What Is Geofencing and Why Does It Matter?
Geofencing is a powerful digital marketing tool that enables you to deliver targeted ads to individuals based on their physical location. By drawing a virtual boundary around a specific area—like a stadium, conference center, storefront, or even a zip code—you can target mobile devices within that zone with relevant messages.
It sounds high-tech because it is. But when used with purpose and clarity, geofencing doesn’t feel intrusive; it feels intuitive.
At RBOA, we help businesses, associations, and nonprofits utilize geofencing to reach real people in real places at just the right moment.
Real-World Geofencing Use Cases
1. Drive Foot Traffic to a Local Business: A restaurant in Tallahassee wants to boost lunchtime orders. We can geofence nearby office buildings, serving ads starting at 10 a.m. with a special dine-in offer. Hungry workers, meet hot lunch.
2. Target Attendees at a Convention or Industry Event: If your association is exhibiting at a statewide conference, we can geofence the convention center to target attendees with on-site messaging, then continue re-engaging them with follow-up ads for days or weeks after they leave.
3. Raise Awareness for a Cause or Campaign: During a major public event or legislative session, we can geofence strategic buildings or community gathering spots to increase visibility for a cause. It’s a smart way to meet your audience where they’re already tuned in.
4. Reach New Residents or Seasonal Visitors: Nonprofits and service-based businesses can use geofencing to welcome new residents or reconnect with snowbirds. Drawing boundaries around residential neighborhoods or seasonal parks lets us serve helpful, timely information to people as they arrive.
5. Compete With Nearby Businesses: Do you have a competing business down the street? Geofencing can deliver competitive messaging when potential customers visit their location. We call it smart, not sneaky, marketing.
What Makes It Work
It’s not just about where people are, it’s about why they’re there. Geofencing works when we align timing, relevance, and creative strategy. That’s how you transform a standard ad into a helpful nudge that delivers results.
We help clients:
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- Define meaningful geographic zones
- Match messaging to mindset (i.e., concert-goers vs. convention attendees
- Respect privacy with frequency caps and clear value
From Location to Action
Geofencing is most effective when used as part of a comprehensive strategy. Once we know where someone is, we can tailor messaging, retarget them after they leave, or use their behavior to build future audiences.
It’s not a one-off blast, it’s a strategic sequence.
The Wrap
Whether you’re a business trying to fill seats, a nonprofit raising awareness, or an association seeking to expand its influence, geofencing offers precise targeting. At RBOA, we help you make it smart, respectful, and results-driven.
Want to connect with people where it matters most? We can do that.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
FAQs
- Is geofencing invasive?
Not when done well. We use it responsibly, with clear messaging and limited frequency. - How specific can the area be?
Very specific, down to a building, parking lot, or single property. We can also target broader areas like zip codes or neighborhoods. - Does it work for small businesses?
Absolutely. Local targeting is one of geofencing’s primary advantages. - Can I combine geofencing with retargeting?
Yes! We often use geofencing to start the conversation and retargeting to keep it going. - How fast do people see ads?
In many cases, ads can be delivered in real-time, perfect for events, promotions, or urgent messaging.