1. Locating Desired Audiences

Geofencing is not a new concept. It is one of location-based marketing strategies that is commonly used in online advertising and mobile applications. Like at the Anime Expo, it involves setting up virtual boundaries or "fences" around a particular geographic area, and in this case at the Exhibition Centre in Wan Chai. 

The above GPS signal graph shows there had been an increasing traffic commuting to and from the Exhibition Centre between 28 July and 1 August. By leveraging the power of location-based services, it allows us to pinpoint the areas where the event took place and draw a virtual fence around it. This fence helps us to further locate the desired audience who attended the event and gain a deeper understanding of their behaviors and preferences.

2. Grasp Audience Insights into Behavior and Interests

Additionally, geofencing can provide insights into the audience's behavior and interests. For instance, from the word cloud above, it highlights the hot searches and topics by these visitors at the Anime Expo.

• Larger texts such as “幪面超人”, “影月”, “模型”, “頭籌”, “籌號” implied that these audience could be avid collectors, as they mostly interested in Hot Toys’s most popular toy figures like Kamen Rider Black Sun

• Besides, “同人”, “同人區”, “攤檔” are also highlighted in the word cloud demonstrated the popular sections or booths within the Anime Expo

• Other hot topics like “謝雪心” (Susan Tse) and “伊織萌” (Moe Iori) that were featured in many online articles showed that cosplay events were key attractions in the Anime Expo

3. Associated Places of Interest and Taxonomy Affinity Analysis

What's more, by examining the locations they visited before and after the event, it allows marketers to gain a clearer picture of their hobbies, preferred hangout spots, and potential other events they attended as well. For example, the graph below shows the associated point of interest to these anime fans, which helps brands create highly relevant advertisements that resonate with the target audience’s interests.

• It seems that Causeway Bay and Harbour City are popular hangout spots for these young, anime fans who have attained the Anime Expo

• Other than that, these anime fans have visited the theme park, Disneyland, as well as some also attended the Book Fair 2023 at the Exhibition Centre

• According to the above taxonomy affinity analysis, the high affinity score of 2.3 times more on book and literature, which represents a strong resemblance of the audience group attend the Anime Expo to those of the Book Fair, and suggested that this audience group are also interested in reading comic books or novels

Create Targeted and Impactful Online Ads

Armed with the insights gathered from geofencing, marketers can create targeted online and mobile advertisements that capture the attention of the audience who attended a specific event. By understanding their behavior and interests, marketers can easily craft compelling ad content that speaks directly to their interests, making your campaigns more effective and engaging.

By leveraging the power of geofencing, your ads can be shown to the right people, at the right time, and in the right location. This level of precision targeting maximizes your chances of capturing their attention and driving meaningful engagement.

Reach out to us for more details and unlock the potential of applying geofencing into your marketing strategies.