Using Geofencing to Target Consumers at Major Events
If you’ve ever walked into a stadium or music festival and suddenly received a notification or ad from a nearby business, you’ve probably experienced geofencing in action. It’s not magic—just clever marketing. In today’s highly competitive, location-aware world, geofencing is becoming an essential strategy for brands seeking to reach people in real-time, at the right place, with the right message.
What is geofencing?
It is a location-based service that uses GPS, RFID, Wi-Fi, or cellular data to trigger a response—such as a push notification, ad, or offer—when a mobile device enters or exits a virtual boundary set around a specific location. You can think of it as drawing a digital fence around a venue, where anyone who walks through that boundary with their phone can be targeted.
Major events, such as sports games, music festivals, conferences, and expos, are ideal opportunities for marketers to utilize this technology. Why? These events draw large, engaged audiences who are already in the right mindset—excited, open to new experiences, and often ready to spend money. With thousands of people gathered in one place, the potential for a high return on investment (ROI) is significant.
The best part?
You don’t need a Super Bowl-sized budget to use geofencing effectively. Local businesses can geofence a community fair, a college campus, or a local sports event. It’s all about knowing where your audience will be and delivering something relevant and timely.
However, like any marketing tactic, execution is key. The message needs to be engaging, the timing should feel natural, and it shouldn’t seem creepy or invasive. When done correctly, geofencing feels less like an interruption and more like a well-timed suggestion.
So, the next time you’re planning a marketing campaign, think beyond traditional digital ads. Your customers are out there, phones in hand, and geofencing provides a way to connect with them precisely where they are—literally. Contact YCS® Marketing to learn more!
