The spring turkey season opener was just a week away. While patterning my shotgun at the range, I took a break to check my cell phone. I opened an app I use often, and an ad popped up that instantly grabbed my attention.
“This is a countdown discount on turkey calls at (XXX Outdoors). The countdown will stop and save your discount when you enter (XXX Outdoors).”
A countdown timer appeared.
“Every second you lose 1% of the discount.”
“99%… 98%… 97%…”
The urgency of the ad and potential for substantial savings made me hightail it to the store. I managed to get 42% off — very cool. And in the process, I found out about a sporting goods store just a few miles away that I’d never heard about prior to that ad.
“How in the world did they find me?” I asked myself. “This is really cool.” I later found out the marketing tactic was called geo-conquesting, one of the hottest new marketing trends in retailing.
Geo-conquesting is location-based marketing that targets potential customers near a competitor’s or event’s physical location, enticing those potential customers to visit your business instead of or in addition to the competitor/event.
By leveraging GPS technology, retailers deliver highly focused ads, promotions or incentives to smartphone users when they are within a specific geographic area, typically around a competitor’s store or event where target customers are in attendance.
The goal is to conquer competitors’/events’ customers by presenting an appealing offer or value proposition at a crucial moment — when they’re deciding where to shop.
Geo-conquesting campaigns rely on tools like geofencing, which sets up virtual boundaries around targeted areas, and ad platforms that can identify users’ real-time locations. These campaigns often use targeted channels like mobile apps, social media, or SMS (text) to deliver highly personalized and timely messages. Potential customers are drawn in by the promotions and the convenience of location-based offers.
The Harvard Business Review suggests, “Location-based marketing can significantly enhance the customer experience and foster brand loyalty when done correctly. Small businesses that leverage these tools can create a personalized connection with their audience, ultimately driving more sales.”
Research from Horizon Grandview Research shows that the geofencing market in the United States is expected to reach a projected revenue of $2.2631 billion by 2030. A compound annual growth rate of 21.3% is expected in the geofencing market from 2024 to 2030.
Key Geo-conquesting Components
To successfully implement a geo-conquesting strategy, brick-and-mortar retailers need several key tools.
- A robust location-based marketing platform is essential to track and analyze customer movements and competitor locations.
- Mobile advertising networks are also crucial for delivering targeted ads to potential customers within a specific geographic area.
The first step in implementing geo-conquesting is conducting a thorough market analysis to identify primary competitors and understand their strengths and weaknesses. Also identify key events where potential customers gather.
Next, use geofencing technology to create virtual boundaries around these areas, so you’re able to deliver ads to potential customers who enter the zones.
Finally, integrate this data with your advertising platform to serve personalized ads and promotions, enticing customers to visit your store instead of or in addition to the competitor’s.
To effectively measure the success of a geo-conquesting campaign, focus on key performance indicators such as foot traffic, sales lift and customer engagement. Location tracking and analytics tools can help determine the increase in store visits from targeted areas. Additionally, analyze sales data to compare revenue generated during the campaign with previous periods, ensuring that the campaign’s impact is clearly quantifiable.
Benefits of Geo-Conquesting for Retailers
Increased Foot Traffic: By offering incentives like discounts or exclusive offers when a customer is in the vicinity, you can increase the likelihood of their visiting your store.
Experts report that small businesses using geo-conquesting are seeing up to 67% increases in campaign engagement by targeting competitor foot traffic directly.
Local Brand Visibility: For small retailers, standing out in a crowded market is essential. Geo-conquesting puts the store in front of customers who may not have been aware of the business. This local visibility can foster brand recognition and increase the chances of a customer choosing their store over a competitor.
Cost-Effective Advertising: Traditional advertising methods can be expensive, especially for small businesses with limited budgets. Geo-conquesting can be more cost-effective, as ads are displayed to users who are most likely to convert (i.e., those already nearby).
Competitive Advantage: Geo-conquesting allows small retailers to directly target competitors’ customers. By delivering timely and relevant ads or promotions when consumers are close to a competing store, small businesses can persuade customers to visit their own store instead.
Personalized Customer Experience: By using location data, small retailers can deliver tailored promotions based on a customer’s real-time behavior and preferences. Forrester Research notes that customers who receive personalized offers are more likely to engage with a brand, increasing the chances of their making a purchase.
To enjoy the full benefits of location-based marketing, retailers need the right technology and data to execute this strategy effectively, including geofencing software, mobile platforms, and compelling incentives.
The costs associated with geo-conquesting can vary, depending on the technology, ad placement, and ongoing management required. When executed well, geo-conquesting can help small retailers compete with larger businesses and gain significant market share in their local communities.
Costs Involved in Geo-Conquesting
- Advertising Costs: The primary cost of geo-conquesting is related to the creation and placement of targeted ads. On platforms like Google Ads and Facebook, pricing is typically based on a cost-per-click (CPC) or cost-per-impression (CPM) model. The average CPC for location-based ads can range from $1 to $2, but it depends on factors such as competition and the market’s size.
- Geo-Fencing Technology: Implementing geo-fencing may incur upfront costs for software, data services and platform subscriptions. Geo-fencing solutions range in price, with some basic offerings starting around $200 to $500 per month. However, the costs can increase with advanced features such as real-time analytics, detailed customer insights, and sophisticated targeting options.
- Creative Development: Crafting compelling ad creatives and promotions tailored to a geo-targeted audience may require additional costs. Small businesses may need to hire digital marketing professionals or agencies to help design effective ads, including graphics, messaging, and calls to action.
