Wouldn’t it be terrific if you could send a promotional coupon to your target market while they were visiting your competitor’s retail locations?
In other words, say you’re The Home Depot and you’re running a deep discount on Bosch dishwashers. During the week of your promotion, you know that there are a bunch of people who just happen to be visiting their local Lowe’s and who are checking out Bosch dishwashers at Lowe’s.
Wouldn’t you want them to know about your special offer? Don’t you think that the people who are paying full price at Lowe’s would be happy to learn about the discount you’re offering at The Home Depot?
Or, say that you’re Ashton Woods, a well-known builder in the southern part of the United States. If you knew that home buyers were visiting, say, a John Wieland neighborhood, wouldn’t you want to let them know that there’s an Ashton Woods neighborhood located just down the street that they should check out, too?
Those are just two of the examples I thought of when talking about this technique with my friends at mobile marketing platform 4INFO. (Disclosure: 4INFO is both a client and a business partner with 60 Second Communications.)
This technique has huge ramifications for anyone interested in using mobile display to generate leads for their business. After all, I can’t think of a better time to tell your prospective customers about your product or service than when they’re already doing research at your competitor’s locations. They’re primed and ready to purchase — all you have to do is offer them an incentive to explore your brand before they buy the product.
Action Steps for You.
If you’re intrigued by this technique, here are some things to consider:
- Customers: Does the majority of your target market own a tablet or a smartphone? (The answer is almost certainly yes.)
- Locations: Do you sell your products and services at retail locations or, as in the case of home builder example, at dedicated sales outlets?
- Mobile: Do you have a mobile optimized website or landing page that you can drive prospects to?
- Budget: Are you spending $100,000 to $1 million or more per year on mobile display advertising?
If you answered yes to all of the questions above, this technique might be perfect for your business. (And even if you didn’t answer yes to all of them, it still might be perfect for you.)
This technique requires the use of geo-locational targeting in order to make it work, and you might also consider some additional targeting overlays to make it even more effective, but overall, if you weren’t scared off by the budget needs, then this might be just what you’re looking for.
Interested in learning more about mobile and how it can be used to generate leads for your business? If so, check out this page on the 60 Second Communications website.
Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.