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Introduction
For brands supporting multiple markets—whether through franchisees, dealers or local offices—location based marketing is more than a trend. It’s a requirement.
Different regions have different offers. Different store types need different kits. Local teams expect speed, relevance and flexibility—and corporate teams still need brand control and visibility.
At IRIS Strategic Marketing Support (IRIS), we help marketing teams deliver campaigns that are precise, protected and trackable. GearBox® by IRIS supports location based marketing by assigning campaigns by region, customizing templates by market and tracking fulfillment through one centralized system.
What Is Location Based Marketing?
Location based marketing means customizing campaigns for specific markets or store types based on geography, performance, licensing or field needs. It’s about delivering the right message, with the right creative, to the right audience—without losing time or brand control.
This can mean:
- Assigning a signage kit to urban stores but not rural
- Giving California dealers legal copy different from Texas
- Allowing regional teams to update pricing based on local costs
- Tracking fulfillment timelines by territory or campaign zone
For distributed marketing teams, it’s the only way to scale campaigns without compromise.
The Key Benefits of Location Based Marketing
1. Higher Campaign Relevance
Generic signage doesn’t resonate. When teams receive materials tailored to their market—promos they can actually use, offers that align with store performance—they launch faster and with more impact.
2. Faster Execution Across Stores or Regions
When the materials fit the store’s needs, teams don’t need to ask questions, request changes or improvise. They just launch.
That speeds up execution across the entire network.
3. Reduced Customization Risk
If your system controls what can be edited—store hours, pricing, contact info—while locking what can’t—logos, disclaimers—you empower local action without brand drift.
4. Easier Compliance Across Geographies
When campaigns are segmented by region, legal standards and licensing differences can be built in.
That keeps marketing teams out of compliance reviews and out of risk.
5. Better Performance Insights by Region
When you track usage and fulfillment by geography, you can see what’s working, what’s lagging and where support is needed.
That’s the kind of visibility most shared folders or DIY tools can’t provide.
How GearBox® by IRIS Enables Location Based Marketing at Scale
GearBox® by IRIS is built to support location-specific marketing—not just asset storage, but real campaign delivery, customization and fulfillment.
It supports:
- Kit assignment by region, market or store tier
- Template customization with locked fields to prevent brand and legal edits
- Real-time usage tracking by location to measure campaign adoption
- Routing to vendors by geography for signage and print materials
- Campaign filtering so users only see what’s relevant to their role or location
This means the right teams get the right tools—without clutter, confusion or compliance risks.
Use Case: Meritage Homes Used GearBox® to Customize Marketing by Region
Meritage Homes operates across multiple housing markets, each with different buyer needs, promotional offers and signage regulations.
With GearBox® by IRIS, Meritage was able to:
- Assign campaign assets by region and model type
- Limit editing access to protect layout and disclosures
- Route final signage to printers by geography
- Track which communities launched which campaigns
- Ensure all regions used compliant templates with localized content
Read the Meritage Homes Case Study
This allowed their marketing team to operate nationally while executing locally—with confidence.
Conclusion
The benefits of location based marketing go far beyond personalization. For distributed marketing teams, it means campaigns that actually launch on time, in the right format, with the right messaging—and GearBox® by IRIS makes that possible.
When you manage hundreds of markets, it’s not enough to create campaigns. You need to structure them for action—and track their rollout.
Talk to IRIS to see how location targeting can unlock speed, control and visibility for your brand.
