Unlock the Potential of Geofencing for Your Business
Geofencing stands at the forefront of location-based digital marketing, offering a dynamic way to engage with customers through targeted messaging within specific geographical boundaries. Utilizing advanced technologies like GPS, Wi-Fi, RFID, or Bluetooth beacons, geofencing enables the creation of virtual perimeters around a designated location, unlocking a myriad of possibilities for direct marketing and customer engagement.
How Geofencing Elevates Marketing Strategies
Setting the Stage with Geofencing
- Creating Virtual Boundaries: Marketers establish a geofence around a strategic location—be it a store, event, or competitor’s venue—to pinpoint where potential customers are most likely to be.
- Activating Targeted Actions: The system is designed to trigger specific marketing actions—sending push notifications, SMS, or ads—when a mobile device crosses into or out of the geofenced area.
- Delivering Timely Messages: This direct form of communication allows for the delivery of promotional content precisely when potential customers are in the vicinity, enhancing the relevance and impact of the message.
Strategic Applications of Geofencing
1. Competitor Conquesting: Turn competitors’ locations into opportunities by sending compelling offers to customers as they visit rival stores, subtly guiding them towards your business.
2. Event Targeting: Capitalize on industry-related events by targeting attendees with ads and offers, effectively drawing interest to your online platforms or promotions.
3. Retargeting Visitors: Keep your brand top-of-mind by continuing to target individuals who have visited specific locations with relevant ads, encouraging them to engage with your online presence.
4. Focusing on High-Interest Areas: For businesses with niche markets, geofencing around related venues like gyms for fitness retailers ensures your messages reach a highly interested audience.
5. Behavioral Pattern Targeting: Analyze the data collected from geofenced areas to tailor your marketing efforts based on the observed behaviors and preferences of potential customers.
6. Exclusive Location-Based Offers: Entice customers with special promotions available only within a certain area, adding value to their immediate experience.
7. Collaborations with Complementary Businesses: By geofencing areas related to complementary services, like real estate agencies for furniture retailers, you can target customers at critical decision-making moments.
Why Choose Geofencing with NuSpark?
Geofencing is more than just technology—it’s a strategic tool that, when wielded with expertise, can significantly enhance your marketing outreach and customer engagement. With NuSpark, you gain:
- A partner adept at navigating the intricacies of location-based marketing.
- Customized strategies that align with your business goals and target audience.
- Access to state-of-the-art technology for precise targeting and impactful messaging.
Transform Your Digital Marketing Approach
Ready to explore how geofencing can revolutionize your marketing efforts? Contact NuSpark today and discover the power of strategic location-based advertising designed to connect with your audience in meaningful ways.
EXAMPLE CASE STUDIES
Retail: Macy’s launches a geofencing campaign around its key locations. When potential customers enter this geofenced area, they receive a push notification on their mobile devices offering them a 20% discount on their next in-store purchase.
Automotive: Ford dealerships geofence competing car dealerships. When customers visit these rival locations, they receive targeted ads for special leasing deals or low financing options on Ford vehicles, encouraging them to reconsider their options.
Restaurant: A local pizza joint creates a geofence around nearby college campuses and sports venues. When people enter these geofenced areas, they receive a pop-up ad offering a buy one get one free deal on pizzas.
Real Estate: A real estate company sets up geofences around its listed properties. When potential buyers enter the geofenced area, they receive targeted ads offering virtual tours, open house invitations, or information about a price reduction.
Travel & Tourism: An airline company sets up a geofence around major airports. When people are detected within the geofence, they receive a targeted ad offering a discount on their next flight booking or an upgrade offer for their existing reservation.
Healthcare: A pharmacy chain creates a geofence around doctors’ clinics and hospitals. When patients check out and enter the geofenced area, they receive a coupon for a discount on over-the-counter medication or wellness products.
Fitness: A local gym geofences a radius around fast food chains and sends out targeted ads offering a free one-week trial membership, motivating people to opt for healthier lifestyle choices.
Grocery: A supermarket chain geofences its store locations. When customers enter the geofenced area, they receive personalized deals based on their past shopping behavior, like a discount on their frequently bought items.
Event Venues: A concert venue sets up a geofence during a specific event. Attendees within the geofenced area receive targeted ads for upcoming events or offers on food and drink inside the venue.
Education: A university sets up a geofence during a campus tour or open house. Visitors receive targeted ads on their mobile devices offering application fee waivers or information on scholarship opportunities.
We utilize a number of platforms and vendors depending on need and budget. What we’ll do at NuSpark is help plan the strategy, the creative, and the tracking. In detail:
Featured Solution: Geoframing with ElToro. Cookieless targeting ad platform.
The El Toro MatchBack Analysis is a free reporting option that identifies one-to-one conversions and simplifies calculating return on ad spend (ROAS) to understand the impact of marketing budget with El Toro. Since El Toro matches IP addresses at the physical address level, they can provide unparalleled granularity in their reporting since they know exactly who is included in the target audience. This process is entirely cookie-free; they simply need a sales file containing address data (address 1 and ZIP code) to match against the targeted audience.
El Toro’s MatchBack reporting solution validates the proficiency of their technology. They use them to display the post-campaign results and the direct impact of your advertisements. Clients usually receive these within a fortnight after their campaign concludes. To gauge the efficacy of the campaigns, clients share sales reports with El Toro for its duration. They then juxtapose this with their ad metrics. This comparison against their targeted audience reveals genuine ROI.
MatchBack metrics have two primary sections for assessment: a target group and a control group. The target group comprises of those they matched IP addresses to and served ads. In contrast, the control group includes those they couldn’t match IPs and consequently, didn’t serve ads to. El Toro maintains this distinction to uphold transparency, enabling clients to see the comprehensive benefits of their technology.
Two example reports are below, but better to meet with me and El Toro to review in more detail.