How does geo-conquesting work?

Geo-conquesting is an aggressive location-based advertising that is used to target a user based on his preferences, while he is sitting at a competitor’s location.

Over the last decade mobile phone technology has evolved at a fast pace and changed our lives. This has led to the replacement of many other gadgets in our lives. Radios, cameras, and other digital assistants have declined in sales thanks to this.

One of the most advanced and useful technologies in the mobile phone world has been that of GPS (Global Positioning System). Prior to modern cell phones, geolocation enabled devices were few and far between. With GPS technology becoming an integral part of mobile phones, marketers have started leveraging this technology for geo-targeting both their existing and potential customer base.

One way this technology is being increasingly leveraged is geo-conquesting.

How does Geo-conquesting work for successful brand campaigns?

Geo-conquesting is an aggressive location-based advertising that is used to target a user based on his preferences, while he is sitting at a competitor’s location.

  • Geo-aware Ads – Ads that are based on real-time factors, such as location, weather, local conditions, situations, and fall under this category of advertising based on geo conquesting.
  • Geo-conquesting as a spin on geofencing helps in setting a perimeter around the competitor’s location and sending ads to the mobile users in that particular area.
  • Business owners can use it for sharing the offers, discounts, and even special menu items for the users at their location.
  • Geo-conquesting works in a two-fold manner by both increasing brand awareness and directly engaging consumers that fit the profile of a potential customer.
  • It can also be used as a way to capitalize on the unhappy customers of your competition
  • Dunkin’ Donuts has used the Geo-conquesting approach to pull the market share from its topmost competitor, Starbucks. This Massachusetts-based coffee leader used a couple of geo-conquesting techniques with behavioral analytics for targeting Starbucks’ customers and converting them into their own using the marketing concept of “switch mechanism.” This was mainly covered in the form of mobile coupon campaigns.
  • The campaign showed a record-high redemption rate of 3.6% taking off a huge chunk of Starbucks’ local traffic. The campaign proved useful for all those who preferred the flavor and taste of the Dunkin’ Donuts but reached out Starbucks due to the proximity with their daily commute. Offering a simple incentive of providing offers like a dollar off on a cup of coffee worked magically on magnetizing the loyalty and customers back to this store.

No matter how big or small your business size is, geo-conquesting works for all. Targeting the competitor’s location is a quick and cost-efficient way to market your business. Contact us today to find out how geo-conquesting can work for you.

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