Location Based Targeting Platform Built for Real-World Execution

 Introduction

“Targeting by location” usually refers to digital ads. But for brands with franchisees, retail partners or dealers, location targeting must go further—it should power what signage a store receives, what templates they access, and what content they’re allowed to edit.

This requires more than an ad server. It needs an operational system.

GearBox® by IRIS Strategic Marketing Support (IRIS) is that system—a location based targeting platform designed to bridge campaign planning with field execution.

What Is a Location Based Targeting Platform?

A location based targeting platform helps marketing teams control which assets, campaigns and messages are delivered to specific stores, partners or regions—based on real operational data.

This includes:

• Store type or tier
  
  
• Licensing region
  
  
• Service area or signage footprint
  
  
• Promotional eligibility
  
  
• Local compliance rules
  
  
• Vendor routing preferences
  
  

In GearBox®, these are all tied to the location profile—so marketers can deliver campaigns with precision and speed.

Why Typical Tools Don’t Enable True Location-Based Execution

1. Digital-Only Focus
Most platforms focus on geo-targeted ads, but ignore signage, print and in-store campaign support.

2. No Link Between Store Data and Marketing
Spreadsheets are still used to assign kits—creating delays, confusion and fulfillment errors.

3. One-Size-Fits-All Rollouts
Campaigns go live nationally even when regional customization is required—leading to incorrect offers or compliance issues.

4. No Vendor Routing Logic
Even if creative is right, routing print or signage to the right vendor by region is still manual.

How GearBox® by IRIS Functions as a Location Based Targeting Platform

GearBox® by IRIS structures every location with a rich profile. Campaigns, templates and fulfillment rules are assigned automatically based on that data.

Here’s how it works:

• Store IDs are tagged by tier, format, region and licensing
  
  
• Campaign kits are segmented and assigned accordingly
  
  
• Editable fields allow for local hours or pricing—while protecting branding and legal language
  
  
• Approved vendors are routed materials automatically by region
  
  
• Marketing teams can see what was used, when and where
  
  

It’s targeting that leads to real fulfillment, not just audience segments.

Use Case: Ply Gem Campaign Fulfillment by Dealer Type

Ply Gem needed a way to push campaign materials to a wide variety of dealers—each with different branding permissions, signage specs and service areas.

With GearBox® by IRIS, they:

• Tagged dealers by partner type and region
  
  
• Assigned kits based on those profiles
  
  
• Allowed editable templates with locked legal and brand content
  
  
• Routed fulfillment to the right signage vendors by region
  
  
• Tracked campaign engagement and rollout metrics by dealer
  
  

Read the Ply Gem Case Study

It turned static marketing plans into real execution—dealer by dealer.

Conclusion

A location based targeting platform is only useful if it connects data to action. For franchise brands, dealers or retail networks, execution matters more than impressions.

GearBox® by IRIS gives you a way to localize campaigns, control rollout and deliver compliance—without slowing down marketing.

Talk to IRIS to power your next campaign with accurate location targeting and field-ready fulfillment.