When it comes to growth-minded businesses, there’s no more important marketing tactic than engagement. And the best way to get your target customers excited about your brand is to create experiences for them that feel like real-life connections. You only have so many marketing dollars to spend, so it’s important to prioritize which marketing tactics are likely to drive the most ROI. While some marketing tactics will be more effective at achieving your business goals than others. One of the best ways to increase engagement with your brand is to connect with customers in a personal way. And in order to do that, you need to be able to reach your target audience wherever they happen to be. Today, we’ll be taking a look at the different ways that gyms and fitness centers can incorporate venue-based marketing automation into their marketing strategy. Keep reading to find out more about what VBMI is, its benefits, and how it can help you reach your target audience wherever they hang out.
What Is Venue-Based Marketing Automation?
Venue-based marketing automation is an automated marketing strategy that uses location data to deliver relevant and personalized content to customers. This technology lets businesses connect with current customers in their everyday lives, while increasing brand awareness and driving conversion rate. It helps businesses create experiences around their brand that feel more real than traditional marketing tactics, and creates a much more personalized and positive customer experience.
How Venue-Based Marketing Automation Works
The concept of venue-based marketing automation is fairly straightforward. Basically, it works by analyzing your customers’ geolocations to create context around your brand. This context can be used to deliver targeted content, including digital ads, bespoke offers, and more. In order to get started, you’ll need to collect your customers’ location data. This can be done through an SDK integration or programmatically through your business software. Once this data has been collected, you can begin to analyze it. You’ll want to look for patterns and make sure you have the right set of data points for the type of experiences you want to create. This can help you identify what your customers’ interests are, and create content around those topics to increase engagement.
Benefits of Venue-Based Marketing Automation
- Builds Your Brand’s Context: By looking at where your customers spend their time, venue-based marketing automation can create a deeper context for your brand. This can help you reach your customers in the places where they’re spending the most time, which can help increase your overall conversion rate. - Increases Customer Insight: Venue-based marketing automation gives you valuable insight into your customers by profiling their location data. This can help you identify their pain points, and create more relevant customer experiences. - Delivers More Personalized Ads: Venue-based marketing automation allows you to deliver more personalized ads that are tailored to the preferences of your customers. This helps you increase your click-through rate, and increase the likelihood that the person interacting with your ad is a potential customer. - Boosts ROI through Multi-Channel Attribution: Venue-based marketing automation allows you to boost your ROI through multi-channel attribution. This can help you increase the overall value of your marketing budget. - Increases Customer Lifetime Value: Venue-based marketing automation allows you to increase the overall customer lifetime value (CLTV) of your brand. This can help you improve your bottom line margins, and increase the overall value of your business.
How to Implement Venue-Based Marketing Automation
The first step to implementing venue-based marketing automation is collecting location data. Once this data has been collected, you’ll want to analyze it to make sure you have the right set of data points for the type of VBMI you want to create. Once you have your location data, the next step is to pick a venue where you’d like to implement VBMI. Next, you’ll want to pick a channel to use for your channel selection. There are several different channel types you can choose from, including mobile apps, websites, and rich media. Once you’ve picked your channel, the next step is to implement your automation. This can be done asynchronously or programmatically. While you might want to test your algorithm before implementation, you should also be prepared for the unexpected. Venue-based marketing automation isn’t perfect, so things are bound to go wrong.
Which Brands Should Apply VBMI
Venue-based marketing automation is a great way to boost engagement and build your brand in the long run. Here are a few examples of brands that could benefit from VBMI: - Sports Teams: Venue-based marketing automation can be a great way to build excitement around your team, and get more people excited about playing sports. - Music Acts: Venue-based marketing automation could be a great way to build engagement and boost interest in your music act. - Food & Drink Companies: Venue-based marketing automation can help you drive more attention to your products, and increase the value of your brand. HapPhi is leading the way in next generation VBM software as a service.
Conclusion
Venue-based marketing automation lets your business connect with your customers in an engaging and personal way. It helps you build context around your brand by looking at where your customers spend their time, and delivers more relevant and personalized ads. The best way to increase engagement with your brand is to create experiences that feel as if they're happening in real life. Venue-based marketing automation allows you to do just that.
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