INTRODUCTION
Geofencing is a location-based advertising technology that creates a virtual boundary around physical areas and prompts an action when a device enters, leaves or travels through the specified area. Many platforms on the market offer geofencing services. Typically, they operate on a pay-per-click or cost-per-mille pricing model, much like Google or Meta ads.
Geofencing is a particularly functional form of advertising for restaurants for a few reasons. First, restaurants have an extremely local customer base. Second, dining decisions can be highly situational, such as leaving work, staying at a hotel, attending an event, shopping or visiting an entertainment venue. Geofencing lets restaurants build campaigns around those situations.
Location can also signal potential intent or interest. Someone visiting a competing restaurant, entertainment district or nearby attraction may be part of a particularly relevant audience for a restaurant.
Geofencing can help reduce wasted ad spend, too. Rather than advertising across an entire metro area, restaurants can concentrate spending on geographic areas where their desired customers are likely to be.
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One of the marketing services we offer to hotels is managing online reviews, primarily on Google and Facebook. As a result of all the comments I’ve seen over the years, I now have more of a critical eye when I stay at hotels.
According to S&S Insider, geofencing ads can produce