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Introduction
It’s one thing to segment your audience by ZIP code or DMA—it’s another to actually deliver marketing campaigns that align with your regional business structure.
Most location targeting platforms focus on audience delivery. But for brands with physical locations—retail stores, restaurants, dealers or franchisees—you also need to deliver the right creative, print and signage to the right locations.
That’s where GearBox® by IRIS Strategic Marketing Support (IRIS) steps in. It’s the platform marketers use to assign, protect and fulfill campaigns across every market, location type or store tier—whether you manage 10 locations or 2,000.
Why Location-Based Marketing Needs More Than Media Delivery
Ad platforms let you target users by radius or ZIP code. But what happens when your teams need to:
- Localize offers for specific stores?
- Send signage only to certain markets?
- Allow customization based on region-specific hours, languages or pricing?
- Track adoption of regionally-assigned campaigns?
That’s not ad tech—that’s marketing logistics. And most location targeting platforms don’t handle it.
What the Right Location Targeting Platform for Marketers Should Offer
1. Role and Region-Based Campaign Access
Store managers, dealers or franchisees should only see what’s relevant to their location—nothing more.
2. Template Control With Safe Edits
Let users edit contact info or hours, while protecting your branding, disclaimers and layout structure.
3. Built-In Fulfillment Routing
Assign signage or kits based on location ID or region and automatically route orders to approved vendors.
4. Real-Time Usage and Rollout Tracking
See who launched which campaign, where materials shipped and which markets need support.
How GearBox® by IRIS Powers Location-Based Marketing Execution
GearBox® by IRIS gives distributed marketing teams a platform to control what gets launched, where, and by whom—ensuring consistency without sacrificing flexibility.
With GearBox®, you can:
- Assign campaigns by region, store format or tier
- Allow local customization of select fields only
- Lock in brand standards across every template
- Route print and digital fulfillment by store ID
- Track usage and version control by market
Whether you’re launching a seasonal promotion or a localized rebrand, GearBox® ensures each region gets the right version—on time, on brand and fully traceable.
Use Case: Applebee’s Scales Location-Specific Campaign Kits With GearBox®
Applebee’s needed a way to localize signage, table tents and other materials by restaurant type, market and campaign calendar—without losing control.
With GearBox® by IRIS, they:
- Segmented stores by layout and region
- Delivered location-specific kits automatically
- Protected key brand assets in every template
- Tracked fulfillment and rollout by store
- Reduced time to launch without increasing overhead
Read the Applebee’s Case Study
Conclusion
If you’re a marketer supporting dozens or hundreds of physical locations, you don’t just need audience targeting—you need campaign targeting.
GearBox® by IRIS is the location targeting platform for marketers who support stores, franchises, dealers or regions. It connects the dots between segmentation, execution and tracking—so every market gets what it needs, with less lift from marketing.
Talk to IRIS to explore how your team can scale campaign delivery by location without complexity.
