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Introduction
Whether you're running a franchise brand, managing multiple dealer locations, or executing campaigns for regional partners, your mobile advertising needs to do more than reach users. It needs to direct them to the right place—a store, a restaurant, or a local event.
That’s where location based targeting on mobile comes in.
It’s not just about geofencing. It’s about syncing your campaign strategy with your marketing logistics platform, so your offer reaches the right person—and shows up in the store window, digital menu, or mobile ad—at the same time.
That’s the kind of execution GearBox® by IRIS Strategic Marketing Support (IRIS) is built to support.
What Is Location Based Targeting on Mobile?
Location based targeting mobile refers to the practice of delivering digital advertising based on a user’s geographic position—using GPS, Wi-Fi, Bluetooth, or IP data.
In distributed brand marketing, that can look like:
- Delivering mobile ads to users within 2 miles of a franchise location
- Promoting region-specific offers that reflect local inventory or pricing
- Running mobile campaigns tied to event-based or seasonal promotions
- Geo-targeting campaigns by store format, license type or market tier
But for mobile targeting to work, your assets, signage, and in-store campaigns need to align.
Why Local Campaigns Fall Apart Without Coordination
1. Ads Say One Thing, Stores Say Another
A mobile ad promotes a $5 combo—but the signage in-store still shows last month’s price.
2. Offers Aren’t Available in Every Market
Campaigns run nationally, but don’t reflect local availability, leading to confusion and missed opportunities.
3. Fulfillment Lags Behind
By the time signage kits or print materials arrive, the mobile push has already ended.
4. No Visibility Into Regional Engagement
Marketing leaders don’t know which locations are participating, or whether materials made it into market.
How GearBox® by IRIS Supports Location-Based Mobile Campaigns
GearBox® gives marketing teams the ability to plan mobile campaigns in lockstep with field execution.
With GearBox®, you can:
- Assign digital and print assets by store region, license or location type
- Lock templates while allowing local offers, pricing or contact info
- Route signage and print materials by campaign window
- Filter campaigns so field teams only see what applies to them
- Track usage, rollout timing and adoption across markets
So your mobile targeting doesn’t just reach the right phone—it activates the right store.
Use Case: Applebee’s Aligns Mobile Offers With In-Store Signage
Applebee’s runs campaigns tied to national events, local offers and time-sensitive promotions. They needed a way to ensure in-app messaging and physical signage were always in sync.
With GearBox® by IRIS, Applebee’s:
- Filtered campaign assets by restaurant location and format
- Customized regional promotions without risking brand consistency
- Delivered signage kits timed with mobile campaign launches
- Ensured franchisees had only the assets relevant to their markets
- Tracked execution across hundreds of locations
Read the full Applebee’s Case Study
The result: fewer mismatches between digital campaigns and physical presence—and stronger offer performance in every market.
Conclusion
Location based targeting mobile campaigns only succeed when backed by a platform that supports field execution.
GearBox® by IRIS makes sure every mobile campaign is matched by accurate, localized signage, in-store materials and fulfillment—so marketing isn't just delivered, it's activated.
Talk to IRIS to learn how your team can connect mobile targeting with marketing logistics.
