Innovative Technology Clears a Path to Target Audiences
The Bismarck Mandan Convention and Visitors Bureau is embracing a new business trend. Their goal is to advertise to a highly targeted audience and grow their reach through geofencing.
Geofencing essentially places a digital fence around a show or event location.
This fence creates a virtual geographic boundary, which enables software to trigger a response, like an advertisement, when a mobile device enters or leaves a particular area.
Results from the Bismarck Mandan CVB show geofencing brought in more than 7,700 clicks to their website from 9 events over 2018.
"We had fabulous results from it. We had a .69 click through rate, which is way above the national average," says Sheri Grossman, CEO of the Bismarck Mandan Convention and Visitors Bureau.
By geofencing an area, the CVB can direct people to a specific page on their website be best suited to the individual's needs.
This type of digital marketing isn't cheap, according to Grossman, but she says it can help other businesses attract their ideal consumer.