-time creative, landing pages, optimization changes can give companies like Live Nation valuable marketing feed back.  What T-Shirts were a best-seller, which drink was voted most popular, how many pictures were posted on Instagram and other behaviors.   All this data can pinpoint marketing trends in real-time.  When you have an event every 20 minutes that’s a lot of valuable data.

Why does Dunkin love geofencing?

In Boston Dunkin is a religion. But what about secondary markets? For years DD has turned to mobile geofencing to help solve their problem. In Philadelphia and Washington DC Dunkin as geofenced their locations. Placed an ad for their mobile app. If the consumer downloaded an app they received a free medium hot coffee. If you are the customer you walk out with a free coffee. If you are Dunkin you know that each downloaded app will generate an extra $1,500 in revenue. So when Dunkin needs to help in a DMA it rolls out a mobile geofencing program. How can mobile geofencing help your business?