[written in collaboration with mobilosoft] In Belgium, the ecology is becoming a controversial subject. Nowadays, belgians are claiming for the climate in the streets, they want politicians to take measures concerning air pollution produced by cars and companies. But protecting the climate will also depend on how we, as individuals, consume products and energy sources.
Some weeks ago, we’ve met the CEO of Peas&Love, a belgian company that gives you the opportunity to have your own little piece of land and crops on rooftops in the city. This concept is already popular in Brussels and Paris. You will have access to seasonal and local fruits, salads, edible flowers, aromatic herbs and vegetables. The final goal of this project is to re-appropriate our urban space.
With Peas&Love, you will have access to your own delimited areas where patches are ready to be cultivated. If you are a complete new at gardening, Peas&Love has a community of farmers who will help you understand “the nuts and bolts” of your patch, the benefit of this kind of project with several activities. You will also have access to trainings and conferences where you will be able to share your knowledge.
Did you know this project? Personally we didn’t. So we investigated on how Peas&Love could attract people and companies. They already used Facebook as a geo-targeting advertising platform. But is it really more effective to use geo-targeting marketing technique to reach potential customers instead of making a massive campaign ? We analyzed which tools seemed to be the most accurate to attract people for this kind of business.
The benefits of Geo-location targeting to make you stand out
The Geo-location helps you to create customized and targeted marketing campaigns. It can be applied to multiple in digital marketing tools such as emails or ads on digital platforms such as Facebook, Snapchat and even Waze.
Geotargeting delivers content to customers using the geographic location of an individual. This technique can only be used for predefined geographic areas such as a state or a city, but it also much deeper, meaningful and identifiable traits that will tell you what a person wants, needs or is interested in.
Depending on your objectives and your desired audience you can use different tools. One of this tool is Facebook, it can help you geo-target your audiences but also filter by age, demographic characteristics, event or by interest. In this case, Peas&Love uses Facebook to advertise by geo-targeting because their project is mainly based in big cities or capitals. For example, in Belgium, Peas&Love shouldn’t target people from Antwerp (55km from Brussels) or Bastogne (153 km from Brussels) while the project is only based in Brussels.
10 ways to manage your geotargeting campaigns
1) Find the place where your target audience will have specific needs
Try to identify which interests and needs your audience has to be able to target your marketing at the right time.
2) Exclude locations where your target audience will not be
If you have already identified the location for your target audience, you can carve out the area you want to exclude. For example, you will be able to exclude a side of the street, a university area when students are on holidays.
This technique has advantages, it’s more cost-effective in order to avoid the higher ad rates of high demand target areas.
3) Define a radius by distance or time around your store or an area
This element gives you the opportunity to set a perimeter around a particular location where ads would be delivered. With that, you will be able to tailor your ads. By geo-fencing ads, for example, you will be able to put the store locator directly in your communication.
As some individuals say, time is money. So you can define a perimeter not only by distance but also by time.
4) Adjust your bid on ads to prioritize better location
The issue of using target location is the fact that you lose volume in your audience. By adjusting your bid to more desirable target locations, you will increase your exposure in that specific area. When you adjust this, you will be able to optimize your ad performance.
5) Use location specific keywords for paid search ads
You have to choose specific keywords because when someone search after an element, they use location keywords when they search queries. Consumers often narrow their research by adding the name of a city or a district.
6) Predict your audience by geography
Geography can be used to predict desirable demographics and users information who are in that area. You can delineated neighborhoods by residents’ income bracket, age, education,… you can delimit this by many other demographics or even interests.
7)Discover location intent by search history
By using search history, it allows marketers to deliver location specific ads to consumers even if the consumer’s tracked location doesn’t match the physical location of where they were searching the information.
8) Analyze consumer behavior and preference from past locations visited
Taking information from location history of a consumer gives us the opportunity to gather personal information : where they like to shop, what they like to buy,… It is an advantage for marketers because they give insights about the audience and give them the ability to deliver relevant, responsive location specific ads and information.
9) Use location specific landing pages to provide relevant content
It is important to provide the most relevant information to your customers and not only target the right one. If you only do the right targeting, you might lose the conversion because the landing page is not customized. To avoid this kind of issues, you’ll have to customize the landing pages for each targeted ad on the website.
Another technique you could use to target people is geo-aware targeting. Your site or your landing page will detect where the user is and when they clicked on your ads or even visit your website.
10) Take advantage of geographic specific events
Geographic specific events (weather or traditional local holiday celebrations) can be used to target potential customers. For example, if you have a clothing store, you can make ads for your green t-shirts for St. Patrick’s day.
Geotargeting with Waze for retail chains and restaurants
The popular Waze app monetizes its services by showing local ads on its interface.
Waze offers several advertising formats to advertisers: Branded Pins, Promoted Search, Zero-Speed Takeover.
For physical retail networks this is an unmissable opportunity.
Geo-targeting is an appropriate way to attract your customers where they are. You will be able, by different tools, to advertise your products depending on their location but also interests. To do so, you can actually use different tools such as: exclude a certain location, use location keywords in paid social ads,… But also apps such as Waze or even Google maps. The advantages for marketers may be different :
- you will be able to produce tailored ads, by providing relevant content
- Increase your audience volume
- Increase your exposure
- Optimise your ad performance
- Predict your audience
Your audience is the key to your business’ success. But the tool you use is are important to meet your goals and drive you to success.
Peas&Love is known in Belgium and Paris because of the project but also because of their marketing techniques and the tools they use. Associated to society trends, this project has the potential to grow. Maybe you will be the next one.