What is a Geo-Conquesting?

TL;DR

Geo-Conquesting is a mobile marketing strategy where partners set up a virtual boundary around a competitor's location. When a customer enters this area, they receive ads from the partner's business. This is important in partner ecosystems for taking customers from rivals and growing market share by directly reaching potential buyers.

Key Insight

Geo-Conquesting uses location data for competitive advantage. It converts competitor foot traffic into direct sales leads. Partners gain new customers by targeting specific locations. This strategy boosts channel sales and market share. It provides a powerful tool for partner enablement.

1. Introduction

Geo-conquesting represents a strategic marketing technique. Businesses or their channel partners employ location-based technology, establishing a virtual boundary around a competitor's physical location. Often called a geofence, this boundary triggers targeted advertisements. When a potential customer enters this geofenced area, ads promoting the geoconquesting company's products or services appear. For instance, an IT company might geofence a rival's tech conference, subsequently sending ads for their software solutions. Similarly, a manufacturing partner could geofence a competitor's factory, then promote their superior machinery. Capturing competitors' customers becomes easier with this tactic, driving new business through direct engagement. Such a strategy ultimately strengthens a partner program's market reach.

2. Context/Background

Location-based marketing has experienced significant growth over time. While early efforts involved broad geographic targeting, geo-conquesting refines this approach by targeting specific competitor locations. Precision in targeting became achievable with the widespread adoption of smartphones, as GPS and Wi-Fi data now allow for highly accurate targeting. Consequently, businesses gain a competitive edge, enabling them to intercept potential customers. This strategy proves vital in competitive markets, directly supporting channel sales efforts, as partners can directly influence purchasing decisions.

3. Core Principles

• Proximity Targeting: Ads reach users near a competitor, capturing immediate interest.
• Competitor Focus: The strategy directly targets competitor foot traffic, aiming to divert business.
• Timeliness: Messages are delivered in real-time, increasing ad relevance.
• Call to Action: Ads encourage immediate action, which might involve a store visit or website click.
• Data-Driven: Performance is tracked and analyzed, allowing campaigns to improve over time.

4. Implementation

1. Identify Competitors: List key rivals with physical locations, focusing on high-value targets.
2. Define Geofences: Draw virtual boundaries around competitor sites, ensuring accuracy and appropriate size.
3. Create Ad Content: Develop compelling messages, highlighting unique selling points and offering incentives.
4. Select Ad Platforms: Choose platforms supporting geofencing, with Google Ads and social media being common choices.
5. Launch Campaign: Activate the geofence and ads, monitoring delivery and engagement closely.
6. Analyze and Optimize: Review performance data, adjusting boundaries, messages, or bids as needed.

5. Best Practices vs Pitfalls

Best Practices:

• Offer strong incentives: Give a clear reason to switch.
• Maintain brand consistency: Align ads with your overall message.
• Test different ad creatives: See what resonates best.
• Monitor campaign performance daily: Make quick adjustments.
• Respect privacy regulations: Ensure compliance with data laws.
• Use precise geofencing: Avoid overly broad areas.
• Integrate with partner relationship management (PRM): Track partner-led campaigns.

Pitfalls:

• Aggressive messaging: Avoid negative competitor bashing.
• Ignoring local laws: Privacy breaches can harm reputation.
• Poor ad creative: Irrelevant ads waste budget.
• Overly large geofences: This dilutes targeting effectiveness.
• No clear call to action: Users won't know what to do.
• Lack of follow-up: Don't let leads go cold.
• Not using partner portal data: Missed opportunities for optimization.

6. Advanced Applications

1. Event-based Targeting: Geofence industry trade shows or conferences, allowing an IT firm to target attendees for their software.
2. Manufacturing Plant Competitor: A machinery manufacturer geofences a rival's factory, sending ads promoting their production efficiency.
3. Retail Interception: A consumer electronics channel partner geofences a big-box store, promoting their specialized installation services.
4. Service Industry Conquest: A logistics partner geofences a competitor's distribution center, offering faster delivery solutions.
5. Dynamic Offerings: Ads change based on the time of day or specific events.
6. Attribution Modeling: Connect geofence exposure to actual conversions, improving ROI understanding.

