Geofencing: Sporting Events And Concerts

Advertising at an event is expensive and has a very short lifespan.  Geofencing provides marketing opportunities to target fans at the event and when they leave.

Copley Advertising can tag all the smartphones at any event or concert.  Let’s say that the New York Knicks are playing at Madison Square Garden.  We would tag all the smartphones at the game.  An ad can be placed on each phone.  If the users clicks on the ad their ID is placed in a retargeting folder for future marketing.

Geofencing is highly targeted, and due to the lower CPC, the ROI of each marketing dollar spent is 2x to 5x greater than traditional marketing.  The key to location marketing is that you are reaching your demographic in a set area.  Copley Advertising can break down the demographic for any event.  If the event fits your buyer persona we can geofence the event.  You have now captured your customer and have the ability to continue to serve ads to them after the event is over.  Copley Advertising can follow a sports team or music act across the country.  We are able to reach your demographic in each location.

Mobile marketing campaigns launched using mobile geofencing can be automated. The only variables that need to be entered are the location and date/time of the targeted event-goers.  Copley Advertising optimizes the campaign in real time.  We drill down to app placement, creative click thru, OS, and SSP networks.  As the campaign continues it becomes effective and efficient.

By mobile geofencing an event you can place offers that will drive ticket holders to your store or restaurant.  “Come after the game and get $5 off!”.   If the client geofences a team during every home game they will train the fans that their destination is a must after each game.  They become an important part of the event’s marketing without paying the huge event markup.

If you look at the crowd during a sporting event or concert you will see a sea of people on their smartphones.  Now imagine for a small marketing budget they are seeing your ad. You didn’t have to pay for the overpriced in-stadium signage.  And you can follow your demographic home and continue to deliver ads to them after the game.

Questions?  info@copleyadvertising.com.  (617) 651-2249.

Geofencing for Building Contractors

Geofencing can be used in numerous ways and its use for marketing campaigns and increasing interaction between businesses and the right prospects is increasing almost daily. Helping customers find you are one of the most common ways that geofencing has been used – alerting a customer who has stepped into a shopping mall of your great offer is becoming common practice, but what if you could target areas by weather patterns? It’s now possible to do just that by setting up impressions that are switched on or off by the weather forecast.

Timing is everything

Creating customer engagement based on someone’s exact location and current situation leads to a meaningful advert or communication. Imagine being able to send a message about your house repair services or DIY products to families in areas that have just been hit by severe storms.

A well-timed advert or message about your services to someone likely to need exactly what you are offering – construction services or DIY products for repairs for example – will put you at the fore of a customer’s mind right when they are thinking about work they need to have done. The figures back it up too – Secondary Action Rates, meaning people who visit a store or take some other action after seeing an ad are more than twice as likely with geofencing. What’s more, home and trade services rank amongst the industries receiving the highest secondary action rates.

Meet your customer’s needs right where they are

Going a step further than simply attracting customers to you with timely notifications, geofencing linked to weather forecasting allows for timely and relevant information that potential customers can use in emergency or severe weather situations. Because geofencing is flexible you are able to adapt the area that impressions are being sent to relatively easily making sure you are able to reach the most likely candidates for your services, be they upscale areas experiencing high winds and storm damage, or areas where DIY renovations are on the increase.

Build Trust Quickly

Businesses that are quick to respond with a tailored offer and can specifically target an area that needs the service they provide have a foot in the door when building trust with the consumer and are more successful at turning that prospective sale into a valued customer.

Given that 60% of consumers look for local information on their phones and around 75% of Americans own a smartphone, this is especially relevant for large national contractors, or big box stores who want to find business outside of their base area, and still, have a local feel.

Simply giving potential customers all the information they need to find you when it comes time to repair the damage caused by a storm, flood, fire or other weather related event begins building the foundation of trust needed for customers to contract expensive work or purchase big ticket items from big box stores such as Home Depot.

Copley Advertising has a team of geofencing experts who are able to help you create an effective campaign that follows the weather forecasts around the country. They can do all of the technical work for you and make the magic happen.  Have questions?  info@copleyadvertising.com

How car dealerships are using geofencing

The implementation of geofencing in car dealership’s marketing programs has been talked about for some time now, but it’s only in recently that the technology has allowed programs geared to the car and truck industry.  Geofencing uses GPS/RFID technology to create geographic boundaries. When a mobile phone enters the target area the desired the phone is tagged and Copley Advertising has the ability to place ads on the smartphone.

The mobile phones of users would be targeted when they enter the auto dealerships.  The customers will be informed of the top deals that they might have missed and special mobile offers. The sales team may not have enough manpower to attend to every single customer that walks in, but mobile geofencing ensures no customer is left without a pitch being made.

