Gone are the days of casting a wide net and hoping for the best.
The success of businesses today hinges on reaching your target audience, who would be most interested in buying your products or services. As a brand or business, you know the challenges of staying ahead in a space where consumers’ preferences are continually changing.
The solution to this puzzle is Geo Fencing—a powerful marketing tool that can target audiences that no other kind of targeting can do.
What is Geo Fencing?
Geo Fencing is about establishing specific geographical boundaries and sending targeted ads to people currently in or within these defined boundaries. Picture this: You own a local coffee shop, and your primary competition is a cafe down the street. You can draw a digital “fence” around your competitor’s location with Geo Fencing. When potential customers enter this area, they will receive ads or promotions on their mobile devices, enticing them to visit your coffee shop instead.
This is the magic of Geo Fencing—connecting with consumers because they are near or have been in your business or competitors’ business.
Competitive Conquesting: Turning the Tables
Competitive Conquesting is a highly effective strategy within the realm of Geo Fencing that empowers you to gain a competitive advantage by targeting consumers who frequent their competitors’ locations. This tactic is not just simple; it’s a game-changer for businesses looking to thrive in a fiercely competitive market.
Imagine owning a fitness gym; your primary goal is to attract members who frequent other gyms in your area. How do you accomplish this without resorting to generic marketing campaigns that may or may not reach your desired audience? This is where Competitive Conquesting steps in. Geo Fencing technology empowers you to identify and target consumers who have recently visited competing gyms in your general vicinity. When these potential customers enter the digital “fence” you’ve strategically set around your competitors’ establishments, you have the unique opportunity to engage with them in a compelling and personalized way.
The Power of Tailored Messages
To continue with the gym owner example, using Competitive Conquesting within your Geo Fencing strategy, you can create and deliver ads highlighting your gym’s distinctive advantages over the competitors your target audience currently frequents. These messages can focus on a variety of compelling selling points, such as:
- Exclusive amenities. Highlight exclusive amenities or equipment your gym offers that are unavailable at your competitor’s location.
- Membership benefits. Emphasize unique benefits or discounts that your gym offers to new members.
- Testimonials or success stories. Share testimonials or success stories from members who have switched and achieved their goals.
- Community and support. Be sure to highlight a sense of belonging, encouragement, and community that your gym offers.
- Discounts and Promotions. Nothing catches attention like a great deal. They’ll click on the ad for this discount, but they’ll commit to the purchase because of all your other offerings.
Even though the name may indicate otherwise, Competitive Conquesting isn’t about aggressive marketing—it’s about building a bridge of trust and familiarity. It invites potential customers to explore a better, more advantageous experience with your business by showing them that you understand their needs and preferences.
Location-Based Mobile Apps: How Powerful are They?
Location-based mobile apps are the unsung heroes at the core of Geo Fencing, responsible for bringing powerful and personalized experiences that can significantly boost your business’s expansion.
- Pinpoint your customers’ location. Let’s paint the picture: A potential customer is strolling through your city, and they have your restaurant app installed on their smartphone. Your restaurant app features an intelligent location-based feature powered by Geo Fencing. As they move around town, their smartphone continuously communicates with GPS satellites, revealing their exact location. Your app can detect that this customer is just a hop and skip away from your restaurant in real time. Once established, this moment triggers events that can benefit your business.
- Personalized offers. Once your app knows a potential customer is within your restaurant’s vicinity, it can deliver personalized and compelling offers tailored to their location. For example: Welcome to Johnny’s! Enjoy a complimentary dessert with your meal today!
- Craft persuasive calls to action. Incorporating location-based mobile apps into your marketing strategy allows you to craft compelling calls to action (CTAs) that resonate with your target customer. These CTAs can include limited-time offers, exclusive accounts, free trials, or other creative initiatives.
Location-based mobile apps are powerful in attracting new customers and nurturing existing relationships to ensure your business remains top-of-mind.
Empowering Consumers with Choice
The ethical use of Geo Fencing and Competitive Conquesting is anchored in empowering consumers with control over their interactions and content reception. Privacy concerns often arise when discussing location-based marketing tactics. Yet it’s essential to understand that these strategies prioritize consumer choice when implemented ethically.
- Opt-In Engagement. Both Geo Fencing and Competitive Conquesting operate under the premise of opt-in engagement. This means that consumers can actively choose to participate in receiving location-based messages. By doing so, they choose the content they wish to engage with, aligning marketing communications with their interests and needs.
- Respect for privacy. This is a non-negotiable. Successful Geo Fencing campaigns respect consumers’ boundaries and preferences. It’s essential to uphold stringent data protection measures, ensuring consumers’ data is handled responsibly and transparently.
By giving consumers the choice to opt in, you empower them to create their own experiences with your brand. Not only will this establish trust, but it will enhance the relevance and value of the messages they receive.
Geo Fencing Beyond Marketing
While Geo Fencing’s primary application is marketing, its uses extend beyond advertising. One example lies in the real estate industry, where technology is invaluable for more than just promotional purposes. Geo Fencing can deliver information regarding available investment opportunities, communicate updates and alterations to residents in a specific geographical area, or streamline the flow of crucial information throughout a community.
Geo Fencing also holds substantial promise across various industries like healthcare and transportation. For instance, Geo Fencing can catalyze enhancing patient care and enable healthcare facilities to offer location-specific information. The same goes for transportation by providing route planning, traffic management, and real-time updates to commuters based on geographic locations.
Geo Fencing is more than just a marketing strategy; it’s the key to unlocking success in a competitive marketplace. By harnessing the power of location-based marketing, businesses can stand out, capture their audience’s attention, and foster a deeper connection with consumers. In an era where relevance is essential, Geo Fencing empowers you to make a meaningful impact.
Geo Fencing offers a cost-effective, efficient, and highly targeted solution that caters to consumers’ preferences as technology evolves. In the ever-shifting landscape of digital marketing, Geo Fencing is the tool that enables businesses to engage with the audience at the right time at the right time, and with the right message.
Create Relevance and Personalized Experiences with AdCellerant
We understand the dynamic nature of the digital marketing landscape—we live it every day! We’re here to help you leverage the full potential of Geo Fencing to help you stay ahead and thrive in the competitive landscape.
Our team of digital marketing experts can help you determine where Geo Fencing can fit into your current strategy. All AdCellerant partners receive expert education through our digital learning platform with access to one-sheets, how-to guides, and training on Geo Fencing so you can feel confident pitching this product to your advertisers.
See it for yourself by booking a no-strings-attached demo with us today.
