{"id":8072,"date":"2023-02-22T00:00:00","date_gmt":"2023-02-22T07:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2018\/12\/12\/top-trends-in-2019-geofencing-competitive-conquesting\/"},"modified":"2023-05-04T17:29:47","modified_gmt":"2023-05-05T00:29:47","slug":"top-trends-in-2019-geofencing-competitive-conquesting","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/top-trends-in-2019-geofencing-competitive-conquesting\/","title":{"rendered":"What is Geoquesting in Marketing?"},"content":{"rendered":"

What is Geo-Conquesting in Marketing?<\/b><\/h2>\n

Conquesting in marketing aims to target competitors\u2019 customers through various ad formats, including display, PPC, and editorial content. Geoquesting applies this same principle to location-driven campaigns. Marketers will use set-up campaigns, targeting those around their competitors\u2019 stores with promotional offers.<\/span><\/p>\n

The Difference Between Geofencing and Geo-Conquesting<\/b><\/h2>\n

Geofencing campaigns use location data to target a specific demographic. They often focus on customers in and around a business. These campaigns can encourage potential clients to enter the store or increase sales by highlighting deals.\u00a0<\/span><\/p>\n

Geoquesting uses geofencing to target those around competitors’ stores, with the aim of driving buyers to your business instead. These campaigns can include offering discounts to those in competing stores.\u00a0<\/span><\/p>\n

\"Millennial<\/a><\/p>\n

Examples of Geo-Conquesting: McDonald\u2019s & Burger King<\/b><\/h2>\n

Taking after Wendy\u2019s aggressiveness towards competitors on Twitter, Burger King announced its new Whopper Detour promo in the beginning of December \u2013 and as a result Burger King and Mcdonald\u2019s have some major beef.\u00a0<\/span><\/p>\n

In the campaign, Burger King geofenced 14,000 McDonald\u2019s locations across the country, targeting Mcdonald\u2019s guests with the BK App on their phones. Once inside a McDonald\u2019s location (or 600 feet away from one), guests with the BK app will receive an instant offer to get a Burger King Whopper for just a penny. Burger King\u2019s goal is to encourage and motivate McDonald\u2019s guests who aren\u2019t \u201cloving it\u201d to head to Burger King and \u2018have it their way.\u2019<\/span><\/p>\n

Burger King\u2019s CMO Fernando Machado told CNN Business that upwards of 50,000 users have taken advantage of the deal, propelling the BK app up the iTunes charts from ninth to first place. Machado also estimates that this campaign has already seen about 20 times more redemptions than any other promotion.<\/span><\/p>\n

Getting Started with <\/b>Geo-Conquesting<\/b><\/h2>\n

\u201cConquesting competitors is certainly not a new advertising technique. However, being able to do so by using location-based technology is a recently growing trend,\u201d says Chris Fehrmann, Vice President of Digital Products at TEGNA.<\/span><\/p>\n

Better yet, the numbers show that consumers are comfortable sharing their location data as long as the data provides them with or enhances a valuable experience \u2013 such as a one-cent burger. eMarketer\u2019s 2018 Location Intelligence Report cites a November 2017 study that found 42 percent of respondents would use an app with location data more if it meant a more relevant experience with it.<\/span><\/p>\n

Those numbers are very encouraging and could make a big difference for local advertisers looking to try new techniques.<\/span><\/p>\n

\u201cBeing able to target a location where a high concentration of customers will be located, then track their geolocation, post-ad exposure, to measure lift into a brick-and-mortar location is a game changer for local advertisers,\u201d says Fehrmann.<\/span><\/p>\n

What Can Geo-Conquesting Do for YOUR Business?\u00a0<\/b><\/h2>\n

With the big burger bosses elevating both geofencing and competitive conquesting to a new level, what can your business do to capitalize on this new lucrative trend?\u00a0<\/span><\/p>\n

No matter the industry, Katherine Yape, Product Manager for TEGNA, says you need to go for it. \u201cGeofencing allows advertisers to stay in front of potential customers while they are in the buying process, and is a great advantage for any marketer to have in their tool kit.\u201d<\/span><\/p>\n

For example, auto dealerships can target consumers at competing dealerships; home services like a roofing specialist can target areas hit by a winter storm that might need repairs; personal injury lawyers could target an emergency room or a car repair shop; a university could target students visiting or touring another university; health care facilities could target industry events to recruit new doctors to the practice. The possibilities are only limited by a marketer\u2019s own imagination.<\/span><\/p>\n

Creating Geofencing Campaigns with TEGNA & Audience Marketplace\u00a0<\/b><\/h2>\n

At TEGNA, we make sure our clients target and connect to the audiences that matter most, delivering proven results through simplified advertising solutions. With extensive targeting capabilities, <\/span>Audience Marketplace<\/span><\/a> helps advertisers reach an audience that is highly likely to interact with their brand through:\u00a0<\/span><\/p>\n