The most powerful program for auto dealers is geo-conquesting.  Copley Advertising can geofence all competing car dealerships and tag smartphones in the dealership.  As customers are on the smartphones they will see your ad.  Call to Action creative can include weekend only rebates and call before you buy.  Plus if the tagged user engages with the ad we can capture their ID and place it in our retargeting folder.

Marketing campaigns can also be launched to targeted neighborhoods that are within close proximity of the auto dealerships. A seven-mile geofence around each dealership is recomeneded as over 80% of the dealership customers live within seven miles of the dealership.

Geotargeting also allows a car dealership to target customers based on demographics. For example, used cars might be targeted to students living on a college campus, whereas family based neighborhood advertising an SUV might make more sense.

The targeted nature of geofencing allows car dealerships to place themselves on the map without putting a big dent in their spending budget.   Email us at info@copleyadvertising.com to learn more about Copley Advertising geofencing programs for car dealerships.

Geofencing for trade shows

Excitement bubbles through your veins. You’ve spent months perfecting your product. Now, it’s time to present it to some of the leading retailers and angel investors at a trade show. Reality hits. Thousands of other startups are also trying to grab the attention of these instrumental people.  You have to find a way to lure them in…a way to stand out and get them to pay attention. Geofencing is your answer. The following tips can help you leverage the power of geofencing at your next trade show.

Have a Clear Call to Action

Location based advertising feeds impulsive decisions.  Your geofencing ads should, therefore, have a clear call to action. Someone who enters your chosen geofence and sees your ad should, for instance, be prompted to utilize a discount coupon at your booth. It’s about getting the user to make a clear decision related to your brand in the moment.

Don’t Bombard Users

Geofencing is location based. However, avoiding the temptation to bombard potential customers with redundant messages is crucial. For instance, someone who has already entered the geofenced area shouldn’t constantly receive the same message every time he or she reenters the area.  Using routing algorithms to help people who have seen your ad find the fastest route to your booth is your safest bet.

Use the Data

A myriad of consumer behaviors is captured by geofencing. Some of this data includes: where consumers spend the most time at the trade show, the aspects of your booth that generate the most interest, and the amount of foot traffic you’re actually getting.  Using this data wisely helps you make informed decisions.

Trade shows are often expensive investments. Geofencing is one strategy that you can use to maximize your ROI at trade shows. Having a clear call to action, avoiding redundancy, and using the data you receive wisely can help you make the best use of your geofencing campaign. Copley Advertising has a team of geofencing experts who can help you create the best geofencing campaign for your next trade show appearance. Email us at info@copleyadvertising.com

Adwords vs Mobile Geofencing

Over the last four years, I have explained to over 1,000 clients the difference between Adwords and Mobile Geofencing.

Adwords is a great tool and now has the ability to geotarget a location and place ads in mobile apps. Adwords has made a strong splash in mobile marketing.

One of the issues Adwords has is that it needs a lot happen in order for the mobile impressions to be delivered to the correct demographic in the right geotarget. A trained Adwords agency can pull all the right levers and make this happen but there’s a small room for error. One error and impressions can be delivered to a location thousands of miles from the target.  The feedback can take days and Adwords doesn’t report in real time.

Google is always changing their algorithms and one day a cost per click may be $1.00 then it is $2.00 then back to $.80. A dedicated Adwords agency can manually track and change the cost per click on at least a daily basis to ensure your total pay-per-click rate is reasonable.

Mobile geofencing is clean. The geofence is set around a location (lat-long). Then tags all the Smartphones in that location. A filter can be put in place to target the desired demographic (age and gender) or behavior.   There is a 1% chance of the wrong demographic seeing your ad. When the tagged user leaves the geofence they will still see the ad for up to 30-days and their phone ID will be placed in a retargeting folder for future campaigns.  Mobile campaigns can change locations, creative and goals in real time.

The big differences between Adwords and Mobile Geofencing boil down to that mobile geofencing has:

Robust Retargeting – the ability to capture an ID of a targeted user that clicked on the creative and then retarget the user after they leave the geofence for 30 days or more.

Realtime – Realtime A/B testing, real-time creative changes, real-time target changes, real-time reporting and many other examples.

Behavior Overlays – Target by age, gender, hobbies, type of car you own, shopping preferences and many others.  When you download an app you are giving permission for that company to download a tremendous amount of your personal information. So basically your are opting into a mobile program.

The mobile world is running fast.  And (I’m not kidding) new abilities are happening almost weekly.  So if you are big Adwords user you are in good hands.  But you may want to set some money aside and start a few mobile geofencing.

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John Flynn is CEO of Copley Advertising. He has been seen in Forbes, Business Insider, Slate and other publications.  Copley Advertising has a DSP Platform that uses programmatic buying, retargeting and optimization (app click, time of engagement, operating system whitelist). To learn more about geofencing please email: jflynn@copleyadvertising.com or call (617) 651-2249.