Title: Boosting Bookings with Geofencing & IP-Based Retargeting
Client: Ms. Kay Visuals Photography Studio
Industry: Professional Services
Campaign/Engagement Period: 8 months (on-going services provided)
Introduction:
Ms. Kay Visuals Photography Studio, a boutique photography studio located in Houston, TX specializing in event, commercial, and portrait photography, sought to expand its client base and improve booking rates. Emerge ERP Consulting provided strategic consulting for social media as well as implemented an advanced Device ID (DID) geofencing and IP-based retargeting advertising campaigns to achieve this objectives.
Challenges:
Operating without a website and a streamlined booking process posed significant challenges for Ms. Kay Visuals Photography Studio. Clients faced difficulty accessing information about services, availability, and pricing, often requiring time-consuming manual follow-ups. Managing rescheduling, sending reminders, and facilitating collaboration on event specifics created inefficiencies and increased the potential for errors.
Project Overview:
To address these issues before launching ad campaigns, we designed and built a modern, visually engaging website that serves as a centralized platform for booking, information, and communication. In addition, we implemented a backend automation system that handles notifications, rescheduling, and updates, reducing the manual workload. This system also streamlined client collaboration by integrating features like file sharing and progress tracking, optimizing the entire booking and delivery process while enhancing the client experience. These upgrades saved the studio significant time and helped improve customer satisfaction by offering a seamless and professional process.
After successfully launching and testing the new website, we immediately started preparing for our campaigns.
Campaign Objectives
- Increase booking rates by targeting specific demographics.
- Enhance engagement utilizing high converting retargeting & location-based advertising.
- Outperform industry benchmarks for key performance indicators (KPIs)
DID-Geofencing & IP-Based Retargeting
Our primary strategy for conversion included setting virtual boundaries around competitors (other photography studios and event spaces used for media production) with a timeline of up to 12 months in the past; therefore any customer that visited or used a competitor within the past 12 months–we included in our ad campaign. We used a similar approach for IP-based retargeting.
The marketing technology we implemented for this type of advertising allowed us to retarget prospects that have recently searched for competitors and/or visited their website. One website that presented a unique boost in conversion was www.peerspace.com. We used the the website to identify all locations to geofence; then used the IP-based retargeting drive traffic from Peerspace to Ms. Kay Visuals.
Emerge ERP Consulting also used geofencing to define strategic zones around local wedding expos, baby boutiques, and upscale event venues frequented by potential clients. Personalized ads were delivered via mobile notifications to users entering these zones, showcasing Ms. Kay’s services with compelling visuals and exclusive offers.
Key Tactics:
- Geo-Conquesting: Targeting competitors’ studio locations to redirect potential customers to Ms. Kay’s services.
- Event-targeted campaigns: Placing geofences around specific events, such as bridal expos, where ideal clients were present.
- A/B testing: Testing ad creatives to identify the most effective messaging for engagement and conversion.
Results:
Over the six-month campaign, Ms. Kay Visuals Photography Studio achieved remarkable outcomes:
- Bookings: Increased by 63% compared to the previous six months, and 59% compared to the campaign duration the previous year.
- Foot Traffic: Grew by 58% as measured by visits from geofenced areas to the studio or event booth.
- Conversion Rate: Achieved 3.5%, surpassing the industry average of 3% for geofencing campaigns.
- Click-Through Rate (CTR): Reached 1.5%, exceeding the average of 1.3% for DID geofencing campaigns
- Engagement Rate: Improved to 5.6%, outperforming industry standards of approximately 5%.
- Dwell Time: Increased by 14%, indicating higher interest levels among targeted customers.
Revenue Impact:
This campaign underscores the power of precise targeting through DID geofencing and IP-based retargeting. By focusing on relevant events and leveraging data-driven insights, Emerge ERP Consulting enabled Ms. Kay Visuals to outperform industry benchmarks, proving the effectiveness of hyper-local advertising strategies lead to an increase in total revenue by 67% over the course of the campaigns.
For businesses seeking to elevate their marketing ROI, geofencing offers unparalleled potential to drive engagement, traffic, and conversions.