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  • Geo-Fencing: FAQ

    Geolocation Location has always played an important role in advertising and, as marketers, we understand the impact of using location targeting in our campaigns.  In the world of broadcast television, we know that tailoring the copy to the coverage area will improve the campaign.  In the world of local print, we use the power of pre-prints and their ability to drill down to the neighborhoods we want to reach.  In the digital world, campaigns embrace the ability to deliver a message to the zip code level.  All of these location tools enhance our advertising and now we have a new option in the toolkit with geo-fencing.

    Simply put, geo-fencing is a way to draw an invisible fence around a location and target the ads to mobile devices within that fence.  For example, we can target users and their ever present mobile devices while they visit fast food restaurants to promote an enticing combo offer.  Or, we could reach sporting event attendees when they are in the stadium with an offer to buy the latest merchandise or with an ad to build awareness for the next event.

    With any new technology we are always met with questions.  In this article, we will answer a few of those questions, particularly those we have heard most often within the advertising world.

    Why should I use geo-fencing?

    Customers

    Yes, geo-fencing is a newer toy in our toy box, but it offers strengths that exist outside of the novelty factor.  First, location relevancy in advertising is important to the consumer.  In the 2014 Mobile Path-to-Purchase survey*, over half of surveyed mobile consumers sited location as a major factor influencing their engagement. In addition, location provides context.  When users access information on their mobile device, they are aware of their surroundings and those surroundings impact the lens through which they view information.  For example, if someone is visiting a home improvement store, that person is most likely in a mindset that closely aligns with home improvement or DIY construction.

    The ability to target your message by local context and generate a higher engagement with mobile consumers positions geo-fencing as a great way to improve your digital campaign.

    *Mobile Marketer, “Mobile ad engagement doubles as targeting improves: report”, July 2014

    What can I geo-fence?

    Technically, geo-fencing allows mobile advertising to be targeted to any shape (square, circle, nonagon, etc.).  In practice, the fence is most often in the shape of a circle and the size of the circle is a radius from the targeted location.   While drawing your fence(s), you can target specific companies (large hospitals, stadiums, etc.) or location types (convenience stores, restaurants, etc.).

    When choosing the location target of your geo-fencing campaign, consider the volume of the traffic attending that location.  The over-targeting that can occur in traditional campaigns and the associated difficulty of delivery can be duplicated by targeting  a narrow audience or too few locations with geo-fencing.

    Which advertisers are a good fit for geo-fencing?

    Stores
    The inclusion of geo-fencing in your next campaign will depend upon the capabilities and needs of your clients.  Use the checklist below to see if geo-fencing is a good fit.

    • Is your client’s website optimized for mobile?  Since geo-fencing is a technology that primarily serves ads through smart phones and tablets, it is important to have a landing page that works well on mobile devices.

    • Can your client’s target audience be defined by location?  Some audiences can easily be defined by their current whereabouts.  For example, a geo-fence around a NASCAR race is going to reach race fans while they are thinking about racing.  Other audiences can be far more difficult to define by their current location.  For example, Men 35+ who smoke cigarettes would be difficult to narrow down through location alone.

    • Does the client’s end goal align with what geo-fencing can deliver?  Some categories are very concerned with the competition (auto dealers, grocery retail, etc.) and geo-fencing appeals to them as a way to capture additional market share from their competitors.  While geo-fencing can help these advertisers reach potential customers on the lot or in the store, it still requires a strong message to disrupt their buying behavior.  If the client can’t provide a strong promotional discount or advantage to change behavior, geo-fencing will not accomplish their goal.

    The ability to drill down to very specific geographic locations is a great addition to many campaigns, but it is not the right fit for every campaign.

    What can I expect from a geo-fencing campaign?

    Local stores

    As with any advertising campaign, we expect results.  The results of a geo-fencing campaign can range from increased brand recognition to a larger market share.  Drawing a straight line conclusion from your spend on geo-fencing to the final results can be as difficult as with any other advertising campaign.  Geo-fencing campaigns offer the same level of reporting as traditional digital campaigns (impressions, clicks, etc.), as well as the ability to report on a fence-by-fence basis.  For example, if you are targeting all of the furniture stores in a DMA, reporting would show which store had the highest response rate from their consumers in store.

    How do I get started?

    With the majority of Americans using their mobile devices while they are out of the home, geo-fencing provides a great tool to reach these potential customers.*  If you would like to start reaching this audience, simply contact MANSI Media and we can help coordinate a campaign using geo-fencing to run in sync with your other media strategies.

