The Geofence Message, And it’s Competitive Advantages
This week's app tip from Denny Hathaway, National Account Manager, Gallus Golf
A Geofence is an area that you can designate, that will initiate an automatic push notification (marketing or informative message), to APP users that have allowed for notification services.
All of our mobile APPs have the ability to set up to 20 Geofences. These Geofences can be set anywhere on Earth, all you would need is an address.
A Geofence message is similar to a Push Notification, in that it is a text style message, limited to 120 characters or less. The big difference between the type messages is that a geofence notification is a message you create, and then bury in the sand, like a trip-wire, for your downloaders to receive when, and only when they cross that specific geofence area, versus the push notification you are actively crafting and sending at a designated time.
A specific, strategically placed message like this, allows for golf courses to get very aggressive with the type of marketing message they wish to impart because they know that the only people who are going to see that message, are the people that have downloaded their APP, and have crossed into that specific location.
Let’s talk about some ideas for strategic Geofence placement
We know that every facility is different, and every market is different. That said, these practices have been proven to be successful ways to augment your marketing efforts, and communicate with your audience in an intelligent way.
Other Daily Fee or Semi-Private golf facilities in your market
If you have 2 3,4, or more golf courses in your market that you compete with, go ahead and place a Geofence message in their driveway and around their clubhouse. A well-executed and placed message here can literally result in you pulling business out of the parking lots of your competitors. Ex: “Head on over to Broken Elbow Golf club where our rewards programs give you free golf with every 6 rounds you play."
Big Box Retail
If you have a Golf Galaxy, PGA SuperStore, or Dick’s Sporting Goods in your market, you might be well served by setting a geofence in their parking lots and around their stores. If selling some equipment this year is a goal for you, or maybe achieving a 10 or 15% uptick in equipment sales, this would be a great place to start. Ex: “If you’re looking to purchase some golf equipment this summer, head on over to Broken Elbow GC, for a free club fitting." Let’s remind our audiences to bring this business back to the green grass pro-shops, and patronize your local club.
You can get everything you need at a full-service pro shop, get fit correctly, and maybe even earn some loyalty program points as to boot.
Strategic Locations in town, or on Major Highways
You are experts in your markets. We suggest everybody pick some areas in town where your downloaders are apt to travel and congregate and set a geofence in those locations. Ex: “Afternoon traffic got you down? Head over to Broken Elbow GC for Happy Hour!"
Free-Standing or competing Driving Ranges in your Market
Looking to boost golf lesson revenue this summer? How about advertising to YOUR APP audience, by setting a geofence in the parking lot of the local driving range? Ex: “ Having swing troubles? Head on over to Broken Elbow, mention this message and receive $10 off your next lesson.”
Another great feature of these Geofences? Once you have some set, you can see how they are performing. In the Geofence tile of your dashboard, you will have access to review all of your geofence performances over the previous month or other timeframes you designate. You will be shown how many people have crossed your Geofence and viewed your message. Don’t like how a Geofence is performing for you? Delete it, and make a new one. You will quickly find the sweet spots in your market, where your audience is most susceptible to your efforts.
As always, if you have any questions on this or any other feature in your APP, don’t hesitate to reach out to us! firstname.lastname@example.org