- Ongoing Management and Analytics: Monitoring the performance of geo-conquesting campaigns is crucial for optimization. This may require dedicating internal resources or outsourcing to a marketing agency. Costs here could range from $500 to $1,000 per month, depending on the complexity and scale of the campaign.
What Does a Retailer Need to Engage in Geo-Conquesting?
Location Data and Technology: To implement geo-conquesting, a small retailer needs access to geolocation technologies. This typically involves using GPS or Wi-Fi tracking systems that can determine a customer’s location. Retailers may need to partner with location-based advertising platforms like Google Ads or Facebook Ads, which provide tools for targeting specific geographic areas.
Geo-Fencing Software: Geo-fencing is a technology that creates a virtual boundary around a physical location. Retailers can use geo-fencing software to trigger marketing actions (e.g., sending push notifications, displaying ads) when a customer enters or exits a specific geographic zone. Review the list of top location-marketing platforms.
Mobile-Friendly Website or App: For geo-conquesting to be effective, the retailer needs a mobile-friendly website or a dedicated app. This allows the business to push notifications or personalized offers directly to the customer’s smartphone, encouraging them to visit the store.
A Strong Offer or Incentive: A compelling offer, such as a discount or a buy-one-get-one-free deal, is crucial for attracting customers who are near a competitor’s store. The incentive must be enticing enough to draw them away from the competitor. Geo-targeted promotions should be time-sensitive and location-specific to maximize conversion rates.
On A Budget?
Using geo-conquesting on a budget requires focusing on cost-effective strategies and working with providers who cater to smaller campaigns. Here’s how to implement it without overspending:
Choose Budget-Friendly Providers. Use services like Cidewalk, which offers plans starting at $100/month. These allow you to target small towns or neighborhoods cost-effectively.
Consider Propellant Media, which has a minimum spend of $1,000/month for direct clients or $500/month for white-label (agency) partnerships.
Target a Narrow Audience. Focus on specific competitor locations or high-value customers rather than broad campaigns. For example, target only one competitor in a high-density area. Use smaller geofences (individual buildings or store locations) to reduce costs and improve relevance.
Leverage Existing Tools. Work with platforms like Facebook and Google Ads, which offer location-based targeting. These platforms allow you to create DIY campaigns that fit smaller budgets.
At SHOT Show 2025, the National Shooting Sports Foundation offered an educational session with Jeff Marcoux at SHOT University called “Breaking Through Barriers: Digital Marketing Strategies for the Firearms Industry.” In his talk, Marcoux tackled the unique challenges firearm brands face online and revealed practical strategies to sidestep platform restrictions, utilize alternative channels and build a powerful online presence. He shared actionable insights on using AI to enhance digital marketing and innovative ways to engage your audience.
In conclusion, geo-conquesting is taking off like wildfire, and potential customers are responding. Although the path may seem challenging to travel, not considering this highly focused method of connecting with customers will leave you and your business behind. Face your fears or concerns by jumping in and finding a solution that fits your shop’s needs and budget. There truly is something for everyone in this marketing segment.
Service Providers and Cost of Geo-Conquesting
Here’s a list of several of the top geo-conquesting service providers in the U.S., along with available pricing details for their campaigns. The services listed differ in capabilities and pricing based on campaign size, duration, and complexity. Consult the providers directly for a detailed quote of exact costs tailored to your specific needs.
Propellant Media Offers hyper-local targeting solutions, allowing campaigns to focus down to individual buildings or events. Minimum spend: $1,500-$2,500/month (direct). https://propellant.media
Simpli.fi Known for using unstructured data for precise audience targeting. Minimum spend: approximately $20,000/month for direct clients. https://simpli.fi
Reveal Mobile Specializes in customized geo-conquesting campaigns and provides analytics to optimize campaigns. Pricing details vary by campaign size and complexity; consultations are recommended. They don’t publicly list a minimum spend. revealmobile.com
Cidewalk ideal for small to medium businesses, offering simple geofencing with no long-term contracts. Pricing: $10 per day is the starting point for a campaign. Flexible spending tiers like “Business” ($50/day) and “Premium” ($100/day) for increased exposure. Pay-per-play model: You only pay for the times your ad is displayed, not a large upfront cost. www.cidewalk.com
GroundTruth offers two pricing models for geo-fencing: CPM (cost per mille/1,000 impressions) and CPV (cost per visit). Pricing: Average monthly budgets range from $5,000 to $50,000 depending on scale. www.groundtruth.com
ThinkNear by Telenav offers proximity-based targeting to capture users near competitor locations. Has programs for in-car commerce. Pricing typically begins at $5,000/month. www.telenav.com
Mobiquity Networks integrates geofencing with Wi-Fi and beacon technologies for advanced targeting. Custom pricing is provided based on the project. www.mobiquitynetworks.com
Local Page Pop focuses on small, local businesses with easy-to-use location targeting. Pricing varies, but is usually more affordable than large-scale providers. www.consult.tv
GetGeofencing offers geofencing and geo-conquesting campaigns tailored for different industries. Pricing: costs vary; campaigns generally start at $2,000/month. www.getgeofencing.com
Steps to Get Started with Geo-Conquesting:
- Select a Service Provider: Choose a company based on your needs (advertising platform, analytics, budget, etc.).
- Create an Account: Register and set up an account with the provider.
- Define Target Locations: Identify the locations of your competitors and define the areas you want to target for geo-conquesting.
- Set Up Geofences: Work with the service provider to set up geofences around competitor stores or other key locations.
- Create Targeted Ads: Develop customized ads or promotions that will be shown to users within the geofenced areas.
- Track & Optimize: Use analytics to measure the success of your geo-conquesting campaigns and adjust based on performance.
