Location-based marketing is clearly on an upswing, with more and more marketers leveraging location intelligence to support marketing initiatives. Geofencing is a powerful way to locate and market to high value customers, boosting brand visibility and customer engagement.
What is Geofencing? Geofencing is the use of GPS, bluetooth or radio frequency (RFID) to designate a virtual geographic boundary around a specific area. The system is triggered in real time when people enter or leave the ‘fence,’ and can be used to communicate with people in the fence via text, email, or notification.
How Marketers Can Use Geofencing
Geofencing is the use of GPS, bluetooth or radio frequency (RFID) to designate a virtual geographic boundary around a specific area. The system is triggered in real time when people enter or leave the ‘fence,’ and can be used to communicate with people in the fence via text, email, or notification.
You can conduct trade area analysis by placing geofences around competitors to reveal how often your customers visit them, and what sort of foot traffic they tend to get. Pair this with analysis of your competitor’s deals and incentives to learn how they drive traffic, and apply that knowledge to creating better offers for your customers.
Deliver limited time offers when customers enter your fence to incentivize them to visit your store. You could also offer an extra deal when you need to boost traffic in a part of your store that might be struggling to make sales. For example, use a push notification to alert of a deal in a low-traffic zone, encouraging customers to check it out. Bonus tip: Place a fence around a nearby competitor’s store and send an incentive for your store to draw them back to you.
Geofencing is a great way to gather information on your customers and get a better understanding of your customer base. You can get a sense of how often they visit, the most popular times, and what sort of deals incentivize them to come. You may even get a sense of who your most loyal customers are, and leverage that information by asking them to become a brand advocate or provide a testimonial.
Target Like-minded Crowds
Do some research about where your target audience tends to hangout, and place a geofence around that area to target like-minded crowds. Send timely communication to let that crowd know what your company has to offer. For example, maybe you own a store that sells camping equipment. By placing a geofence around the parking lot of a hiking trail, you can target people who are likely interested in what you have to offer.
Make it fun!
There are a lot of ways to get creative and use geofencing to engage your customers in fun ways. Create games or trivia that are triggered when customers enter your fence. Maybe winning a game provides them with an extra discount or bonus. Or consider creating geofilters that customers can use when they’re in your fence, and that can be easily shared on social media.
Geofencing can help you engage customers in powerful ways. Using the tactics above, you’ll be able to hypertarget customers with content that is very specific to their needs and consistently keep your company top of mind.
Learn more by downloading our Ultimate Guide to Using Location Based Insights for Omnichannel Marketing