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Dec 13
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Use Location-Based Marketing to Put Your Brand on the Map – Part 1

By Insights

Location-based marketing is a significant part of any digital marketing strategy today. It works incredibly well for retail campaigns and drives in-store visits in restaurants, car dealerships and consumer brand locations across the globe. We have also established additional ways this technology and tactic can work beyond merely driving traffic into storefronts.

There are some questions worth focusing on with this technology, such as “How?” and “Why?”

The creative or offer in the marketing message must be stunning to break through the digital noise on all the devices that keep consumers connected. But what about the data? Are there privacy concerns? These and other questions make it important to understand what location-based marketing is all about today and how you can make the most of this strategy.

How Truelio and GroundTruth Take Location-Based Marketing to the Next Level

Most agencies like to hide the tools of their trade behind a white-label wall. At Truelio, we like to explain to our clients how the proverbial sausage is made. Transparency is a creed that we live by.

Regarding location-based marketing, we have a strategic partnership with a company called GroundTruth. GroundTruth uses a combination of first-party data and mobile device location to target prospective audiences based on where they go in the physical world; it also considers the specific market segments to which those audiences belong. This enables businesses to hyper-target their audiences using consistently accurate and relevant information.

Truelio GroundTruth

How It Works

Let’s say that I am a male in his early 40s who works in the marketing and advertising industry. I like craft beer, the outdoors, great food and Americana music. Also, I geek out on cooking videos on YouTube, Instagram and TikTok. So, if there is an opportunity for a craft beer brand to market to me with the IPA du-jour, they have found their match.

But how exactly do they identify me by location? If my device has been near a microbrewery, pub, or package shop, and I fit the targeting criteria, BOOM! The brand, in this case, can advertise to me. If I enter the location that sells their version of the craft beer du-jour, then a store visit occurs within the conversion zone set up within the campaign.

That’s right—analytics shows a probable conversion at the point of sale when there is no connection between campaign attribution and the point-of-sale system within the retail location.

Helping Local Businesses Connect With All Audiences

The partnership between Truelio and GroundTruth aims to supercharge businesses’ location-based marketing efforts. With the ever-changing marketing landscape, including the disappearance of third-party cookies, brands must be able to adapt accordingly. With the help of solutions from Truelio and GroundTruth, you’ll be able to get the best results from your marketing campaigns with the latest innovations.

Whether you’re a smaller business looking to dominate a specific service area or a larger company looking to branch out nationally or internationally, our location-based marketing tools give you what you need to flourish.

Discover the Benefits of Working With Truelio and GroundTruth

There are plenty of ways you can benefit from our solutions to improve your location-based marketing strategy. For example, you can use our inclement weather bid strategy to advertise weather-dependent businesses at the right time. A variety of industries also get the help they need to reach their audiences and drive traffic, including everything from veterinary care to construction.

Do you want to learn more about how our partnership with GroundTruth is revolutionizing location-based marketing for businesses of all kinds? If so, then tune into part two of this series to explore these tools in greater depth.

Nov 16
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Opt Outside with REI

By Insights

Why REI® Decided to Close Every Black Friday – And Its Possible Impact

Since 2015, REI has remained closed on Black Friday as part of their Opt Outside movement. Initially developed as a stand against American consumerism of Black Friday, the messaging around #OptOutside was inclusive of everyone (customers and employees) who would benefit from not being able to shop at REI stores (and spending time outdoors instead). Last month, the specialty outdoor retailer announced the anti-Black Friday movement would be a permanent fixture confirming something quite remarkable: for this Black Friday and every Black Friday thereafter, REI will forgo sales at all locations and instead pay its more than 16,000 employees to enjoy time outside.

REI Is Staying Closed This Black Friday — And So Are We!

Eric Artz, the company’s President and CEO summarized their stance quite nicely stating, “Opt Outside has always been about prioritizing the experience of our employees — choosing the benefits of time outside over a day of consumption and sales. When we first introduced this movement, it was considered revolutionary for a retail brand, but we felt it was the right thing to do for our members and employees. Making Opt Outside an annual observance will serve as a yearly reminder of this commitment to doing the right thing for the co-op community.”

How the Decision Supports Their Employee-Centric Culture and Mission

REI’s decision to permanently close its doors on Black Friday is a huge win for its employees and culture. While other retailers obsess over making more sales and devote less on culture, REI chose to invest in its very brand principals and use their Opt Outside movement as an opportunity to reinforce their corporate purpose.  Since its inception, the company has been encouraging people to get outside and enjoy nature for years. So, what better way to do that than by closing their doors on the biggest shopping day of the year? By paying their employees to enjoy the outdoors rather than working the day following Thanksgiving, they simultaneously demonstrate employee-centricity while whole-heartedly embracing their ethos. REI also continues to invest in the infrastructure that makes outdoor life possible for both employees and customers – and the results have been extraordinary. Since the Opt-Outside policy was launched seven years ago, REI has grown to 16,000 employees and 21.5 million members. Most importantly, the movement continues to send a powerful message about the importance of culture and remaining attentive to how your corporate purpose intersects with your most important asset – your people.

