Navigating the complex landscape of cannabis marketing can be challenging, especially with the various advertising restrictions in place. However, geofencing provides a practical and innovative way to reach your audience effectively. So, what exactly is geofencing, and how can it benefit cannabis brands? Let’s explore.
What is Geofencing?
Geofencing is a location-based technology that allows businesses to create a virtual boundary around a specific geographic area. When someone with a mobile device enters or exits this defined area, they can receive targeted notifications, ads, or other forms of communication. Think of it as an invisible fence that triggers marketing actions based on a person’s location.
How Does Geofencing Work?
Imagine setting up a virtual perimeter around a cannabis dispensary or a location where a cannabis event is being held. When potential customers walk into this area, their smartphones can receive tailored ads or notifications. It’s like having a digital billboard that pops up on their phone, but with more precision and interactivity.
Reaching People Within a Defined Area
With geofencing, you can target individuals who are physically present in a specific location. For instance, you could geofence an area around your dispensary, ensuring that anyone who steps into this zone gets an alert about your latest product offerings or promotions.
Targeting People Who Visited a Set Area
Geofencing can also track when individuals have been to a specific location within a defined time period. This means you can reach out to people who visited a cannabis event last weekend, reminding them of your brand and encouraging a follow-up visit.
Tracking Ad Exposure and Visits
Geofencing doesn’t just allow you to send out ads; it also lets you track how effective those ads are. You can monitor how many people received your ad within the geofenced area and how many of those individuals actually visited your target location afterward.
How Does This Tracking Work?
- Device Identification: When a user enters a geofenced area, their mobile device ID is recorded.
- Ad Delivery: The user receives a targeted ad or notification.
- Visit Tracking: If the user visits your dispensary or any predefined location after receiving the ad, this visit is tracked back to the original geofence exposure.
Benefits for Cannabis Brands
So, why should cannabis brands care about geofencing? Let’s break it down:
1. Precision Targeting
Cannabis marketing is tricky with all the compliance issues. Geofencing lets you target your audience with pinpoint accuracy, ensuring your message reaches the right people at the right place and time.
2. Increased Foot Traffic
By targeting individuals who are nearby or who have previously shown interest in similar events or locations, you can drive more foot traffic to your dispensary or cannabis event.
3. Enhanced Compliance
Traditional digital advertising platforms often have strict regulations against cannabis ads. Geofencing, however, allows for more direct and localized marketing efforts that can comply with local laws and guidelines.
4. Measurable Results
With geofencing, you can track the effectiveness of your marketing campaigns in real-time. By monitoring how many people visited your location after receiving an ad, you can gauge the ROI of your marketing efforts and tweak your strategies accordingly.
5. Cost-Effective Marketing
Geofencing is often more affordable than traditional forms of advertising. By targeting specific areas, you minimize wasted ad spend and ensure your marketing dollars are working as efficiently as possible.
Conclusion
Geofencing is transforming the way cannabis brands approach marketing. By creating targeted, location-based campaigns, you can reach your ideal audience, drive more foot traffic, and ensure compliance with advertising regulations. In an industry where every marketing move counts, geofencing offers a practical solution to stay ahead of the curve.
Ready to give geofencing a try? It might just be the strategy your cannabis brand needs.
