Technology has made it easier than ever to find out about your website users or prospects.
This data can inform your product development and marketing efforts, and thus help you drive better results from your investment.
And, the tools just keep getting better, allowing for better targeting and ad placements. It’s now possible to do things with advertising once only imagined.
El Toro is just such a tool. You can use it to reach your target customer in unique and powerful ways that would be impossible with other ad platforms.
What can El Toro do for you? Read on.
What is El Toro?
“Technology is changing the way marketers connect with their target audiences.” We hear statements like this all the time, but what exactly does it mean?
In the case of El Toro, it’s an advertising platform that enables you to connect with your prospects on a more personal level, at home. It matches up IP addresses to physical addresses to empower businesses to market to their prospects one-to-one. El Toro does this by using robust offline data instead of cookies.
This gives a whole new meaning to personalized marketing. El Toro brings direct mail and digital advertising together in a meaningful way.
Products Offered by El Toro
El Toro provides a variety of solutions depending on your needs. Here is an explanation of each.
Household IP Targeting
With other forms of advertising, you may end up reaching non-human users, which can skew your results and cost you money. IP Targeting dramatically reduces these instances.
El Toro has many case studies on their website that demonstrates the power of IP Targeting. One example is Buffalo Wild Wings. They had a new location opening and wanted to build awareness in the surrounding area. By utilizing a combination of direct mail and IP Targeting, they achieved a 0.1% click-through rate. The IP-targeted ads also led to 35% more likely to enter the restaurant to claim the offer.
A lot of people come to your website. Unfortunately, many will leave without ever signing up for email communication or purchasing anything. Typically, there are no effective means of reconnecting with these visitors.
This is where Reverse Append fits in. With this algorithm, El Toro can determine the physical home or office address of prospects coming to your site. You can then send them a targeted direct mail piece to stimulate interest and more business. Since you can set trigger points for your campaign, you’ll be wasting less money on visitors that bounced right off your site upon arrival. You can define exactly who you’d like to get in front of a second time.
Reverse Append gives you an opportunity to reconnect with website visitors who may not purchase from you otherwise. This represents a massive opportunity when you consider how many people never take action on your website.
Do you regularly hold or attend events and conferences? Then Venue Replay might be just the tech you’ve been looking for. It allows you to capture device IDs at the events people attend, and even where they work, study, or shop. With El Toro’s proprietary “geoframing,” it’s possible to connect with audiences from events that occurred up to six months prior.
Let’s say, for instance, that you host a yearly trade show for your industry, and you’d like to connect with more of the people that walked through the doors. Using Venue Replay, you could serve a targeted ad to them letting them know of a particular limited-time promotion they could take advantage of.
Since you can get in touch with past event attendees, Venue Replay is also helpful when you’re looking to promote an upcoming event and encourage return visits.
Digital New Movers
The problem with customers is that they move around. They don’t sit still. This adds some complexity to the idea of reaching the right people with the right message at the right time, which is the job of the modern marketer. According to EL Toro, 450,000 people move every week in the United States. That’s an incredibly high number of people.
Why would you want to target movers? Because they tend to make a lot of purchases before, during, and after their move. Depending on the services or products you offer, these might be the exact people you’d want to target. With Digital New Movers, you can advertise to your prospects for six or 12 months, and choose whether you want to target those who are about to move, those whose house is in escrow, or those who’ve just moved.
On their case studies page, El Toro shares about a pest control company in Florida that utilized Digital New Movers. The company targeted people moving to a specific neighborhood because they were likely to require their services. The Digital New Movers campaign yielded 54 sales and accounted for 18% of the total sales the pest control company generated during that time.
One of the great things about El Toro is the ability to target households. But like Venue Replay, with Captive Audience, you can target places where people commonly gather: hotels, airports, college campuses, and many other busy locations. When people visit websites at these sites, targeted ads can be served to them.
There are many ways to use Captive Audience to reach your prospects. For instance, if you’re targeting a particular college demographic, then the ability to home in on just campuses gives you a massive advantage with your ad campaigns.
Captive Audience gives you the opportunity to get creative with your ads.
Out Of Home
Out Of Home combines a mobile device’s data with a physical address to flesh out the consumer profile. This allows El Toro to deliver ads on a prospect’s phone or even an out-of-home screen.
With mobile device adoption growing fast, the ability to market effectively to phones and tablets has never been more important. Out Of Home puts the power back in the hands of the marketer.
It has often been said that marketing to existing customers is less expensive and more profitable than generating new leads and customers. Out Of Home offers an excellent opportunity to target customers who’ve already purchased from you and let them know about an upcoming promotion or special.
Have you ever wanted to reach the neighbors of your prospect? In some cases, it’s safe to assume people living in the same area could also be interested in your product or service offering, especially if their household incomes and lifestyles are similar.
With Digital Canvassing, the El Toro mapping and IP Targeting technologies are used to determine what homes in the area to deliver your advertising to.
Let’s say, for instance, that you run a boat company. One of your prospects is in a wealthy neighborhood, and they decide to purchase from you. Is it conceivable that others in that neighborhood may also be looking to buy a boat? It may be worth marketing to people living in the area, especially if they have yet to buy their first boat and there are bodies of water suitable for recreation nearby.
This is the type of scenario where Digital Canvassing could prove particularly effective.
What Industries is El Toro Good For?
El Toro technology could be utilized in a variety of situations. It’s possible you’re already beginning to brainstorm how it could benefit your business.
On their website, El Toro indicates that the top industries using IP Targeting include: Political, banking and finance, healthcare and pharmaceuticals, automotive and marine, media and broadcasting, technology, consumer products, sports and entertainment, non-profit organizations, home services, government, direct marketers, public traded, and ad agencies.
It’s worth looking at their case studies as well, which shows how their platform has benefited businesses in a variety of sectors: University, financial institution, retail, bar and grill, health and beauty, sports entertainment, and so on.
Some businesses are still struggling to find their footing with online advertising. If this describes you, then know that it can be incredibly useful given the right situation. You will need to experiment and optimize, as ads are rarely effective out of the gate, but with some patience and diligence, virtually any business can harness the power of ads.
What El Toro does is help you take your advertising game to the next level. If you’ve seen success with your Google and social media campaigns, then you can quickly optimize and improve upon the return you already see with El Toro’s technology.
If you’re an agency that’s looking to extend its advertising, then El Toro is worth a look.
Are you using El Toro to promote your business? Are you thinking about utilizing their services for a future campaign?
Let us know in the comments below.