    *IAB, “IAB U.S. / China Mobile Data Usage Study”, August 2014
  • Four Steps to Strengthen Your Media Plan

    Whether your ad campaign is local or national in scope, effective planning will ensure it goes off without a hitch. A marketing plan will help you set clear and measurable objectives while outlining the steps toward achieving them. Think of it as a road map to a successful campaign. A well thought-out marketing plan for your media campaign can help you narrow your focus before beginning creative work, saving both time and money in the long run.

    Here are the four key steps to creating a print and digital media plan:

    strengths


    Assess your strengths and weaknesses
    : An effective newspaper marketing strategy begins with a thorough assessment of where your business or client is currently. Who are your main competitors? Who are your customers? What are the specific benefits of your product or service?

    audience
    Identify your audience
    : Your intended audience will both guide the creative work and help you find the right outlets for publication. Are you trying to attract new clients with a new product or remind past customers of the value you provide? 

    clock
    Set a timeframe
    : Is your proposed marketing campaign part of an intensive rebranding effort? A response to a flood of bad press? Or are you introducing the world to an innovative new product offering? A timeline gives your campaign momentum throughout its lifecycle and is an important component of any newspaper marketing plan.

    Plan
    Follow up
    : Have a plan to follow up your campaign and assess its successes. Choose observable data to track — such as the number of click-throughs or impressions an online ad generates — and set a benchmark for success.

    As you’re developing the marketing plan for your print and digital campaign, be sure to contact MANSI Media to tap into our vast research and analytic tools.  We’ll help you solidify your plan and deliver results that will keep your clients coming back for more!

  • In Search of the Perfect Media Mix

    Mixed MediaAccording to BusinessDictionary.com, a media mix is defined as “the combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign.”  Years ago, media choices were limited to alternatives such as outdoor, a few broadcast options, and print, both newspapers and magazine. With the onset of major advances in communication technology, in particular, the Internet, media options have exploded and will continue to grow as new technologies emerge.

    This rapid expansion of media channels and devices is making it challenging for advertisers to find the right media mix to reach their target audience. According to a 2014 Media Dynamics study, each person is exposed to an average of 362 advertisements each day.  Of these 362 ads, consumers “have some awareness” of only 86, and just 12 make an actual impression. Looking at these numbers, you can see the importance of choosing the right media sources to reach your desired audience.  

    Advertising doesn’t just offer the right product to the right consumer at the right time. Ultimately, marketers want their audience to become emotionally motivated to investigate and ultimately, to buy, the advertised product or service. With our current fragmentation of media, engagement has become extremely important. Increasing engagement and finding the mediums your target audience interacts with can help your ads break through the clutter of the hundreds of ads they are exposed to each day.

    Finding that perfect media mix for ultimate impact is something that perplexes many marketers, but it can be done.  The process involves testing and analyzing each medium on an individual basis.  Your media mix will fluctuate depending on many factors, such as market and time of year, so ongoing testing will be necessary.  Often, you will find that it is not just one medium that drives a potential customer to purchase.  Instead, multiple media channels work together to influence a target audience and drive a consumer to purchase a product or service.  

    For example, complementing a print buy with a digital element is great for instantaneous, highly targeted campaigns.  Building an effective digital-only campaign is challenging because audiences are small, using multiple screens, and are constantly trying to multitask using Twitter feeds, emails and Facebook news.  This is why it is important to couple the engaged audience of print with the narrower, targeted audience of digital.  Marketers can tie the two mediums together by incorporating QR codes and personalized URLs into a previously print-only campaign or by creating sponsored content to use in both print and online.  This type of approach will increase engagement levels of your target audience and create a higher ad recall for the product or service because a multimedia strategy was used.

Lisa Knight, Vice President, Advertising, lisak@mansimedia.com

Kevin Wert, Director, Client Solutions, kevinw@mansimedia.com

Wes Snider, Director, Client Solutions, wesleys@mansimedia.com

Matt Caylor, Director of Interactive matthewc@mansimedia.com

Chris Kazlauskas, Director Media Placement, chrisk@mansimedia.com

Jane Hungarter, Director, Marketing, janeh@mansimedia.com

Carin Hoover, Account Manager, carinh@mansimedia.com

Lindsey Artz, Account Manager, lindseya@mansimedia.com


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