GeoFencing Case Study - Entertainment

The Objective:

Drive awareness and attendance among likely consumers of entertainment given that:
• Consumers have multiple entertainment options, particularly in major markets, so breaking through the clutter can be challenging
• Growing numbers, especially millennials, prefer to stay home and use on-demand services for their entertainment/cultural experiences

The Solution:

Local PagePop has two proven mobile location advertising services that can deliver targeted ads to sway. Our location-based services outperform non-location based ads in driving click through rates (CTR) and enrollment.

GeoFencing:
Deliver ads using geo-fencing to find potential ticket purchasers in your catchment area. You determine how large you want to set the geo- fence to capture your desired customer. Only consumers within the defined areas will be served the ads.

GeoRetargeting:
Deliver ads to ticket purchasers who have attended an event in your location or other cultural events in the past. It’s real-world retargeting based on actual behavior.

Ways to Implement GeoFencing and GeoRetargeting:

There are many ways you can target potential culture consumers. Here are just a few campaign thought starters for inspiration – our team is here to help you brain storm others:
• Target specific audience types using psychographics within geo locations –e.g., theatre lovers within a defined radius of a theatre
• Re-target past audience members to entice them to return with special offers – discount for sharing/bringing a friend
• Incorporate video in 10-, 15- and 30-second mobile spots showcasing a performer or performance
• Leverage contextual location data such as weather or time of year in your ads – e.g., “our blues show
will take your rainy day blues away”
• Include interactive features in your ads – e.g., “guess which star will be performing next week in our
area?”

The Case Studies:

Local Community Theatre Center

Campaign Length: 8 weeks
Market Size: City (Winnipeg, MB)
Background: The Theatre Company was hoping to boost ticket sales for their upcoming shows.
Solution: The Theatre Company used
LBA to target performing arts patrons at various venues in Winnipeg. Retargeting was used to continue to reach these individuals after they left the show.

Impact: 110,000 impressions
309 clicks
0.28% CTR

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