customer journey looks much different today than
it has in the past. Even just a few years ago, it may
have been unrealistic to see customers conducting research and
submitting serious trailer inquiries online. But it is now a reality
that much of the pathway to purchase happens online, at least in
the beginning with research on things like different brands and
price comparisons.
However, it is still true that most trailer customers will come into
the dealership to see the trailer in person before they make a final
decision to purchase. While digital marketing has become a huge
priority for dealers, efforts to reach customers in person still need
to be part of the conversation.
The solution to accommodate both marketing needs is Geofence
Targeting, a method that reaches customers digitally based on
actions they take in person.
Geofence Targeting allows you to draw a map of any shape or size
around a specific location and deliver ads for your dealership to
people who visit that location. Because any location is available to
geofence, the opportunities are truly endless. Certain locations
in your area that may be popular among prospects could include
restaurants, shopping centers, or other local attractions. But the
real power behind Geofence Targeting comes with a bit more
strategy in mind. Industry-related trade shows or other events,
home addresses of dealership prospects or past customers stored
in your CRM system, and competing dealerships in your area are
all locations that are possible to geofence - and doing so could
make a real impact in your marketing efforts.
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For example, imagine what could happen if you chose to geofence
your biggest competitor across town. This would allow you to
advertise to trailer customers – people who are known to be in
the market for a trailer and showing clear intention to purchase
– while they are shopping for a trailer from your competitor. If
that customer is at all hesitant or still in the consideration phase
of the purchase, your ad could make the difference in whether the
prospect buys a trailer from your dealership or theirs.
Another major benefit that comes with Geofence Targeting is that,
with some providers, you can continue to deliver ads to people
who visited your geofenced location after they leave. Depending
on the provider, you can target these prospects for up to thirty
days post-visit! Even if the ad doesn’t resonate the first time the
prospect sees it, that repeated exposure to your dealership makes
it more likely that they will convert.
Geofence Targeting takes digital marketing to the next level by
connecting the dots between a potential customer’s online and
offline behavior. The powerful possibilities behind this strategy
are exciting for dealers who did not have a way to tie these
experiences together before.
To learn more about how geofence targeting can help
your dealership, tune into the next NATDA Dealership
Performance Training webinar hosted by Dealer Spike.
To learn more about Dealer Spike, pleae visit
www.dealerspike.com or call 800-288-5917.
NATDA Magazine www.natda.org