Master the tricks of drive-to-store advertising with The Drive-to-Store Handbook

2020 was a particularly difficult year for brick-and-mortar. On top of ongoing concerns like the shift to ecommerce or how to engage with customers looking for more innovative in-store experiences, retailers now had to contend with a global pandemic that was shifting the marketplace like never before.

Social distancing and successive lockdowns took their toll on business owners. Faced with the closing of all non-essential businesses, retailers had to adapt their strategy to face these challenges head-on and pivoted to create new omnichannel experiences to keep on engaging with their customers. People were very receptive to this new approach, as was proven by their eagerness to get out of their homes and back to normal, and to stores, as restrictions were lifted.

If you are a business, big or small, with a physical location, you must figure out how to run advertising that can successfully deliver against your goals and drive customers into your stores, dealerships and restaurants.

That is why at Locala, we’ve developed a best practices handbook highlighting the most effective drive-to-store tactics for brands across verticals, with success stories from our very own clients.

In this guide, you will find the three critical elements of creating, managing and optimizing drive-to-store campaigns. The insights in the report include:

  • How to get your campaign set-up right. The goal of a drive-to-store campaign is different from a standard ad campaign, which means considering things like travel time, radius targeting, and precise competitor targeting.
  • The biggest mistake people make when running drive-to-store campaigns. Measuring performance only at the end of your campaign is too little too late. That’s why foot traffic and optimizing the campaign mid-flight is critical to its overall success.
  • Success stories from major brands like L’Occitane, Volkswagen, McDonald’s, Dr.Oetker and Burberry, that show the real impact of a well-executed drive-to-store campaign.

Get your copy of our Drive-to-Store Handbook: US editionEurope edition.

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Locala’s drive-to-store technology certified by the Mobile Marketing Association

Locala granted the Drive-to-Trust ‘Right Place’ label for their drive-to-store capabilities

PARIS, October 26, 2020 – The Mobile Marketing Association, in partnership with the CESP, has granted Locala the Drive-to-Trust ‘Right Place’ certification for their drive-to-store technology. This certification acknowledges drive-to-store advertising solutions that deliver effective local or geolocated campaigns and guarantees the quality of their geotargeting.

Nearly half of the world population owns a smartphone with integrated user positioning software today. Technological solution providers have seized this opportunity to leverage users’ geolocation data to help advertisers run relevant media activations to drive consumers to points of sale depending on their physical location. By partnering with the CESP, the Mobile Marketing Association is defining the gold standard for these drive-to-store advertising providers – ensuring the relevance of the audited criteria and a neutral and impartial certification process – to give advertisers more confidence in these technological solutions.

With this certification, brands can be sure that they’re working with verified and accurate drive-to-store partners. As a large majority of advertisers is switching to drive-to-store and an increasing number of technological solutions are popping up, the Drive-to-Trust label will help brands know which solutions will provide them with reliable and unique location data from mobile devices to deliver data-driven campaigns to drive more customers to stores, dealerships and restaurants.

Thanks to the mobile geolocation data of opted-in users, Locala can offer advertisers effective drive-to-store campaigns by pinpointing the right audience, sending them appropriate messages and measuring resulting in-store visits – the holy grail for retailers who still generate most of their revenue through brick-and-mortar sales.

“This certification underlines the precision and quality of our technology. It’s important that advertisers know they can trust their drive to store partners to deliver effective, accurate campaigns, and this is a fantastic step forward for the industry”, said Christophe Collet, CEO and Co-founder at Locala.

About the MMA

The MMA’s mission is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and mobile connected world. Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI; and to advocate for mobile marketers.

About the CESP

The CESP is the non-profit industry body for the advertising and media industry players with an interest in measuring audiences and the effectiveness of media campaigns. The CESP audits all currency measurement systems on behalf of its members across every type of media: Internet, TV, press, out-of-home, radio and cinema.

A genuine laboratory of ideas, the CESP is a neutral and independent forum to discuss innovations as well as the conventions that the various industry players are called upon to define collectively.

A widely trusted third-party organization, the CESP also offers certification and consultancy services in France and internationally.

Infographic – How to run a successful Drive-to-Store campaign

Getting customers off the couch and into stores can be difficult. That’s why advertisers are set to spend $133.5 billion by 2023 on drive-to-store advertising – campaigns which increase visits to stores, dealerships and restaurants.

Drive-to-store is Locala’s bread and butter, so to help you get the biggest bang for your buck, we’ve put together 10 basic steps to deliver a successful drive-to-store campaign.

To learn more about the state of drive-to-store advertising, and to access our full study, click here: The State of Drive-to-Store Advertising 2019.

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