This question was asked by Lucy Whitehead  owner of www.onegrove.co.uk a Pilates, Physio and Health Studio in Cheltenham.

What is Geo-Fencing and how does this help local businesses?

Lucy wanted to know if there was a way in which she could target local customers with advertising straight from her competitors doors to hers?

So what is Geofencing

Geo-fencing is a location based service using GPS, or RFID (Radio Frequency Identification Devices) technology to create a virtual geographic boundary enabling software to trigger a response when a mobile device enters or leave an area.  This is mainly used in advertising, for example if you have ever downloaded an app for your favourite store and turned on location services, you might have received a special offer from that store or a simple reminder to visit their store.  You may however, have even entered a store only to be sent a special offer from a competitor across the road, allowing them to draw people way.  For this to work customer needs to have opted into location based services on their mobile device.

Geofencing Applications

Social networking:

Most noticeably used by snap chat this uses the application for location based filters like for things like concerts or special events.  This can also be used for location based stories.

Marketing

Geofencing is also a popular way to show your ads to consumers on the move or in your area.  It can do this by sending ads to competitors clients when they enter a store or notify them  you exist. Use it to push relevant and local consumers to take an action i.e. book a course/appointment/gym sessions. This way you can notify consumers who walk within a certain distance of a shop with special offers or daily deals.  

Audience Engagement

Used at events to engage crowds of people at organised events like festivals fairs.  An example of this would be that a venue may use this to geofence social media post to deliver information about an event.

Smart Appliances

The use of smart appliances is on the rise.  This coupled with Bluetooth capabilities it is easy to programme your fridge to remind you to order milk the next time your near a supermarket.  Or to make sure you record a programme whilst you are out of the house.  Smart appliances can also use this to suggest other variations which might be cheaper or better allowing you to geotarget your customer base at home.

There are many more uses for Geofencing like human resources, telematics, security etc but should you be doing it?

Should I be doing it?

In short only if you have a physical location, where you are trying to

  • Increase foot fall
  • Increase audience engagement
  • want to steel competitors footfall
  • give them information about an event.

For more information https://support.google.com/google-ads/answer/1722043

If you want more information about this for your business contact us directly.