Geofencing is a digital marketing strategy which basically uses location-based targeting of potential customers to increase sales and foot traffic for a business. The application is most widely used with restaurants and other service-based industries and has known to pay rich dividends to parties who have warmed up quickly to the advantages of geofencing and have subscribed to it for the purposes of marketing and branding.
Geofencing for restaurants
Geofencing as an advertising technology is somewhat new and yet it is already being used by a large number of eateries, food stations, etc. – both individual and chain enterprises. The idea is to send ads and messages to smartphone users when they are within a set range around the particular restaurant. The ads can include many things including the name and a small tablet description of the eatery in question, but also a list of the menus, happy hour specials, special discounts and offers, etc. The owners can hire the services of a mobile marketing firm such as Lone Bird Studio in Asheville NC to incorporate geofencing into their marketing operations. The firm can either build a special branded mobile application for its client or can use the other existing geofencing technologies to help increase sales and traffic of their clients.
No matter what, the idea is to send targeted location-based messages to likely customers and these messages can be keyed the customers’ browsing history, web cookies, or the most popular, the use of a mobile application on their phones. In case of large food chains, this whole operation may also get managed by a central IT operation.
There are also different categories when it comes to geo-fencing. Some of these include social media management, mobile application development, payment systems, etc. So, it is better to have a good knowledge of these separate categories, and what kind of profit you can cull from each of them, before you draw up your geofencing marketing plan. Discuss your requirements and preferences with the digital marketing firm and they would be able to advise you well on these matters.
Some of these firms will also offer to combine digital wallets with a client’s geofencing app. For example, a chain food court owner in Asheville can send location-based messages as well as redeemable digital coupons to their clients in Asheville as well as surrounding towns such as Biltmore Village, Arden, Waynesville, etc.
Special apps can be designed for geofencing for a client. Some of these apps are cross-platform apps while others may be specially designed for Apple, Android or other mobile platform devices. There are iOS Geotrigger SDK and Android Geotrigger SDK services which provide wrappers around Apple or iOS’s native geofenced areas and Android’s native geofenced areas, respectively.
Other mobile app features which are very popular with the restaurant industry are SMS marketing and mobile ordering options. Applications can be designed for both purposes. SMS or text marketing is especially powerful and meant for existing customers of a restaurant who respond well to the text marketing. You can send special Asheville loyalty discount coupons or request short mobile surveys through SMS marketing apps. Apps which also provide online ordering options through mobile devices have also won a lot of popularity both with the customers and the owners of food places. But the point to be taken away is that this is a new proven method of increasing restaurant traffic and in the end sales.