How BMW used location technology to drive luxury consumers to local dealerships.
Real-World Solutions
Location Targeting in proximity to competitor dealerships was used to increase brand awareness amongst the luxury car-buying audience.
Audience Targeting using Experian data was leveraged to identify and then reach high-income individuals and luxury car drivers at home.
Retargeting audience members previously exposed to the BMW 7 Series ad unit was also implemented to re-engage with them throughout the day.
A Store Visitation beta study using Spear's and Partners Blueprints technology was used to measure footfall of exposed users.
The creation of high-impact, expandable banners was given as added value.
Real Business Results
Location-based proximity targeting successfully reached BMW's core audience with the highest expansion rate, 3% above the benchmark, and indexed highest for driving people to BMW UK dealerships.
Audience Targeting was also important for driving deeper engagement and brand awareness, which is key for a considered purchase, such as a car. Audiences had the most decisive engagement rates, 10% higher than proximity.
Are you looking to expand your customer base? Contact a Spear expert to work on your next Geomarketing / IP-targeting campaign. Learn More: https://tridence.com/spear-ip-targeting-geomarketing-geofencing/
