Portfolio Archive - Page 2 of 7

Roofing Company Generates Recruitment Leads With Geofencing Marketing

The Challenge

A commercial roofing company in the midwest was looking to recruit more labor workers to their company. They primarily deal with commercial roofing work and blue collar labor is hard to locate in their region given the vast number of other options available coupled with the unique skillset required. They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing truck drivers who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Solution

The team at Propellant Media developed a comprehensive strategy of geofencing, site retargeting, google ads, pre roll video, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around competitor roofing locations. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching companies. We have over 130 locations we are actively geofence for this commercial roofing company.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- roofing jobs near me
- commercial roofing jobs near me
- sheet metal jobs near me
- roofing careers nearby
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results

This roofing company has been working with Propellant Media for over 2 month, but over the last 60 days, our team delivered 582,000 impressions, 6,523 clicks, but most importantly, and 20 google ads conversions.

geofencing marketing recruitment

In addition, of the 582,000 impressions delivered, 417,000 of the impressions were centered around our geofencing marketing campaign.

Below are some of the keywords we utilized to drive engagement, hence the 7.00% click through rates we garnered with our Google Ads campaign for this client.

google ads recruitment marketing

Lastly, we mentioned we utilized our geofencing campaign as an audience in which we still served ads to that audience across programmatic display ad exchanges. But with our geofencing facebook/instagram proprietary method, we pushed that same audience to Facebook and Instagram, now serving ads to our commercial roofing worker audience on Facebook and Instagram. We were surprised by the low cost per clicks of $0.20 compared to other platforms.

The bigger picture is to utilize an omnichannel marketing approach to reach the same audience in different ways.

facebook instagram geofencing case study

National Trucking Company Maintains Consistent Recruiting With Geofencing Marketing

The Challenge

A national trucking company was looking to recruit more truck drivers to their company. Blue collar workers are not the typical audience that is easy to find online. They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing truck drivers who may be interested in switching to their company.

They also make investments in TV Advertising for quite some time. The value of a truck driver to them was well over $100,000, so their investment into digital marketing was critical to their success.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.

Solution

The team at Propellant Media developed a comprehensive strategy of geofencing, site retargeting, and OTT Advertising and pre roll video marketing.

Geofencing Marketing – Our team built geo-fences around competitor truck location, trucking stops where truckers get gas, and truck towing locations in the northeast where their core market was centralized. We have over 100 locations we are actively geofence for this trucking company.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 8 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts they were deploying including Google Ads and Facebook/Instagram advertising.
OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same geofencing list as well as other audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.

Results

This trucking company has been working with Propellant Media for over 2 years. But over the last 90 days, our team delivered 1.78 million impressions, 1,460 clicks, but most importantly, 15 geo-fence conversions, measuring the number of users came to their location after seeing an ad.

recruitment geofencing marketing We also showcased a number of people who saw the ad across connected TV streaming devices, achieving a high 95% watch rate for the ctv/ott advertising campaigns.

ott geofencing marketing report

New Home Builder Drives In Person Visits With Propellant Media

The Challenge

A home developer was looking to drive potential buyers to visit new homes. Their in house team was already leveraging Google Ads, Facebook Ads and other offline tactics to reach in-market home buyers. They were tapping into the expensive Realtor.com app to do sponsored listings as well. They enlisted the help of our team to run a mobile advertising campaign utilizing new geo-fencing with conversion zones technology and other programmatic tactics. The goal was to more precisely reach their target audience and track online-to-offline conversions while achieving a .1% CTR.

Lastly, we learned the client was leveraging TV Advertising, and they opened up to the idea of implementing an OTT Advertising campaign.

Solution

The team developed a comprehensive strategy of search retargeting, site retargeting, mobile geo-optimization, and geo-fencing with conversion zones.

Geofencing Marketing – Our team built geo-fences around home improvement stores, other communities that were for sales and under construction. We have over 100 locations we are actively geofencing for the home builder.
Addressable Geofencing – We leveraged their MLS list of homes for sale that fit their competitive set. THey supplied 2000 – 3000 locations every 30 days.
Keyword Contextual/Search Retargeting – We used “homes for sale” type of terms in our effort to reach people in-market looking for homes.
Conversion Zone Tracking – With conversion zones around each of the new home developments. Additionally, the campaign utilized event targeting to reach users who attended a local college football game. After launch, our team made optimizations to improve campaign performance including blacklisting domains and updating the frequency cap to ensure proper delivery.
OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same addressable lists as well as the keyword contextual audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.

Results

This home builder has been working with Propellant Media for over 1.5 years. But over the last 30 days, our team delivered 1.2 million impressions, 1,300 clicks, but most importantly, 577 geo-fence conversions, measuring the number of users who entered a targeting zone and then visited a new home development.

geofencing marketing real estate home builder results

In addition, the client was able to achieve a lower cost per impressions of $41 compared tot he $80 they were achieving with TV Advertising. Below are samples of the placements they had via our targeting platforms.

