Everyone has heard the term geo-fencing. but what exactly does it do for a dealership and does it really work? Geo-fencing is the process of establishing a radius around your competitor’s dealership. When customers are within that boundary, your marketing message is delivered to them in real time. Imagine a prospect driving to your competitor’s dealership and passing by your store. Once they arrive, your marketing messages is delivered to them based upon their location.
The program uses the global positioning system (GPS) or radio frequency identification (RFID) to set geographical boundaries, creating a virtual “fence” around a specified location. This barrier could outline the radius of a store or city boundaries to target consumers who enter or leave the exact radius surrounding a location.
Once a potential customer enters this area, crossing the geo-fence boundaries, an advertisement or promotion is sent to the person’s mobile device in the right place, at the right time.