Geo-conquesting is a location-based marketing technique used to reach customers who are currently at or have previously visited a competitor’s place of business. Also referred to as geoquesting, this method serves ads to consumers when they are in or around a rival's location to persuade them to switch brands.
Marketers use this tactic to gain an edge in competitive markets and win market share by offering timely, relevant incentives exactly when a buyer is in the consideration or purchasing phase.
What is Geo-Conquesting?
Geo-conquesting uses location intelligence to identify and target a competitor's audience. It relies on GPS, Wi-Fi, and cellular data to trigger advertisements on mobile devices.
While standard location-based marketing might target people near your own store, geo-conquesting shifts the focus to the physical territory of your rivals. The goal is to divert a customer’s attention at the moment they are visiting a competing business.
Why Geo-Conquesting matters
This method is more timely and relevant than traditional digital ads because it reaches consumers during the buying process.
- Higher relevance: Consumers are often more receptive to ads that align with their current physical location and intent. [A 2017 study found that 42 percent of respondents would use an app more if location data provided a more relevant experience] (TEGNA).
- Direct conversion: By offering an immediate incentive, such as a discount, you can motivate a customer to leave a competitor's store and head to your business instead.
- Measurable results: Marketers can track "conversion zones" to see if a user who saw a conquesting ad actually visited their brick-and-mortar location.
- Competitive advantage: It allows smaller brands to target the foot traffic of larger, established chains.
How Geo-Conquesting works
Marketers execute geo-conquesting through two primary data methods.
- Geofencing (Real-Time): Advertisers draw a virtual perimeter (geofence) around a competitor’s store. When a mobile device enters this area, an ad or notification is triggered instantly.
- Mobile Location Data (Historical): Marketers use the past visitation history of a device. This allows them to reach consumers who have a habit of visiting competitive locations, even if they are not there at that exact moment.
The implementation process
- Identify targets: Select specific competitor addresses or regions where your target audience congregates.
- Set the perimeter: Define how close a user must be to the competitor (e.g., inside the building or within 600 feet) to trigger the ad.
- Deploy creative: Serve display ads, PPC ads, or app notifications with a competitive offer.
- Track lift: Use geolocation data to measure how many users visited your location after seeing the ad.
Types of Geo-Conquesting
The strategy is categorized by the relationship between the two businesses.
| Type | Description | Example |
|---|---|---|
| Direct | Targeting businesses that sell the exact same products. | A local burger shop targeting customers at a nearby McDonald's. |
| Indirect | Targeting businesses with a similar customer base or related products. | A sandwich shop targeting customers at a grocery store deli. |
Examples of Geo-Conquesting
Fast Food (Burger King vs. McDonald's)
In the "Whopper Detour" campaign, Burger King geofenced 14,000 McDonald's locations. Users within 600 feet of a McDonald's received an offer for a one-cent Whopper through the BK app.
[This campaign resulted in more than 50,000 redemptions and moved the Burger King app from ninth to first place in the iTunes charts] (TEGNA). Additionally, [the promotion saw 20 times more redemptions than any other previous Burger King campaign] (TEGNA).
Other Industry Scenarios
- Auto Dealerships: Targeting consumers while they are browsing car lots at a competing dealership.
- Healthcare: Facilities targeting industry events or emergency rooms to recruit staff or reach patients.
- Education: A university targeting students who are touring a rival campus.
- Home Services: A roofing specialist targeting neighborhoods recently hit by a storm where competitors are already working.
Geo-Conquesting vs. Geofencing
While these terms are related, they serve different strategic purposes.
| Feature | Geofencing | Geo-Conquesting |
|---|---|---|
| Primary Goal | General brand awareness or foot traffic. | Stealing market share from rivals. |
| Target Location | Any defined area (own store, parks, events). | Specifically competitor locations. |
| Messaging | General offers or announcements. | Comparison offers or switch incentives. |
FAQ
What is the difference between direct and indirect geo-conquesting? Direct conquesting targets businesses that offer the same product or service, such as one pizza shop targeting another. Indirect conquesting targets businesses that are not identical but fulfill a similar need, such as a sandwich shop targeting people at a grocery store that sells ready-made lunches.
How do you measure the success of a geo-conquesting campaign? Success is measured by "lift" and "conversion zones." Marketers track the number of people who were served an ad while at a competitor's location and subsequently visited the advertiser's physical store. Other metrics include click-through rates (CTR) and app download spikes.
Does a customer need to have an app installed? Often, yes. Many campaigns, like the Burger King example, rely on the brand's own app to trigger notifications. However, location data can also be used to serve display ads through third-party mobile websites or other apps the consumer is using while in the geofence.
Is geo-conquesting better than traditional digital advertising? Location-based methods are considered more Timely. Because ads are served when a person is in a "buying process" at a physical store, they are often more relevant than standard ads served during general web browsing.