OTT Advertising Report sample streaming app for ott advertising ott advertising streaming apps

Jewelry Store Drives Over 50 New Visitors To Their Store

Challenge

A local jewelry store was looking for ways to connect with potential consumers who could become ready buyers of jewelry at their store. They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.

After learning about programmatic display and geofencing marketing, the jewelry store decided to test the waters with Propellant Media.

Action

During the course of 2 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores in their local area.

In addition to geofencing the said events as well as competitor locations, our team built what’s called conversion zones around their individual stores in order to measure foot traffic and those who saw and clicked on their ads and then visited their stores afterward.

We also informed the client that a more full funnel approach to their geofencing campaign would drive better performance, so we created a media plan that broke down as follows:

Geofencing Marketing – 70% of media
Keyword Contextual/Search Retargeting – 25% of media
Site Retargeting – 5% of media

This is a standard but customized program we do for most brands, but this was showed this approach would allow for reaching buyers based in their intent to buy online and those who visited competitor jewelry stores.

Results

Over the course of 8 months, our team drove 141,000 impressions, 161 clicks to their ads, and 0.11% click through rate (above the industry average of 0.10% CTR).

More importantly, our team helped drive over 51 new people to their stores over the course of 2 months.

In addition to measuring foot traffic to the jewelry stores, we were also able to measure over foot traffic lift to their store locations. The carrier experienced a 60% lift in foot traffic when you compare those who did not see the jewelry store’s ads versus those who did see the carrier’s ads.

Big 4 Wireless Carrier Drives Over 3,000 Store Visits

Situation

A big 4 communications company was looking for ways to connect with potential consumers who could switch phone carriers. They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.

It was a more complicated and intricate approach to digital marketing as they needed to utilize this effort to drive foot traffic to all of their stores, while reaching wireless carrier purchasers NOT after they already bought a phone or coverage, but before they bought coverage. After learning about programmatic display and geofencing marketing, the communications company decided to test the waters with Propellant Media.

Action

During the course of 12 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores around the country.

Results

Over the course of 12 months, our team drove 2.3 million impressions, 3,500 clicks to their ads, and 0.15% click through rate (above the industry average of 0.10% CTR).

More importantly, our team helped drive over 3,100 new people to their stores over the course of 8 months.

In addition to measuring foot traffic to the wireless carrier’s stores, we were also able to measure over foot traffic lift to their store locations. The carrier experienced a 70% lift in foot traffic when you compare those who did not see the wireless carrier’s ads versus those who did see the carrier’s ads.

Local News Station Gets To 50 Percent Share Of Market

Overview

News stations have traditionally utilized methods of advertising including radio, TV, and even more TV. As local news stations work to innovate and test new waters to gain local news market share, one local news station in the southeast decided to partner with our agency in an effort to shift focus to cutting edge digital advertising channels. This local station in a top 25 market decided it was time to change course after remaining at 40 – 42% local news share in its viewing area.

Action

After coordinating with the creative director and the team at the news station, understanding top performing creative, and researching the demographics of the area, Propellant Media implemented a comprehensive digital marketing plan that constituted media buys and proactive granular digital execution during February and May sweeps, heavy weather periods, and other times throughout the year. Our team leveraged several digital channels including:

Our team tied these channels into an analytics dashboard the news station creative team could view each morning during their team meetings as they went through heavy sweeps periods.

Results

After deciding to cut back from their offline channels including TV and Radio, and shift some of that spend to digital, the investment and reallocation proved to be a success.

The news station experienced six months of consecutive growth, claiming once again the #1 news position for morning, evening and late news.

They are the only station to grow year-to-year a 25-54. They achieved a 48.2% local news share in the 22-county viewing area, breaking a three-year record. They also asserted its dominance in the area’s largest county with a 54% local news share.

They continued their dominance as the digital leader among local news providers. Visits to the website were up 7% and page views increased 5% quarter-to-date. Their News and Weather App both continue to see an increase in downloads throughout the market. They also have the largest local news station social footprint in the market. Only 3 stations in the country are able to claim 50% of their local news viewing share market.

Regional Casino Bets & Wins Big With Geofencing Advertising

Overview

A regional casino brand was interested in testing digital in a new way to drive foot traffic and potential guest to their hotel and casino. After utilizing Paid Search and Organic Search channels, the team decided to invest in programmatic display advertising and in particular geofencing marketing. The team would later not regret the decision.

Solution

Our team developed a comprehensive strategy of search retargeting at the keyword level, site retargeting and mobile geo-optimization. Finally for our geofencing marketing campaign, our team targeted nearby hotels and other casinos, hot pockets of consumers who love to Gamble based on the market research provided by the Casino, and places where families and elders over the age of 30 spend time at.

