The pandemic completely changed how we think about public spaces. For businesses, that means the disappearance of or sharp decline in foot traffic. These companies need a new lifeline, and it only makes sense to consider digital advertising. A great strategy is to pair location-based advertising with updated brand messaging.
Business Are Pivoting, and You Can Offer Them New Opportunities
One of the biggest changes during the pandemic relates to the restaurant industry. Curbside, takeout and delivery are now the major avenues for revenue. Even with many restaurants back to dine-in, consumers became comfortable with to-go, and some are still hesitant to go back to previous behaviors. Consumers adapted, so businesses must as well.
That means evolving messaging to advise consumers of store hours and options around dining in, curbside pickup or delivery. Expressing the protocols restaurants are taking to keep diners safe is critical, too.
Restaurants can also pair that with location-based advertising tactics, like geofencing and past locations, also known as a geocookie. This strategy allows restaurants to connect with loyal customers that are nearby or visited previously. It can also be a way to entice first-time customers away from competitors by targeting those locations with exclusive offers.
Grocery Stores, Pharmacies and Warehouses Still See Heavy Activity
These industry players didn’t lose business during the pandemic. In many cases, shoppers were visiting fewer times, but their total purchases were larger, since they were concerned about stocking up.
Although not as challenging as the toilet paper debacle in the early pandemic, running out of products is still common. The need for certain products forced many consumers to brand hop, going to different retailers they ignored before. This behavior is something for retailers in this segment to exploit with location-based ads, focusing on residential areas. The messaging needs to be clear and engaging, including product availability and procedures the store has in place for safety.
Specialty Retail Seeing Some Bounce Back
There’s no doubt that specialty retailers leaned heavily on e-commerce during the pandemic. Many of them also converted part of the stores to be fulfillment and added curbside pickup. There has been some bounce back, and experts think that will continue as the country gets closer to full vaccine access.
As consumers start to go back to the store to shop, retailers can leverage location-based ads to target loyal customers and those that shop at competitors. Again, messaging is key here regarding operating hours and other protocols. What retailers promote matters here, too. There have been increases in categories like DIY, wellness products, leisurewear and at-home activities. Being relevant to the consumer can pay off for retailers.
Connect with Advertisers with New Ideas
Businesses spanning diverse industries have different perspectives, but that doesn’t mean they shouldn’t keep advertising. You just need to help them find the right avenue to do so. Location-based ads could be a great fit. Learn more about third-party digital opportunities with Marketron today.
Key Takeaways on Brand Messaging and Location-Based Advertising
- Use creative messaging that relates to adapting to meet consumer needs.
- Communicate important information — changing store hours, ordering items for pickup and delivery, and what the business is doing to keep customers safe.
- Be specific and concise with language in the creative.
- Frame the business’s online presence to show that they’re aware of the current environment while still encouraging customers to purchase products or services now.
- Highlight goods and services the advertiser can supply that are in high demand or solve a current problem or need.
- Reach qualified customers, including loyal ones who live nearby or previously visited stores, using location-based advertising tactics, like geofencing and past locations, also known as geocookie.
- Take advantage of targeting residential areas while people spend most of their time at home.
- Attract consumers away from competitors by targeting those locations with exclusive offers, especially if the competition has slowed its ad presence or isn’t offering a strong purchasing option right now.