Geofencing is no longer a buzzword—it’s a real strategy delivering real results. But here’s the secret: not all geofencing is created equal. And that’s exactly what makes it such a powerful tool. The best marketers know that different goals call for different approaches—and geofencing is flexible enough to meet them all.
In this post, we’re breaking down a few geofencing strategies that marketers are using today. Whether you’re trying to drive traffic, engage event-goers, or build a local presence, there’s a strategy to fit. It’s all about timing, location, and customer value—not about surveillance.
Let’s explore the possibilities.
- Store-Based Geofencing: Drive Real-Time Visits
Want to give customers a reason to stop by while they’re already nearby? Store-based geofencing can make it happen. When someone enters a designated area around your physical location, they can receive a timely offer, reminder, or promotion—right when it’s most actionable.
Use it for:
- Flash sales or limited-time offers
- Loyalty program nudges
- New product launches
When the message makes sense in the moment, foot traffic follows.
- Event-Based Geofencing: B2B Audience Building
Industry conferences and trade shows gather highly targeted professional audiences—and geofencing gives you a smart way to reach them. By setting up a geofence around a convention center or expo venue, your brand can run precise ad campaigns during and after the event to connect with attendees, share thought leadership, or drive engagement beyond the booth.
Use it for:
- Targeted ads to attendees during the event
- Promoting demos, speaking sessions, or booth visits
- Post-event retargeting to nurture leads and stay top-of-mind
Whether you’re introducing your brand or reinforcing an existing presence, geofencing makes it easy to connect with the right audience at the right moment.
- Competitive Geofencing (The Friendly Kind)
Here’s where things get strategic. With competitive geofencing, you set a boundary around a similar business or location—then offer your own value proposition. Done right, it’s not about being aggressive; it’s about being relevant and offering choice.
Use it for:
- Promo comparisons (“See how we stack up”)
- Incentives for switching or trying something new
- Re-engaging past customers
It’s not about poaching—it’s about positioning your brand where it matters most.
- Affinity Geofencing: Reach Your Audience Through Shared Spaces
Sometimes the best way to connect locally isn’t by targeting your own business’s location—but by showing up where your ideal audience already spends time. Affinity geofencing allows you to build brand presence by geofencing locations your target audience frequents, like gyms, specialty grocery stores, or coworking spaces.
Use it for:
- Localized brand awareness campaigns near high-affinity businesses
- Promoting services aligned with lifestyle or behavioral interests
- Targeting ads based on shared community habits—not just geography
This approach blends location and lifestyle, helping brands tap into everyday routines to stay relevant, visible, and connected—without being disruptive.
Context is Key: Choosing the Right Type for the Right Campaign
The real magic happens when you match your geofencing strategy to your marketing objective. Ask yourself:
- Are we trying to increase visits? (Store-based)
- Can we amplify our presence at an in-person event? (Event-based)
- Are we trying to win over new customers? (Competitive)
- Are we reinforcing our local brand? (Neighborhood)
One size doesn’t fit all. And that’s a good thing.
Keep It Customer-First (Always)
Geofencing works best when it’s built around the customer experience. That means:
- Offering real value in the moment
- Keeping messages clear and useful
- Respecting preferences and app settings
It’s about enhancing the journey, not interrupting it.
The Power of the Right Place
Sure, location is important and timing is everything—but really knowing your audience? That’s what makes your message stick. Layering in location-based behavioral insights gives you the edge in crafting strategies that truly connect.
The strategy you choose should reflect your goals. At the end of the day, it’s about staying relevant, delivering value, and deepening connections—by harnessing the power of place.
Need help choosing the right geofencing approach for your next campaign? Let’s build a strategy that meets your audience—right where they are.