Result (Drove over 103 walk-ins)

Through multiple tactics and optimizations, we achieved a CTR of 0.15% CTR, but more importantly based on a $600 spend, our team drove over 60 walk-ins to the casino and resort property, resulting a $10.00 cost per visit. The casino is looking to expand the spend and provide additional creative ads to see what else resonates with their customer base.

Geofencing Marketing Helps Local Bank Drive New Mortgage Applicants

Challenge

A local bank was working to find other advertising solutions that would help increase general awareness of their local bank branches as well as provide additional support to their other advertising channels they were leveraging. After learning more about geofencing advertising, they decided to move forward with a test campaign.

Solution

Our team at Propellant Media developed a strategy that allowed our team to help the local bank focus on their core products including mortgage loans, credit cards, savings products, and car loans. Our team built a comprehensive game plan geofencing new real estate developments, competitors banks we researched offering higher credit card rates, and new car dealerships. As a means to measure success, we leverage our conversion zone tracking technology to determine how many walk-ins were driven as a result of the geofencing advertising.

Results

Over the course of four (4) months, we produced the following results:

3,350,000 impressions and ads delivered to banking customers
Over 4,600 clicks to the client’s website yielding a respectable 0.13% click through rate (CTR)
Over 3,000 physical walk-ins to their store locations from the same people who saw or clicked on their ads

The client continues to renew varying campaigns with our agency deploying geofencing marketing across more of their bank branches and corporate office.

How A Regional Credit Union Drove In Store Traffic With Geofencing

Challenge

Banking represents one of the oldest industries in the world. The exchange of cash and financing for businesses and companies remains a critical engine to worldly economies. But marketing it is a different story and advertising to a core audience remained the challenge for a local credit union wanting to cut through the noise and reach more customers. After testing many different offline and online channels, they tried geofencing marketing.

Solution

Our team at Propellant Media developed a strategy centered around the credit union developing a customer loyalty game plan as well as targeting nearby competitor banks by offering specific credit card specials to those particular customers. Our team geofenced the various credit union banks as well as their competitor locations as part of the overall gameplan. Our team also leveraged our conversion zone technology allowing us to measure foot traffic from those who have seen or clicked on the ads and visited the banks many regional locations.

Results

Over the course of 1 month, our tam helps drive foot traffic and lift brand awareness with the following metrics:

220,000 impressions and ads delivered to banking customers
Over 120 clicks to the client’s website
Drove over 103 walk in visits to their regional locations

How A High End Real Estate Company Improved CTR With Propellant Media

Challenge

A high end real estate company wanted to increase visits to their website. They were not seeing success with their current digital advertising strategy so they enlisted the help of Propellant Media to target consumers and raise CTR.

Solution

The Propellant Media Team developed a comprehensive SEM strategy. The campaigns were organized around the neighborhoods of each real estate property, and the ad groups and keywords were created to target audiences looking for homes in those neighborhoods. With quick learning upon campaign launch, our team optimized specific ads by improving ad copy relevancy to keywords and landing pages.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 7.58%, exceeding the industry average of 1.91%. The campaign far exceeded our client’s expectations.

In addition, we noticed the following improvements:

Average quality score increased from 5.7 to 7.2…which ultimately proved our ad ranks were better, CTR rates were better, and over ad experience were better which lowered the clients expected average cost per click.

How Luxury Car Dealership Brand Attracted Over 130 Prospects To Its Showroom

How a luxury dealership attracted 500 new customer prospects to its website

The following case study reveals how geotargeting enabled a luxury car dealership to attract 500 new customer prospects to its website and 132 prospects to its showroom.

A Volvo dealership in the New York Tri-State metro wanted to increase brand awareness among its target audience of luxury car buyers, and bring those prospective buyers into its showroom.

While leveraging geofencing marketing, the dealership and its marketing partner took these steps:

The dealership worked with the marketing partner’s team to develop custom creative assets (banner ads).
The marketing team built geofences around areas with a very high concentrations of car shoppers in the luxury market, including local competitive dealerships.
The marketing team set up a conversion zone around the actual dealership so it could successfully track customers who entered the established-target geofences and those who saw or clicked on the ads served, as well as those who actually visited the dealership’s showroom.
Along the way, the marketing partner and its team optimized the geofencing campaign, which included:
- Running ads during the best-performing times of the day;
- Eliminating low-performing apps and websites;
- Testing the best-performing creative assets (turning off ads with low performance); and
- Reallocating campaign budget to the geofences driving the most foot traffic to their dealership.

What was geofencing’s impact?

