Hit Your Pizza Advertising Goal With Geofencing

By Tracy Morin

Have you ever ever used geofencing to market your pizzeria? Or is your first response a clean stare if you hear the phrase “geofencing”? If it’s the latter, don’t fear—you’re not alone. To demystify this tech-driven advertising and marketing instrument, we wrangled a few cellular advertising and marketing consultants who can clarify its workings—and, when you’re already utilizing this tactic, find out how to get probably the most out of it.

Step 1: Be taught The Lingo

Bob Bentz, president of Purplegator, a cellular advertising and marketing company primarily based in Berwyn, Pennsylvania, notes that studying the definitions of the assorted phrases which are utilized in cellular and digital advertising and marketing may help a pizzeria goal the best viewers. Listed here are some key phrases to know:

Geolocation: That is the buying and selling space on your pizza restaurant. Usually, it’s a couple of three- to seven-mile radius out of your location.

Geofencing: A geofence lets you bid extra aggressively to indicate your adverts to shoppers in a specific space of the geolocation. Think about it a sub-geo of the general geolocation. For example, you might geofence the native school campus, since school college students usually tend to buy your merchandise.

Geotarget: The geotarget refers back to the folks within the geolocation who’re most definitely to buy your product. If you’re advertising and marketing cheesesteaks, you may outline the market as males ages 13 to 34, who’re much less involved with calorie counts. If you’re promoting salads, you might want to goal mothers or females ages 35 to 49.

Geo-conquesting: That is the sexiest a part of cellular advertising and marketing. With geo-conquesting, you may goal cellular units right down to the tackle degree. A logical tackle to geo-conquest could be the competing pizza retailers in your buying and selling space. Additionally, you may geo-conquest the accommodations in your space, as a result of you realize these folks don’t have the choice to eat at dwelling.

With geo-conquesting, you may both do a “lookback,” which may provide the cellular units discovered at a competing location for as much as six months prior, or you may outline the viewers in actual time, generally known as “micro-proximity.” For instance, maybe there’s a commerce present in your space—you’d need to goal these out-of-towners whereas they’re in your space, however there’s no use attempting to achieve them as soon as they return dwelling!

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With geofencing, you may goal the cellular units of consumers visiting your rivals’ eating places and feed your adverts to them.


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Step 2: Discover How It Works

Now that you realize the lingo, let’s dive deeper. Nicole Levin, director of gross sales at RestaurantGeofencing.com in Annapolis, Maryland, affords a fast rundown of some advantages of geofencing and the way it works:

Goal rivals, employers, factors of pursuits, native neighborhoods and extra.
Think about Jane, your excellent buyer, strolling into your competitor’s location along with her GPS-equipped smartphone throughout her lunch hour. Now you’ve captured her cellular ID and might politely steal her away by displaying mouthwatering pizza content material throughout all of her units.

Serve Jane cellular adverts, video adverts and audio adverts.
Now that Jane has walked into your goal zone, not solely is she eligible to obtain cellular banner adverts on the apps she makes use of, however as she returns dwelling and her telephone connects to the web by way of her dwelling community, she opens a portal to all of her different units, together with tablets, desktops and streaming televisions.

Watch your pizzeria’s walk-ins surge.
Jane is out and in regards to the subsequent day. As her lunch hour approaches, she remembers seeing your advert final evening as she caught up along with her favourite actuality present on streaming TV. Jane decides to check out your pizzeria, which she has by no means heard of earlier than. As she walks into your bodily location, her cellular ID will register her as a brand new buyer acquired. You’ll then be capable to goal her along with your appetizing banner adverts and 15- to 30-second unskippable OTT/CTV ads.

illustration of people sitting at dinner table

The most effective aspects of geofencing advertising and marketing is you could decide what number of shoppers noticed your advert after which confirmed up at your pizzeria.


Step 3: Monitor Prospects

Bentz notes that the most effective aspects of geofencing advertising and marketing is that pizzeria homeowners can know its success charge. “Right here’s how: You possibly can arrange your personal retailer with geo-conquesting, that means you’ll know the cellular units which have visited your pizzeria location,” he explains. “We then match that to the cellular units which were served an advert, and we are able to decide what number of shoppers noticed your advert after which confirmed up on the pizzeria. This is called a foot visitors report.”

Bentz provides that, whereas a foot visitors report is nice, it doesn’t inform the whole story. For instance, if any individual sees your advert after which telephones in an order for supply, he won’t ever present up on the retailer for pickup—so that you received’t be capable to monitor that sale again to the advert marketing campaign.

