Simpli.fi is pleased to announce our inclusion in GABBCON’s ABBI (Audience Based Buying Innovation) Awards. We won Gold in the “Best Local Execution” category for a Competitor Conquesting campaign we conducted utilizing our advanced Geo-Fencing solution in partnership with Bloom, a digital marketing agency out of Canada.
The ABBI’s celebrate the very best in audience-based buying. From ad-tech companies that have created the very best technologies to the campaigns that are executed by leading brands and agencies through to the media leaders who ideate to make them happen, the 2018 ABBI Awards truly celebrate the best of the best. Check out the full list of the 2018 winners here.
Fresh off the GABBCON ABBI announcement, we wanted to provide the readers of our blog with a snapshot of how multi-location brand advertisers can localize their advertising efforts using Simpli.fi’s Geo-Fencing product suite and drive online-to-offline conversions.
Why is it Important to Optimize Audiences to Local Needs?
Nomenclature, local preferences, and buying habits vary from city to city. Because of this, brands with numerous physical locations often find it difficult to successfully target their advertising campaigns with highly localized audiences.
Fortunately, multi-location brick-and-mortar stores are uniquely positioned to take advantage of Simpli.fi’s Geo-Fencing technology and its granular localization capabilities. In addition to the ability to target geographic areas where high concentrations of the target market are located, advertisers can measure the increase in foot traffic to their stores that is attributable to the advertising campaign. Let’s take a look at a real life example of how localizing your advertising efforts can deliver improved performance!
Localized Programmatic in Action
When the leading swimwear retailer in Canada, Swimco, was looking to effectively reach their target audience and drive physical foot traffic to over 20 of their store locations across the country, they turned to Simpli.fi and Bloom to take advantage of advanced geo-fencing technology to precisely target local swimwear shoppers and track online-to-offline conversions.
A strategy was developed to reach swimwear shoppers by focusing on specific locations related to swimming and retail. First, the team built geo-fence target zones around four categories of relevant locations:
By implementing conversion zones around more than 20 Swimco stores across Canada, the advertiser was able to track the number of users who visited a target zone, were delivered an ad, and then entered a conversion zone. And to top it off, Simpli.fi’s extensive reporting capabilities provided insight into results at the target zone and conversion zone levels, allowing the client to gauge the relative success of each geo-fence in real time and optimize the campaign midflight by shifting spend to the highest performing geo-fences.
Over the course of the five-month campaign, Simpli.fi and Bloom helped deliver a 43.6% surge in incremental store visits from the target locations. The campaign also drove an average of 40 new campaign converters to each store per month. And the really cool part is that new campaign converters are converters who have not visited a store in the last 30 days, meaning that Simpli.fi was able to filter out repeat visitors such as employees, vendors, service providers, and even the mailman! To learn more about this campaign, check out the extensive case study here.
We at Simpli.fi are happy to see our Geo-Fencing capabilities recognized by being included in the GABBCON ABBI Awards for “Best Local Execution.” We are proud to offer the premier localized programmatic platform on the market, and will continue to push the boundaries of what can be accomplished with geo-fencing and location-based marketing for years to come.
Interested in learning more about how you can implement localized programmatic in your marketing mix? Reach out to us at firstname.lastname@example.org.