The dealership and marketing team gained the following results and information from the geotargeting campaign:

Over a 30-day campaign test period, the marketing team delivered over 300,000 impressions;
500 clicks were driven to the website (exceeding click-through-rate industry norms by 50%);
The campaign drove a minimum of 132 people to the dealership;
The average cost per visit was approximately $21.
The marketing team was able to track the dealership’s natural foot traffic (people who did not see its ads and went through the target geofenced areas) compared to campaign advertising foot traffic (those who did see its ads and went through the target geofenced areas). While natural foot traffic averaged 0.5%, campaign advertising traffic averaged 1.20%, giving the dealership a 140% geo-conversion lift in foot traffic.

Overall, geofencing marketing offers a way for dealers to effectively spend their marketing dollars on building brand awareness. Most importantly, they reach people who have indicated they’re in the market to purchase a vehicle. And dealerships can do it in a way that drives additional foot traffic to their showrooms in an efficient, cost-effective manner.

Geofencing is not a replacement for dealership’s advertising budget, but it’s a great addition to the advertising mix.

National Accounting Firm Utilize Geofencing For Trade Show Marketing

Challenge

A national accounting has been a constant exhibitor and sponsor of an annual trade show. They use to the traditional marketing methods and dollars they’d throw at sponsoring the event. But this firm wanted to test new marketing methods and expand their exposure beyond simply attending the event, exhibiting and sponsoring. The accounting firm wanted more marketing reinforcements.

After learning about geofencing marketing, the company decided to give it a try and test the waters with it.

Solution

Within a 1 week time frame the Propellant Media Team developed a comprehensive strategy of geo-optimization targeting people at the trade over the 4 day period, while allows the client to continue serving ads to them event attendees for up to an additional 216 days. Our team built geo-fences around the event and nearby hotels to reach event attendees most likely to express an interest in the account firm.

Result

Through multiple tactics and optimizations including event targeting, geofencing, IP address targeting, and site retargeting, our team achieved a CTR of 0.15%, exceeding the industry average of 0.1%.

The client was successful in pushing people to their booth during the event as a result of the geofencing marketing they did during the event.

Non Profit Gains Amazing Exposure With Event Targeting & Geofencing

Challenge

A national non profit was focused on a major event they wanted to gain great exposure from. Their past marketing efforts consisted of pay per click advertising, email marketing, and other expansive marketing efforts that were too expensive and not focused on covering ONLY the people at the event.

Solution

Within a 1 week time frame the Propellant Media Team developed a comprehensive strategy of geo-optimization targeting people at the event over the 3 days period, while allows the client to continue serving ads to them event attendees for up to an additional 28 days. Our team built geo-fences around the event and nearby hotels to reach event attendees most likely to express an interest in the brand.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.14%, exceeding the industry average of 0.1%. The clients fundraising initiatives saw a pick up and they received legitimate phone calls inquiring about potential tickets purchases for future events and becoming more engaged with the non profit brand.

Healthcare Marketing Firm Gets Great Exposure With Geofencing Event Targeting

CHALLENGE

Some industries have customers and individuals who are always in the market looking for particular products and services. Google Adwords and SEO helps these companies stay in front of those hungry buyers. But in this case, there is a limited number of people in the fertility space that are actively searching for marketing companies. Thus, there is a small finite number of people in that space. As a result, there remains a strong need to create brand awareness by directly marketing to the owners and directors of fertility clinics. There was a fertility conference that this marketing firm wanted to get some additional exposure at. That’s when they reached out to Propellant for guidance on geofencing marketing.

SOLUTION

Propellant Media implemented a geofencing and event targeting strategy that included geofencing the location the conference was being held and ensuring the client kept their message targeting the conference attendees for an additional 30 days. We also implemented a site retargeting campaign for all those attendees who clicked on our client’s website.

RESULTS

Utilizing a $1,000 marketing budget for this effort, we delivered over 170 clicks to the clients website, a view rate of 60% (we utilize video targeting as well as static ads), and the client indicated they received several inquiries that they’re currently working to turn into active clients.

Memorial Day Promotional Advertising With Geofencing Drives Success For Car Dealership

Challenge

Memorial Day weekend is one of the biggest sales weekends of the year fo car dealerships. The dealership already had a gameplan, but int he last hour learned about geofencing marketing and our ability to target competitor locations and other areas in which people are searching car deals. A car dealership wanted to target consumers who showed interest in buying cars. The dealership hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Propellant Media to target consumers at competitor locations.

Solution

Within 1 day, the Propellant Media Team developed a comprehensive strategy of geo-optimization. Our team built geo-fences around competitor locations specified by the car dealership and placed a conversion zone around their store front to measure foot traffic back to their car dealership.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.13%, exceeding the industry average of 0.1%. Moreover, our unique reporting capabilities allowed us to track and determine that 37 people came from our client’s competitor locations into their dealership. The client experienced a 134% increase in foot traffic from the geofenced locations.

The campaign far exceeded our client’s expectations and thus will be rolling out to many of their other locations.