Geo-fencing Drives Positive ROI
Objective
To reach potential customers likely attending a trade show that appeals to their target audience.
SHOT Show® is the largest trade show for professionals involved in the industries Propper serves. This annual event attracts prospective new customers from all over the US and more than 100 countries.
The show is restricted to members of the trade industry, including commercial buyers and sellers such as law enforcement, military and tactical products inaccessible to the general public.
What we've done
1. Geo location prioritization
2. Web inventory research and curation
3. Public wi-fi availability
4. Creative design recommendation
5. Campaign planning, execution and reporting
Our Process
1. We conducted research on the hotels closest to the event center to determine which geo radius we should start with.
2. Attendees for this show were likely to be interested in sports, as well as local news publications so we prioritized this inventory across desktop and mobile devices.
3. In partnership with our DSP, we were able to create an audience of devices using the public wi-fi of the event center and closest proximity hotels.
4. Due to the nature of the products Propper sells and the audience the event caters to, we focused on imagery resonating with First Responders and Military personnel.
5. Device prioritization was a key factor in the success of the campaign, as we needed to be able to show ads to users not only in the proximity of the event, but those that were on mobile phones/apps.
Results
The highly targeted campaign strategy performed as expected, driving a 4:1 ROI with multiple purchases occurring during the time of the event, all from websites focused on sports.
Conclusion
Through careful research and planning, we were able to create a highly effective targeting strategy that helped Propper achieve their objective of reaching this niche audience during one of the most important events of the year.
