College Marketing Group, a CollegiateParent Company, hires Amanda Kopko as VP of Business Development
The sports industry is one of the sectors that was most impacted by the COVID-19 pandemic. Most public sporting events were cancelled, with many postponed into fall 2021.
Despite the challenges brought on by the pandemic, America’s love for college football season remains strong. And while the sports season might not be the same with ongoing safety regulations, college sporting events will likely still draw plenty of attendees — including students, their parents, alumni, and local fans.
This season provides an important opportunity for brands and advertisers to reach a larger audience and drive more sales and conversions. And one of the most powerful ways you can make the most out of your sports marketing budget is through geofencing and target advertising.
Geofencing is a type of location-based mobile advertising that exploits a certain location of interest through the use of a virtual geographic boundary (geo-fence).
Geofencing is powered by Global Positioning System (GPS), Wi-Fi, Radio Frequency Identification (RFID), and Bluetooth technologies. This type of advertising is triggered whenever a mobile device enters or walks away from the boundary.
Geofencing uses prospective customers’ smartphones to send promotions in real-time when they enter or leave a specific locational boundary.
For the upcoming college football season, you can create a geo-fence around a stadium and send promos when your target enters or leaves that geographic boundary through SMS marketing, search ads, or in-app notifications. The best part of geofencing is that it can allow you to target multiple areas of your choice at one time.
In addition to the location of the event, you can target your business’s location (if it’s brick and mortar), competitors’ businesses, specific campuses, dorms, and even residential areas.
With these numbers, using geofencing for small businesses can be a powerful way to increase your sales during upcoming college football games.
Here are more reasons why you should consider geofencing during a college sports event:
Geofencing offers a unique opportunity to collect vital information about current and potential customers. You can collect ad impressions and views, on-site time and visit duration, frequency, and even customer purchasing history during the event.
These customer insights can be valuable for personalizing your ad campaigns. Based on customer preferences and purchasing history, you can create promos that are custom tailored to college students’ purchasing behaviors.
Keep in mind that what works for students may not work for their parents. Advertising to Gen Z students may require a different approach from their millennial counterparts or Gen X or Boomer parents.
Targeting a large number of people online with your products or services can be more expensive than targeting a specific audience who is more likely to convert.
Geofencing allows you to reach your target audience in real-time with specific ads and promos custom tailored to their preferences.
When you provide personalized content that resonates with your audience, you’re more likely to make a conversion.
Research finds that using prospect location-based data makes marketing campaigns 80% more effective. Real-time geofencing ads won’t just improve your sports ticket sales strategies, but your overall marketing ROI as well.
Plus, geofencing allows you to target other business locations and attract customers away from your competition.
The pandemic has led most businesses to look for new advertising strategies to reach their customers. College sports advertising is no exception.
Beyond geofencing, there are other ways to help boost your ticket sales with college students and their parents this fall. Combining geofencing with these other college sports advertising strategies improves your chances of making a conversion at every event.
Pinpoint a high traffic area and pitch a branded tent where you can run games, contests, and quizzes.
People love freebies. Offer free product samples to college students and their parents at sporting events or through online advertising during and leading up to the event.
College student brand ambassadors
To get clout with college students, appoint student brand ambassadors to build brand awareness amongst their peers.
Gen Z trusts recommendations from friends and family. Create a referral program where you offer discounts and other benefits for every referral.
Instead of spammy and generalized content, offer personalized emails with information acquired during the event, such as names and preferences.
Post about your involvement in college sports events and have your student ambassadors reshare the posts with their colleagues and followers.
Apart from providing relevant and valuable content, optimize your SEO with customer-centric and location-specific keywords like the event name and nearby landmarks.
With college football season here, geofencing offers many creative ways to capitalize on your college sports marketing efforts. It allows you to source and retain new customers and improve their experience.
CMG can help you with a well-articulated and executed geofence campaign that’ll go a long way to amplifying your sports marketing ROI even after the event is over.