Take the reins against regional restrictions and lockdowns during COVID-19.
After the coronavirus forced the country and the economy into lockdown starting in March, a growing number of states are now in various stages of reopening. But without a single federal mandate or guidance amid rising case counts, there are substantial variations to the patchwork of openings and closings depending on what state you’re in. To brands and marketers, it’s a chaotic free-for-all.
The continued economic uncertainty in between markets opening and closing, surges in cases and the rise of unemployment, everyone needs an edge. RevTrax AI gives marketers a massive competitive advantage — in particular, its geo-targeting capabilities.
Brands no longer have to take a reactive, unsophisticated approach to promotional and shopper marketing across the country. Instead, geo-targeting allows brands and marketers to roll with the punches while staying ahead of the curve.
Essentially, this sort of technology allows marketers and advertisers to cherry pick different content to serve specific demographics based on a customer’s real-time geo-location. The sweet spot for marketers has always been to target the right customers with the right content at the right time. Geo-targeting harnesses AI and machine learning technology to do just that. It’s one of the most efficient ways to ensure you’re not wasting spend.
Previously, geo-targeted technology for campaigns were a nice-to-have in terms of saving money. For example, if a brand wanted to capitalize on customers in New York with a “Big Apple”-type campaign, but somehow some of that content was sent to customers in Connecticut, then they’d be out of that ad-spend. Brands used geo-targeting to ensure that Big Apple message got to people actually in the Big Apple.
But now, Geo-targeting doesn’t have to be just about pinpointing users on a map. With regional openings and closings, and random lockdowns, data-backed geo-targeting can be used to capitalize on behavioral buying patterns during the uncertainty of the COVID era.
In general, brands can continue to incentivize intelligently by delivering the right offer value to the right person and focus on a specific market, and increase marketing effectiveness and campaign ROI. But now they can do that with the knowledge of which state, area, city, and customers are open and willing to spend.
With a geo-targeted campaign, powered by RevTrax technology, marketers can achieve:
- Relieving overstock at a particular store(s)
- Only targeting consumers in regions where stores are open
- Working with CPG and retail partners to stimulate sales and/or alleviate overstock
By erecting virtual fences around newly opened spots brands can send customized messages to select groups, while catering other messages to states that remain closed. These targeted promotions and check-ins will drive traffic to brick-and-mortar stores, but also landing pages and build brand recognition in this uncertain time.
These works-in-progress will be vital to a brand’s careful steps forward into a full reopening nationwide. We already know marketers are analyzing every single cent during spend to maximize a market that is in constant fluctuation. But by being able to tailor keywords, refine demographics, and evaluate customer segments, brands will be able to be a light in the darkness as they forge ahead.
We’ve helped hundreds of brands over the past decade enhance their discounting and promotional strategies. If you’d like to learn how RevTrax geo-targeted offers can help empower your brand, contact us to speak to a specialist.