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Successful Geofencing Strategies

Do you have ideal customers that typically visit a type of location or attend a specific event? If so, you should consider geofencing as part of your digital advertising strategy.
 
What is geofencing?
Geofencing is digital targeting based on people’s physical activities. Most smartphone users have at least one app on their phone, such as Google or a weather app, that has requested permission to identify their location.
A virtual perimeter or geofence can be created to capture user ids of smartphones within that geofence and send ads to their mobile devices.
Once the geofence is set, ads can begin immediately and be delivered for up to 30 days.
 
Where are ads delivered?
Ads are delivered on apps and mobile browsers people use every day. From apps such as The Weather Channel and Words With Friends to mobile browser sites for news, sports and food channels, ads are delivered when your audience target visits and an ad spot is available.
 
Successful Geofencing Examples
Geofencing is a powerful way to engage people based on hyper-local targeting strategies. Some examples include:

• An auto dealer set up geofences around competing dealerships to capture those leaving new car sales lots. An ad was delivered that offered zero percent financing on a comparable car model.
• Concert and event producers geofenced art and music venues to promote their upcoming events.
• Lawyers geofence areas where their clients “typically are” before they need legal counsel. These include hospitals, jails or courthouses.
• Trade Show Exhibitors who set up geofencing around shows where they exhibit send ads during the show to drive booth traffic and continue after the show to solidify their new relationships.
• Medical practices ask, where are my patients “before they call” and geofence appropriate targets. An orthopedic practice geofenced sports practice locations.  A sleep apnea provider knew that most patients visit several locations before making a decision so they targeted competitor locations.
• Retail stores often geofence competitor locations to attract interested new customers.

 
Think Outside The Box
Build geofences where your customers are likely to be. An insurance company that specializes in boating insurance may want to geofence a boat show. A real estate company may want to geofence a large community event as most people in attendance either live in that area or want to live in that area. Would you like to reach those who travel past your location each day on their way to work? Geofence the street intersection in front of your location during rush hour.
 
Data is Key
Geofencing is one of the most precise ways to deliver digital advertising to the exact audience you want to reach. Even with the geofence, you may still want to eliminate those who are not part of your ideal target audience.
A trade show exhibitor who sells auto manufacturing equipment may be attending a trade show where a variety of industries are in attendance. A data filter can be placed over the geofence so that only those people with professions and job titles in the auto manufacturing industry are included in the geofence.
 
Final Thoughts
The ability to geofence using the latest technology is only half of the equation. Strategy that looks at the entire customer journey and reaches ideal prospects at the right time with the information they need is what makes for successful digital targeting with geofencing as a tactic.