INTRODUCTION
According to S&S Insider, geofencing ads can produce up to 30% higher conversion rates than non-geofencing campaigns.
The hyper-targeted approach uses a virtual boundary around a physical location, such as a conference venue, to deliver timely, targeted ads to those who enter the boundary with their mobile devices. This ensures you’re reaching people based on real-time actions and reduces the number of wasted impressions compared to more traditional digital advertising campaigns.
Following are some ways you can use geofencing ads at conferences.
HOW TO TAILOR GEOFENCING CAMPAIGNS TO EVENT ATTENDEES
As a marketer, chances are you have used geotargeting in your ad campaigns, which typically involves targeting a specific zip code, city, region or radius around a location to home in on your ideal prospects. When combined with demographic, behavior and/or interest targeting, this approach can be effective for reaching your target audience(s).
However, these parameters are not always effective for reaching conference or trade show attendees. Instead, you should launch a geofencing (not geotargeting) ad campaign in tandem with your existing trade show or conference marketing efforts to deliver tailored messaging to people who are actually attending the conference.
Start by determining the areas you would like to target for conferences you plan to attend or those likely to attract your prospects. For instance, you can target attendees who enter a specific room or rooms within a conference center (e.g., trade show floor, lecture halls) or a room block at a neighboring hotel that is partnering with the event.
Next, determine the objectives for your campaign, such as driving people to your booth at a multi-day conference, providing a unique offer to attendees or attracting attendees to your post-event reception or networking event. You also should identify how you would like to reach them (likely by mobile device during a conference).
Then select a third-party provider that aligns with your campaign needs. Some potential options include GroundTruth, Foursquare and Brandify, but there are various options from which to choose. Depending on the platform, pricing can start as low as $5-$20 per 1,000 impressions, though some platforms may have campaign minimums.
Set up demos or take advantage of free trials to help determine which platform is right for you. For example, some are self-serve while others require you to submit campaigns to reps.
Of note, most platforms deliver digital ads to partner apps or websites, or through social media. Push notifications or SMS marketing require opt-ins from recipients and are often not realistic for conference marketing efforts, at least not with initial outreach.
Aim to launch your geofencing campaign on the main arrival day for attendees and run it through the conference to maximize exposure. Ads that contain onsite calls-to-action (e.g., visit our booth) should end when the conference does, while ads that promote special offers or follow-up incentives can run longer.
Use conference-related language in your campaigns to provide relevancy and urgency to your ads, and to catch the attention of attendees. They are more likely to engage with your ads if they are tailored directly to them. In addition, route your ads to landing pages that speak directly to attendees of the specific conference instead of using generalized language.
HOW TO LEVERAGE POST-EVENT RETARGETING
The benefits of your geofencing campaign don’t expire when the event ends. Use the data (such as mobile device IDs) captured from the conference to launch retargeting campaigns and re-engage attendees. These can often be run through your existing self-serve advertising platforms, like Meta, LinkedIn or Google, by creating custom segmented audiences.
For example, you can run a post-conference educational campaign that includes case studies and white papers on LinkedIn or a series of Reels or video ads on Meta. In the days or weeks following the conferences, use language such as “Missed us at the conference?” or mention specific event tracks that relate to your company, content and call-to-action for the ad.
Once again, your ads should be linked to a value-driven landing page that is specific to the event to help drive conversions. This page could include a recap of the event and how your company’s offerings align with key takeaways, as well as a specific offer and a contact form. If you are offering educational content, for example, you should require a name and email, and perhaps company or job title, in exchange for downloading the collateral to continue to drive attendees down your sales funnel.