7. Ecosystem Integration

Geo-conquesting effectively supports several partner ecosystem pillars. Within Strategize, it helps define competitive market attacks. For Recruit, it demonstrates innovative marketing tactics to potential partners. During Enable, partners learn to set up and manage these campaigns. Market teams directly use it for targeted advertising efforts. Sell benefits from intercepted leads and valuable co-selling opportunities. Furthermore, Incentivize can reward partners for successful geo-conquesting campaigns, boosting partner enablement. Finally, Accelerate uses performance data to refine future efforts.

8. Conclusion

Geo-conquesting provides a powerful, location-based marketing edge. Businesses and their channel partners can directly engage competitors' customers, driving new business through precise targeting. This strategy strengthens a partner program by expanding market reach and improving sales performance. Effective implementation requires careful planning and execution, with partners needing to understand the strategy and use available tools. When used ethically and strategically, this method can significantly boost competitive performance.

Frequently Asked Questions

What is Geo-Conquesting?

Geo-Conquesting is a mobile marketing strategy where businesses create a virtual boundary (geofence) around a competitor's location. When a potential customer with a mobile device enters this area, they receive targeted ads from the geo-conquesting business. This aims to attract customers away from the competitor and increase market share.

How does Geo-Conquesting work for an IT company?

An IT company can geofence a competitor's office or data center. When a client visiting that competitor enters the geofenced area, they might receive an ad on their phone for the IT company's cloud services, cybersecurity solutions, or IT consulting, encouraging them to consider an alternative provider.

Why would a manufacturing supplier use Geo-Conquesting?

A manufacturing supplier might geofence a rival's factory or distribution center. If a purchasing manager or logistics team member from a potential client drives near the competitor, the supplier could send them an ad promoting their own superior parts, faster delivery, or better pricing, aiming to win their business.

When is Geo-Conquesting most effective?

Geo-Conquesting is most effective when targeting customers who are actively seeking solutions or making purchasing decisions. It works well for impulse buys or when a customer is already in a buying mindset and open to alternatives. Timing the ad with their presence near a competitor is key.

Who benefits from using Geo-Conquesting in a B2B context?

Businesses looking to aggressively gain market share and directly challenge competitors benefit most. This includes IT service providers, software vendors, manufacturing suppliers, logistics companies, and any B2B entity with a clear value proposition over their rivals.

Which types of ads work best for Geo-Conquesting?

Short, compelling ads that highlight a unique selling proposition or a special offer work best. For IT, it might be a free consultation or a discount on migration services. For manufacturing, it could be expedited shipping or a price match guarantee. The ad needs to be highly relevant and enticing.

How do businesses set up a geofence for Geo-Conquesting?

Businesses use specialized location-based marketing platforms or ad networks. They define the precise geographic boundaries on a map, specify the target audience if possible, and then upload their ad creatives. The platform then manages the ad delivery when mobile devices enter the defined area.

What are the privacy considerations for Geo-Conquesting?

Users must have opted in to location services on their mobile devices and the apps displaying the ads. Businesses must comply with privacy regulations like GDPR or CCPA, ensuring transparency about data collection and usage. Focus on targeting locations, not individual user data.

Can Geo-Conquesting be used for lead generation in B2B?

Yes, it can. By offering compelling content like whitepapers, free trials, or consultation sign-ups in the ads, businesses can capture leads directly from competitors' areas. For an IT firm, an ad for a 'free network audit' could be a strong lead magnet.

Is Geo-Conquesting expensive for small businesses?

The cost varies depending on the platform, target area size, and ad spend. Some platforms offer affordable entry points, making it accessible for small businesses. Focusing on a few key competitor locations can keep costs manageable while still yielding results.

What's the difference between geofencing and Geo-Conquesting?

Geofencing is the underlying technology of creating a virtual boundary. Geo-Conquesting is a specific marketing strategy that *uses* geofencing to target customers around a competitor's location, aiming to 'conquer' their market share. Geofencing can also be used for other purposes, like sending welcome messages to customers entering your own store.

How can I measure the success of a Geo-Conquesting campaign?

Success can be measured by tracking click-through rates on the ads, website visits from targeted users, new leads generated, and ultimately, new customer acquisitions that can be attributed to the campaign. Some platforms also offer foot traffic attribution if applicable.