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Introduction
You’ve heard it before—"make it local.” But for brands with hundreds or thousands of locations, turning that idea into real campaigns isn’t simple.
How do you use location based marketing without risking brand inconsistency, operational complexity or fulfillment failure?
The answer: structure.
GearBox® by IRIS Strategic Marketing Support (IRIS) gives marketers the ability to assign campaigns by region, lock brand rules, fulfill signage or print automatically and track everything—so location-based marketing actually gets done.
What Is Location Based Marketing?
Location based marketing refers to campaigns tailored to the specific needs of a geographic area, store, franchise or territory. This can mean:
- Region-specific offers or pricing
- Localized contact info or store hours
- Print signage assigned by store type or layout
- Disclaimers that change based on licensing or compliance zones
It’s not just about targeting digital ads by ZIP code. It’s about giving every location the tools it needs to execute the right campaign at the right time.
How to Use Location Based Marketing With GearBox®
Here’s how marketing teams use GearBox® to bring local campaigns to life—without slowing down execution:
1. Assign Campaigns by Region, Market or Store Type
Only the right teams see the right kits, based on their eligibility, licensing or region.
2. Lock Brand and Legal Elements Into Templates
Logos, disclaimers and layout rules stay untouched—while allowing fields like price, contact or hours to be safely customized.
3. Route Materials to the Right Vendors or Channels
Print signage is fulfilled by store ID, digital assets routed by user type—all from one system.
4. Track Usage and Rollout
See which locations have launched campaigns, what’s been printed and where execution may be falling behind.
Common Challenges (and How GearBox® Solves Them)
Challenge
How GearBox® Solves It
Field teams can’t find the right version
Content is filtered by location, tier or user type
Local edits lead to branding issues
Templates are locked with editable fields only where needed
Print vendors get wrong files
GearBox® routes orders automatically by location
Marketing can’t see who launched what
GearBox® tracks rollout, version and fulfillment in real time
Use Case: Meritage Homes Customizes Marketing by Community
Meritage Homes needed to localize campaign materials by community—each with different pricing, contacts, disclaimers and visual requirements.
With GearBox® by IRIS, they:
- Created master campaigns with pre-set editable fields
- Delivered location-specific kits to sales centers
- Routed materials for fulfillment by community
- Protected brand and legal standards across all content
- Tracked rollout and version control by location
Read the Meritage Homes Case Study
The result: faster launches, consistent messaging and less manual oversight.
Conclusion
If you’re figuring out how to use location based marketing at scale, you need a system—not just a file folder.
GearBox® by IRIS turns campaign strategy into field execution by delivering the right content, with the right rules, to the right locations.
Talk to IRIS to explore how your marketing team can scale location-based campaigns without losing control.
