The Power of Geofencing

What if¬†your website was like a real salesperson? What if it could ask “where ya from?”

If it could, it would do a much better job selling your cars. Like a real salesperson, it would listen to¬†that information and make a smarter, more relevant, more helpful pitch to the customer ‚ÄĒ instead of repeating the same thing to everybody, whether they care or not.

That technology is a thing now.

With Dealer Inspire’s Personalizer, and its¬†built-in¬†geofencing technology, your website can now automatically adapt to individual users’ shopping behavior, interests, and current location.¬†Your site¬†doesn’t have to ask “what¬†are ya looking for?” and “where are ya?”, because it already knows, and it will instantly make a pitch tailored to that individual shopper.

The power of customizing offers and content to each online shopper based on where they are and what they want is infinite, and to date, largely untapped. Dealer Inspire is currently the only automotive website provider to feature personalization with built-in geofencing technology, and it gives you the potential to position your dealership as the uniquely best choice for shoppers in each area, or even each specific building, in your market.

Imagine What You Can Do With Geofencing

Imagine you could target shoppers on your competitor’s showroom floor ‚ÄĒ shoppers that know which car they want, are ready to buy (from your competition), but want to check the internet one more time to see if there’s a better deal in the¬†area. 67% of showroom floor shoppers do just this ‚ÄĒ¬†cross-shop¬†for better deals on their smartphone while inside the dealership.

Imagine that, while the salespeople at your competing dealership have been talking to this customer all afternoon, your website can instantly adapt itself to make a better offer than them. With geofencing, you can speak directly to these showroom cross-shoppers by having the homepage adapt itself to undercut your competitor.

IPityTheFence

Draw a geofence around a competing dealership

GeofenceMeCaptain

Which displays a special offer for those cross-shoppers

This is a pretty simple, blunt example** using only one variable (location) to clearly illustrate¬†the power¬†of¬†the technology, but there are infinite ways to use it¬†in more nuanced, personalized¬†ways. Using additional personalization rules, you could¬†tailor this message much more specifically to the individual shopper, customizing¬†the homepage offer for¬†what model they are looking for (based on shopping history¬†rule sets), and how likely they are to buy soon (based on Datium shopping behavior rule sets). This additional information would inform what you would¬†offer ‚ÄĒ whether it be a¬†different amount, an exclusive perk or service, or simply one of your dealership’s Unique Selling Propositions that set you apart from your competitor.

Let’s try out a few¬†other ways you can use geofence marketing, beyond conquesting competitors:

  • Push Model Offers By Area:¬†In each neighborhood¬†of your market,¬†there is an average demographic more likely to buy a certain type of model than another. College kids on the nearby campus are more likely to convert on used compact car offers, while the¬†family-oriented neighborhood near your dealership is more likely to convert on new SUV leases.¬†If there’s any rural/farming areas, lumberyards, or¬†construction companies near your market, your inventory pages could display banners for¬†truck specials. Essentially, geofencing can¬†adapt¬†your site to push the models you want to move, to the people most likely to buy them.
  • Drive Traffic From Outside Market:¬†Geofencing enables you to¬†deliver messaging to shoppers outside your market and persuade them to make the trip to your dealership. For example, if¬†you’re out in the suburbs of Chicago, but would like to see more in-store visits¬†coming from city dwellers, you can have your homepage offer them a free gas card for coming out to test drive. This could be the difference between them coming to you versus a dealership a little¬†closer to home.
  • Make Community-Based Offers:¬†The community around your dealership is full of groups and institutions that you can tailor messaging to,¬†creating a connection with your brand. For example, service-based offers and content¬†directed toward military bases¬†and hospital campuses are a great way to start.¬†Typically, employees in these high pressure professions are unable to keep up with routine services due to their hectic schedules. Have your homepage thank them for what they do and offer to pick up and drop off their vehicles for maintenance! Not only will you convert on service jobs, but you are you providing a convenience to these customers¬†that will¬†build lasting brand loyalty.

The possibilities for what you can do with geofence marketing are¬†endless.¬†Leverage your USPs, unique aspects of your community, your competition’s weaknesses, and your creativity to¬†personalize your website for shoppers. And, if you need any help coming up with ideas,¬†you can always¬†reach out to us!

Learn How to Geofence in 2 Minutes 

Learning how to create a virtual perimeter that pin-point targets customers ‚ÄĒ down to the exact latitude and longitude coordinates of your competitor’s showroom floor ‚ÄĒ sounds like you and your team need to learn how to build and launch satellites first, but it’s actually as easy as drawing a circle (or a square!). ¬†Check out this¬†#DIHOWDOI to see how it’s done!

Good Geofences Make Good Marketing

Marketing¬†that is pin-point personalized is going to convert far greater¬†compared to¬†one-size-fits-all marketing, because you’ll actually be¬†speaking and selling to that person’s¬†interests, situation, and stage¬†in the buying cycle ‚ÄĒ instead of letting one message wash over a majority¬†audience¬†that it won’t directly apply to.¬†Geofencing is a powerful variable within personalization that helps you deliver relevant context marketing to car buyers.¬†All it takes is a Dealer Inspire website and a few minutes deciding who you want to target, and what you want to offer them.

If you¬†have any personalization or geofencing strategy questions or ideas,¬†drop a comment below! We’re really excited¬†to see the different, awesome ways you all can leverage geofencing to your dealership’s advantage.

**Be mindful of your OEM’s compliance rules before¬†creating conquest offers

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Not¬†currently a Dealer Inspire client? You can schedule a demo to¬†get a live run-through of our geofencing technology, and the rest of our platform’s features!

Want help with your geofencing marketing strategy? Hit up Mark McCarthy at mmccarthy@launchdigitalmarketing.com to put our creative strategy team on the case.

Meet Mark McCarthy

Mark McCarthy is Creative Director at Launch Digital Marketing, Dealer Inspire's partner auto marketing agency. He was raised in Boston where he developed no accent, but an affinity for oyster crackers, which he inexplicably believes are good luck to eat. Mark is a Butler University Bulldog with a degree in Digital Media Production, and joined Launch as a copywriter a few months after graduation in 2012.

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