The Customer Impact

The multi-million dollar question is what impact will REI’s decision to permanently close on Black Friday have on customer loyalty? Some predict it will only make the company more appealing to its customers, as the decision aligns perfectly with the growing distaste many consumers have for the day’s annual shopping craze – all the while passionately reinforcing its very purpose.  REI hopes its stance will inspire customers and other companies to rethink Black Friday and perhaps embrace a strategy with a more seasonal spirit. Others are concerned that it will make REI seem a soft target since other retailers will remain open for business. That being said, the company’s website remains open for business. With Black Friday becoming increasingly an online shopping event, REI’s move to close its physical stores is more a stamp of approval of online retail than an indictment of the day itself. REI shoppers can continue placing online orders that will immediately process the following day and honor traditional Black Friday savings.  In the end, what REI will potentially lose in the day’s sales will likely be exceeded in brand goodwill and gaining further brand loyalty among its greatest customers.

Truelio Applauds REI’s Decision

As a brand experience, digital marketing and technology agency, we keenly understand the importance of culture and the critical role it plays in gaining employee and customer loyalty. Great cultures attract great talent, which in turn inspire better creativity and incredible partner relationships. You may have noticed that we recently adopted “Where Passion Meets Purpose” as our brand mantra. Similar to REI’s Opt Outside, it’s a constant reminder of remaining true to our culture and our purpose. Too often, company’s lose sight of their values and mission. REI’s stance is a valuable reminder that great things happen when you remain authentic to who you are and what you stand for.

As with every Black Friday, Truelio’s offices will be closed so our colleagues can enjoy the time with their families – and to escape to the great outdoors.

#ThatsSoTruelio #OptOutside

Brian Fallers

Brian Fallers
Chief Brand Officer

Patrick Blanchard

Patrick Blanchard
VP, Interactive Marketing

Randy Dawson

Randy Dawson
Chief Marketing Officer

Sep 23
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Dynamic Marketing Systems Strengthens Executive Leadership Team With Appointments of Tracy Murgash as Chief Operating Officer and Brian Fallers as Chief Brand Officer

By Insights

Dynamic Marketing Systems (DMS), a leading interactive marketing, brand experience and technology transformation agency, announced today the promotion of Tracy Murgash to Chief Operating Officer (COO) and Brian Fallers to Chief Brand Officer (CBO). The two executive leadership appointments are new roles within the organization and reflect the firm’s continued expansion and positioning for future growth.

“This has been a transformational period for DMS. As we continue to meet the evolving needs of our clients, Tracy and Brian will be instrumental in collaborating across our organization to deliver creativity, innovation and process improvements while driving an enhanced focus on our own marketing and brand efforts,” stated John Kauffman, DMS’ President. “We understand that at our essence, we are a relationship-based firm driven by the success of our clients. These two promotions, as well as the tremendous additions we made earlier this year, will not only enhance our current capabilities but position our company for a new and exciting chapter which we’ll be sharing in the months ahead.”

Murgash’s experience with DMS spans over a decade and includes her most recent leadership role as Senior Vice President of Client Development. She joined DMS in 2017 following senior account leadership roles at Aon Risk Solutions and Barclays, both of which she was also a DMS client. As the company’s Chief Operations Officer, Murgash will be responsible for directing daily business operations, supporting operational policies and compliance procedures, and overseeing client services and the day-to-day activity of DMS employees. She will continue to work closely with existing clients to drive growth initiatives while collaborating with potential new clients to expand their business.  

Prior to joining DMS, Fallers was Founder and Chief Brand Officer at Muse Marketing + Creative (Muse). He joined the company as part of Muse’s recent merger with DMS in January. Over the past two decades, he’s partnered with many of the world’s leading brands to develop and launch highly successful brand, communications and integrated marketing initiatives. His background includes brand management, creative direction and strategy, campaign execution, content creation, sales enablement, event management and corporate communications. As DMS’ Chief Brand Officer, Fallers will oversee and drive the company’s internal and external identity and communication guidelines as well as provide additional leadership on client brand initiatives and creative development.  

Visit www.DiscoverDMS.com to learn more about the company’s experience, capabilities and broad suite of interactive marketing, creative, brand and technology solutions.  

DMS Media Contact
Randy Dawson
Chief Marketing Officer
Tel: 770.407.6302
randy.dawson@dymasys.com

About Dynamic Marketing Systems (DMS) 
DMS is a leading full-service interactive marketing, brand experience and technology transformation agency. Based in Atlanta (GA) with a growing footprint across the U.S., we are a collective group of creative strategists, brand specialists and digital experts. For over two decades, our partnership-based culture has helped many of the world’s leading brands deliver extraordinary experiences that inspire growth and make a difference in the lives of their customers. Visit DiscoverDMS.com to learn more about our broad suite of services and solutions. 

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