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Locational branding allows companies to target their consumers at a microscopic, personal level. It is one of the best ways businesses can target consumers on a personal, granular level just based on their physical location. This can be done online or offline, but the messaging that is used is based on their physical location.
Locational branding has proves to be an effective strategy. When implementing it properly, it allows companies to focus in on specific customers by offering specific offers to them. Because of the technologies available today in phones, cars, watches, and the like, locational branding can be used through a variety of means.
There are two main types of locational branding that most marketers use.
Geofencing
Geofencing is a location-base service that establishes a digital perimeter with smartphone, WiFi, or GPS data to trigger a desired marketing action. For example, when you walk past a Kohl’s store and you receive a push notification with the message: “Sale ends today! Buy 1 pair of shoes, get the second 50% off”.
Geotargeting
Geotargeting is a location-based service that delivers content when certain criteria are met when within the defined perimeter area. For example, your brick oven pizza restaurant recently added a new vegan pizza option. You want to target users within your community that are interested in a vegetarian lifestyle and health.
Does it work?
In a joint study by Forbes and Treasure Data, 74% of consumers say they were influenced to buy from a brand based on just the shopping experience. There are oodles of other studies out there that will prove this same fact. But the underlying theme amongst all of them is that a great customer buying experience is the mainstay for a successful business and marketing strategy.
If you need assistance with improving your marketing strategy using location branding, please get in touch with me.
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