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Levin agrees that monitoring clients by means of geofencing is a serious profit, because it’s uniquely native—you may microtarget the best viewers on your pizzeria, geofencing any location of your alternative, together with native eating places (corresponding to your rivals), workplace buildings, neighborhoods, and even native occasions. “It may be tough to trace the worth of restaurant advertising and marketing, and that’s why geofencing for eating places and pizzerias is so efficient,” Levin says.

“To grasp how geofencing works for monitoring,” Levin provides, “we have to outline a pair key phrases: goal zones and conversion zones.”

Goal zones are digital geofences traced round an space the place your pizzeria needs to focus on clients visiting one other bodily location (e.g., a competitor restaurant, a venue, a selected a part of city, and so on.). When the client enters the goal zone, he’ll then obtain your restaurant’s adverts on his cellular machine. And, upon arriving dwelling, he’ll then be eligible to obtain adverts by way of his different linked units as his cell phone connects to his Wi-Fi community.

Whereas some People may discover geofencing a bit scary—due to all the information that entrepreneurs can seize—you’re actually simply benefiting from techniques which are already in place.

Conversion zones are probably the most highly effective instrument for monitoring on-line to offline conversions in cellular restaurant promoting. By tracing a digital conversion zone round a bodily location, restaurant entrepreneurs can measure the quantity of bodily visitors to the situation from any clients who’ve seen their advert. Basically, the bodily location of your restaurant serves as the final word conversion zone, as this advertising and marketing goals to extend walk-ins to your location.

“In less complicated phrases, the goal zones are the geofences you set as much as seize your excellent clients, and the conversion zone is the bodily location of your pizzeria,” Levin says. “If the geofencing firm you utilize offers a report with statistics in your geofences, it is possible for you to to see which clients seen your show advert, tv business, and/or audio business after which visited your pizzeria.”

Then there’s a plethora of data to be acquired from capturing these clients, together with:

Commerce space (insights into dwelling and work places by density on your pizzeria, distance in miles from the place guests reside compared to your pizzeria, and the share of holiday makers to your pizzeria by county, DMA, state or ZIP code)

Family traits (buyer demographics by main customer, secondary customer, and incidental guests; marriage standing, variety of kids, and variety of individuals in family; head of family’s age, ethnicity, revenue and training degree; dwelling kind and possession standing, corresponding to new mover or new house owner; customer development graphs by week, day and hour of day)

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Customer behaviors (often visited locations, corresponding to the highest 5 locations that guests to your pizzeria visited throughout a specified time-frame). 

Pizzeria Testimonials

“Felix and Oscar’s has been doing geotargeting promoting for the previous eight years. Throughout that point, we’ve run many profitable geotargeting campaigns to achieve our sports activities and pizza loving audiences in and across the Des Moines metro space. Our gross sales proceed to extend yr over yr.” —Tommy Morgan, proprietor, Felix & Oscar’s, Des Moines, IA

“We run geolocation and geo-conquesting campaigns in our suburban Philadelphia city. We particularly goal the three universities in our township and different eating places. I do know it really works, as a result of after the marketing campaign is over, they present us a report of the foot visitors that got here to our retailer from the those who have been served the ads. With different promoting, I by no means know if it’s actually working or not. This sort of promoting takes away that query.” —Robert Saionz, proprietor, Primary Line Pizza, Wayne, PA

main line pizza employees stand holding pizzas in front of chalk board menus
Primary Line Pizza in Wayne, Pennsylvania, makes use of geofencing to focus on the cellular units of potential friends at three close by universities and different eating places. Picture courtesy Purplegator.


Step 4: Overcome the Ick Issue

Bentz admits that many individuals ask how advertising and marketing businesses can receive all of this data, and lots of People discover the kind of cellular focusing on accessible at this time to be downright scary. However hey—you’re simply benefiting from techniques which are already in place. “Principally, this monitoring is from apps which are on the shoppers’ smartphones—like, in case you have the Waze or Accuweather app, you might be offering your location information to these sponsors,” Bentz explains. “This data is then offered to third-party information firms, which competent advertising and marketing businesses subscribe to.”

Bentz factors to the previous flashlight app that circulated a decade in the past. There was no price to obtain it, and there was no promoting on it. That’s as a result of signing off on the app’s phrases and situations meant that you simply gave permission to the sponsor to trace your geo-data—which was then offered to third-party information suppliers, who in flip offered it to advertisers.

These days, this methodology of promoting is widespread, and that’s as a result of it’s profitable. “No matter how clients might really feel, as a marketer, it is best to love geofencing advertising and marketing,” Bentz concludes. “It’s a particularly efficient instrument on your pizza restaurant.”  

Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.