Harnessing Geo-Fencing Technology for Advocacy
Mobile advertising in and of itself is no longer cutting edge, but how can you use it in new and interesting ways to get your advocacy message out there? One tactic we have been using more and more is geo-fencing technology to run mobile ad campaigns.
Essentially, geo-fencing means that an advertiser creates a virtual fence around an address and serves ads within that area. The retail market has frequently used geo-fencing to get people to purchase items or frequent a place of business. Within that context, it makes sense to create a geo-fence around your place of business (or your competition’s) and serve ads to people within this area offering a coupon or promoting a special sale. This technology also translates to the advocacy arena, allowing for incredibly specific targeting and so that you can run ads around an event or location that makes sense for your campaign.
We have had success using geo-fencing in a few different ways. For example, we ran a campaign to call out a healthcare company during the enrollment period for the Affordable Care Act. Since the company was a sponsoring partner of a sports arena, we served mobile ads to users within a radius of the arena during home games. As a result, people visiting the arena questioned the company when it came to healthcare options. We have also used geo-fencing to surround legislative buildings in different states so we are sure to target legislators and their staff. Geo-fencing is a great way to target an audience in a specific location with a very targeted message.
Geo-fencing is also a good way to reach the right people in the right place and at the right time. For example, if you are running a campaign about student loan reform and want college students to take action, create a geo-fence around college campuses and layer that into a larger digital campaign that targets college-age adults with other behavioral attributes. This way, you can hone in on your target audience not only where they are located physically, but in a setting where your message will speak to them most.
When you’re crafting your digital advocacy campaign, adding in a geo-fencing component to your mobile campaign can help make a real impact with the right people.