#NoFilter is a thing of the past. Geofilters are so in right now

group at dinner using geofilter

Brands and customers have cozied up to one another much closer in the recent years.  From influencers, Tweet exchanges and Facebook followers, the lines between product and people been blurred and the dynamic is a personal one.  Products and services are no longer just goods sold to fulfill a need, but are now are asked to provide an experience alongside.

The additional requirement can be a challenging one – especially if you only operate with a very small staff.  Unfortunately, avoidance is not really an option.  As millennials and now even Generation Z continue to establish the majority of buying power, the demand is right now, as they prefer everything.  It’s a fact:  the experience economy is alive and well.

How can one stay afloat – especially as a one-man-band?  The key lies in thinking small.  Doesn’t have to be a large campaign — you can actually attract these young customers by fencing them in!  Location data is all the rage in marketing – and Snapchat has taken full advantage with their geofilter feature.  These let mobile users add a location illustration — specific to where they are by city, neighborhood, or even store — to photos that they may then share with friends or followers via Snapchat.

Location, location, location

It is the real estate agents’ mantra: Location, location, location. As stated previously, the major benefit of this feature is the ability to capture those potential customers closest to you.  This offers a great interactive way to see who is interacting with your brand right in your neighborhood.

With traditional advertising, you are casting a wide net – reaching more people yes – but very few of those are actually your target.  By utilizing a Snapchat filter, you grant your audience not only an awareness of your brand, but also provide the opportunity to play along with it.

Fight the notification fatigue

Now that the majority of the world possesses a smartphone, push notifications are part of our everyday life.  From app sales to news alerts, our phones are going off all the time – to the point where they all sound and look the same.   With geofilters, you are definitely standing out from the crowd.

Millennials and Generation Z are using Snapchat anyway, so you aren’t interrupting a thing.  According to a story cited in The Drum, 79 percent of Gen Z respondents said they used Snapchat at least once per day.  But even more significant than that: 51 percent of respondents said they use Snapchat about 11 times per day.  Filter out the noise by hanging out where they are – literally!

Advertise in real-time

Another glory of these filters is they allow you to advertise in real time.  Being that we are already distracted enough in today’s world, they might miss your shop or restaurant altogether because they are too busy trying to share their experiences. While they are out exploring your neighborhood, you can serve them a filter right outside your storefront.  Hello brand awareness!

Geo-marketing is still a very new way to reach your audience – so the potential for these filters remains untapped.  If you do choose to go this route, just remember to be adaptive and creative – and the rest will take care of itself!

MultiView Team Expert Julie Bernhard

Julie Bernhard

News Briefs Executive Editor

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