Geofencing for targeted new customer acquisition
Trade fairs are finally taking place again and are therefore well attended. Thus, with “Fleet!” Germany’s largest fleet trade fair and THE meeting place for the fleet industry opened its doors in March once again. One of the exhibitors was a large automotive company that asked itself the following questions, among others: “How do my stand visitors actually describe themselves and are they different from other trade show visitors? How can I address my visitors digitally in compliance with data protection regulations? How can I find and advertise to similar target groups?” The car manufacturer turns to Schober with these questions and commissions a so-called geofencing project. We would now like to tell youwhat geofencing actually is, how it works and what added value it offers advertisers.
![Geoanalysen](https://schober.de/wp-content/uploads/2023/08/business-hand-arbeiter-der-mit-laptop-computer-arbeitet-business-analytics-big-data-analyse-technologie_768x800.jpg)
![Geofencing](https://schober.de/wp-content/uploads/2023/08/Geofencing-Case-Bild-2.jpg)
Movement points in polygon
What is geofencing?
Geofencing is a technology that makes it possible to trigger certain actions or events when a mobile device or a GPS-enabled device enters or leaves a predefined geographical zone or fence (“geofence”). This can be used to send notifications, collect data or perform other actions as required. Of course, tracking is carried out on an anonymized data basis and in strict compliance with data protection regulations via mobile devices that cross the geofence boundary.
So how exactly does this work?
The process uses smartphones on which users have granted location access to certain apps as a database. The device then sends geo-coordinates with a timestamp to the app publisher at specific intervals. Schober then uses the non-personal data and continues to match it at the cell level against the Schober data universe in a manner that complies with data protection regulations. On this basis, some descriptive features can be temporarily enriched for qualification purposes. For the concrete geofencing analysis, the Schober analysis team first needs content input on the event: date, time, location, areas, booths at the trade fair. The defined areas are then geocoded using the input supplied in the form of hall plans, maps and drawings, and the desired locations and times are delimited using geographically accurate polygons.
How does geofencing benefit our automotive company?
![Geofencing](https://schober.de/wp-content/uploads/2023/08/Geofencing-Case-Bild-4.png)
Massive increase test drives
General usage possibilities of geofencing
So we can conclude: Using geofencing, it is possible to quantify the anonymous visitors to a POI, qualify visitor groups and subsequently address them in a targeted manner in order to gain high-quality new leads. Thanks to the unique combination of mobile movement data with valuable additional information, geofencing enables companies in all sectors to generate new added value for their marketing.
![Geofencing](https://schober.de/wp-content/uploads/2023/08/Geofencing-Case-Bild-3.png)
Movement
- Location planning: Where do high-affinity target customers live? Where is a branch worthwhile, where not?
- Catchment area analyses: Where do my store visitors live and how can they be described?
- Advertising effectiveness checks: Who reads my advertising digitally and comes to the store, who reads print advertising and orders online? Can this be used to optimize distribution areas or distribute digital advertising in a more targeted manner?
- New customer acquisition: Which channels can I use to get similar target groups excited about my products?
- Competitor monitoring: Which customers also go to the competition? How are they different from loyal customers? Which customers seem at risk of churn?
These and many other questions can be answered comprehensively with geofencing technology in combination with Schober’s data universe and analysis know-how. Incidentally, geofencing also plays an important role in fleet management with the aim of more efficient fleet management. If a vehicle crosses or leaves defined geographical fences, the geofencing system registers this and triggers a notification or alarm. In practice, this is successfully used, for example, to locate vehicles, prevent theft, reduce costs through route tracking or increase fleet productivity. Which brings us back to the starting point of “Fleet! The industry get-together! The next two-day fair is not far away. Just like the other motor shows that are still to come, from Retro Classics to the IAA. Just do it like our car manufacturer, find out more about your visitors and address them specifically.
Our geomarketing expert Sven Waldenmaier looks forward to entering into dialog with you and providing you with comprehensive advice. Feel free to contact him directly HERE. Your Schober Team