Imagine a world where you can target consumers actively shopping and visiting other car dealerships. With geofencing marketing technology, now you can.
Geofencing marketing allows for businesses to target their ads to people based on the physical places they go, such as buildings, malls, events, competitors’ dealerships, repair centers, and other locations with a large concentration of likely car shoppers.
Through the use of mobile GPS and app technology, businesses and advertisers can create a virtual geofence around a target building or area. When consumers enter the designated area (with their smartphone location finder on), companies can capture the mobile device IDs and use that information to target their mobile phones with advertising while they are in the geofence — for up to the next 30 days after they leave the geofenced area. These consumers will see those ads when using mobile apps such as Angry Birds, Weather.com, etc., or when they visit mobile-enabled websites that accept advertising.
Dealerships are constantly looking for new ways to disrupt their own marketing budgets with forward-thinking solutions that drive measurable foot traffic to their showrooms. According to Google, 71% of a car shopper’s interactions take place on a mobile device, making geofencing the ideal hyper-targeted advertising solution for dealers. Here are three of the many uses of geofencing for dealerships:
There’s an old saying that 50% of advertising works, but you don’t know which 50%. Geofencing, while not perfect, gets you a lot closer to knowing what is actually working and not working in driving traffic to your dealership. Here’s what you can track with this proprietary advertising system:
The following case study reveals how geotargeting enabled a luxury car dealership to attract 500 new customer prospects to its website and 132 prospects to its showroom. A Volvo dealership in the New York Tri-State metro wanted to increase brand awareness among its target audience of luxury car buyers, and bring those prospective buyers into its showroom. While leveraging geofencing marketing, the dealership and its marketing partner took these steps:
The dealership and marketing team gained the following results and information from the geotargeting campaign:
Overall, geofencing marketing offers a way for dealers to effectively spend their marketing dollars on building brand awareness. Most importantly, they reach people who have indicated they’re in the market to purchase a vehicle. And dealerships can do it in a way that drives additional foot traffic to their showrooms in an efficient, cost-effective manner. Geofencing is not a replacement for dealership’s advertising budget, but it’s a great addition to the advertising mix.
Justin Croxton is the managing partner at Propellant Media, LLC, a digital marketing and media solutions provider, offering geofencing marketing and programmatic display solutions to auto dealerships, agencies, and companies. Visit us at www.propellant.media.
Join our newsletter and get news in your inbox every week! We hate spam too, so no worries about this.