Geofencing: Powerful But Discrete Experiential Data
In layman’s terms, it is a new type of technology that allows experiential marketers to identify the most highly engaged consumers and collect data on their user information without infringing upon them directly. At this point, we’re pretty sure you’re concerned about privacy and if this technology steps on consumer rights. Why don’t we jump right into the nitty-gritty?
A geofence is a discreet area or barrier between sections of an event, exhibitors, or session rooms that is defined by GPS coordinates, wi-fi routers or Bluetooth signal. After the consumer has downloaded the mobile application and opted in, these devices pick up the signals the attendees are putting out online already and transmit them to the event producer. This information can be as simple as a heat lamp or extremely detailed – like, demographic and behavioral data. Not only does it collect data though, it also broadcasts data to consumers. Therefore, event producers can use this tool to proactively send information through mobile devices, social media, and email.
The use cases for this technology are endless, but here are certain things we should all know about geofencing before deciding how to properly work the technology in event marketing.
The technology isn’t cheap though. The hardware and software cost to get everything up and running is about $10-450k depending on the size of the event and how extensive you want the program to be.
Read here for more information on the technology and all the ways it can be used.