geofencing – user's Blog!

Choose Your Moment: Event Targeting

At one time, the two sales secrets to gaining new clients and customers was a finely tuned skill for glad-handing and healthy stock portfolio in shoe leather. Ah, but times have changed.

Thanks to technology, it’s easier than ever to be in with the in crowd and go where the in crowd goes — regardless of whether you are, in fact, in person or not.

Event targeting puts your brand in front of a captive audience that would likely have an interest in your product of service. By using geofencing strategy, event targeting allows you to send your ads to the mobile devices of anyone who enters those fenced parameters during a specific time frame.

Large gatherings such as conferences, trade shows, sporting events, festivals and concerts provide ample opportunities to use event targeting to reach a relevant audience. For example, a local or regional car show is going to draw a crowd of people who are already car enthusiasts, making it an ideal gathering for an area automotive dealer to highlight its latest and greatest deals by sending banner ads to the smartphones of attendees throughout the run of the show and beyond.

The benefits of event marketing are numerous.

You don’t need to have a physical presence

Whether you have a scheduling conflict or the cost of an actual staffed booth space at an event isn’t in your budget, event targeting still allows you to get your brand in front of the audience at the event while you are tending to other business matters.

We suggest using event targeting even if you are able to attend the event. Once you have captured your relevant audience, you can continue to target them for days or weeks after the event has ended, helping keep your company top of mind in purchasing decisions.

It takes advantage of real estate and personal habits

As mentioned, when event marketing is done correctly and strategically, it gives you access to group of people in a single location who are more likely to have an interest in what you are offering. At the same time, it takes advantage of modern habits that have developed alongside technology. On average, Americans check their cellphone 262 times a day— or once every 5.5 minutes — and 83% reported feeling uneasy leaving their cellphones at home. Using event targeting, you can take advantage of high cell phone use and always be in front of your audience, day or night.

It’s a growing form of marketing

Two-thirds of the world’s population are connected by mobile devices, and more than 8 in 10 marketers said location-based advertising and marketing produced growth in their customer base, higher response rates and higher customer engagement. Location data has emerged as one of the most powerful and important data sources. A BIA/Kelsey study forecasts spending on location-based mobile marketing will increase to $38.7 billion in 2022. If you aren’t using this marketing, you risk falling behind competitors.

SaveOn has a team of digital experts that helps our business partners craft ideal event marketing campaigns to bring them wider exposure to the right audiences. Incorporating event targeting can help any business grow their customer base and bottom line. See what we can do for you at saveon.com.

Geofencing Targets Potential Customers in Specific Areas

In his early 20^th century work “Mending Wall,” American poet Robert Frost wrote that “good fences make good neighbors.” Due to the technological advancements of the 21^st century, that phase can be revised to denote that “good geofences make great customers.”

Deploying the wrong marketing strategy for the desired result can have all the grace and subtlety of a Sherman tank. Sometimes the big and noisy scattershot guns need to remain holstered in favor of the surgical and exacting preciseness of the simple scalpel. Geofencing is a digital marketing tool of such delicate and effective accuracy in aim and intention.

Geofencing is a location-based technology that allows a business to define a geographic boundary and then create a virtual barrier around the location that communicates with mobile devices entering the area. That communication can be anything from a text message to an email alert to an app notification.

According to Business 2 Community, mobile ads with geofencing have double the click-through rate, and 53% of shoppers visited a retailer after receiving a location-based message. With geofencing being compatible with 92% of smartphones and the average user spending five hours a day on a mobile device, the odds of finding success with this marketing technique fall greatly in the favor of the brand sending the message.

Used wisely, geofencing can communicate with potential customers who may already be interested in the service or product you offer. Content can be tailored to specifically to customers in the geofence who are already more inclined to be open to receiving information associated with your brand. For example, a vehicle dealership might geofence an automotive show to highlight the dealership’s ongoing offers, promotions or events. This targets an audience base that is likely already interested in your product.

However, the effect of geofencing can take an even more hyperlocal approach by setting up a perimeter around a competitor. Such a tactic provides customers the ability to immediately comparison shop or, at the very least, raises awareness of an alternative local option, according to GeoMarketing.

Finally, geofencing helps to personalize the customer experience by finding desired group of prospects for your business, delivering ads to them and providing businesses with the ability to track the success of converting prospects into customers.

Geofencing can be extremely helpful for businesses looking to generate new leads, promote exclusive offers, distribute information about upcoming sales or events and so much more. Geofencing enables your business to reach an audience of potential customers based on where they are and have been. Whatever your message might be, geofencing allows you to reach an audience of real-world people who are already in the proximity of your brand and who could eventually become loyal, valued customers with the right information while they are there.

SaveOn takes great pride in providing a well-stocked arsenal of marketing options that fit whatever need you have and reach whatever audience you want. For more information on how we can help your business target the right customers, visit saveon.com.