Right Place, Right Time: Marketing with Geofencing

We’ve all been “in the right place, at the right time” when things mysteriously go our way. We pass off these occurrences as chance—a lucky break. In strategic marketing, “right place, right time” isn’t luck–it’s a tactical intervention called geofencing.

Geofencencing is a marketing service that uses GPS or RFID technology to draw a virtual “fence” around a physical location. When someone enters the geofenced area, their location data is retrieved, and they can receive a tailored ad on their device in real time. Hyper-targeting in this way ensures you’re efficiently reaching your intended audience, while excluding irrelevant users, maximizing your resources and boosting ROI.

What Geofencing Can Do

Geofencing has multiple applications:

• Real-Time Engagement
  Reach people the moment they enter a designated area with timely offers or messages.
• Lookback Geofencing
  Capture data on users who have visited specific locations in the past, as far back as one year, and re-engage them with follow-up campaigns.
• Data Collection & Retargeting
  Use geofencing data to build audience segments and retarget high-intent users across multiple channels.
• Performance Insights
  Track campaign reach, engagement, and conversions to understand what’s working and refine over time.

Where Geofencing Works Best

Geofencing is most effective when your primary audience is well-defined and the CTA is relevant for the targeted location. Some examples include:

• Recruitment
  Connect with potential hires at industry events, schools, or competitor locations.
• Retail & Consumer Goods
  Deliver offers as shoppers approach your store—or intercept them when they’re visiting a competitor.
• Events & Experiences
  Boost attendance, drive booth traffic, and continue engaging attendees after the event.
• Healthcare & Community Awareness
  Deliver timely messages to communities for public initiatives, school enrollment, or local services.

More Than Pushing Ads

Geofencing is just one part of a strategic marketing mix. Strong creativity ensures your message captivates your ideal audience. A well-built digital presence—website, social channels, and content—gives people avenues to act on their interest. Retargeting campaigns extend the conversation beyond the initial interaction, turning a one-time touchpoint into an ongoing relationship.

When all facets of your marketing strategy are in alignment, geofencing drives conversions, brand awareness, and engagement. And because it’s both measurable and testable, it can be optimized continuously to get better results with each deployment.

It’s Your Time

Geofencing has the power to transform how you reach your audience. With the vast amount of digital content that exists today, brands can’t rely on chance to be seen and heard. They need to cut through the noise and reach their intended audience clearly and timely.

With a strategic partner and a thoughtful approach, you’ll decide the “right place, right time” to generate engagement and turn location into opportunity. If you’re curious about how geofencing could support your goals, let’s connect.