Association Connect

Make Retargeting and Geofencing Work for You

By Laura Gaenzle | June 18, 2024

In today’s digital age, associations like yours are constantly seeking innovative ways to engage their members and expand their reach. Among the plethora of tools available, retargeting and geofencing stand out as indispensable strategies for maximizing impact, fostering deeper connections with members and supporters, and growing non-dues revenue through advertising opportunities.

Retargeting or Remarketing

What is retargeting? Retargeting, also known as remarketing, allows your association to reengage individuals who have previously interacted with your website or digital content. By employing tracking pixels and cookies, you can display targeted ads to visitors as they browse other websites or social media platforms. This approach keeps your association top of mind and encourages continued engagement, whether it’s signing up for events, renewing memberships, or exploring new resources.

How can retargeting be leveraged to achieve your association’s marketing goals? The most effective use of retargeting is to leverage pixels placed on specific association landing pages that match the topic of that page with the ad served to that visitor. This allows you to target your message to visitors based on the content they were viewing on your website. The call to action in your ad points people back to your website or unique campaign landing page. Each ad recipient will be shown your ad multiple times over the course of a campaign to reinforce your marketing pitch.

Some examples:

  • Member retention and growth are vital for all professional associations but not all potential members act while first visiting your website and learning more about the benefits of becoming a member. Visitors to your “Membership Benefits” webpage can be served ads after they leave your website that promote becoming a member of the association.
  • Members and nonmembers may need a nudge to register for an event after visiting your event landing pages. Visitors to event webpages can be served ads that promote event registration.
  • Visitors to your media kit, exhibitor and sponsor prospectus, or corporate partner pages can be served ads that promote the value of reaching your members through advertising.

Geofencing

Geofencing is mobile marketing taken to the next level. This form of advertising allows a perimeter to be set up around any location, such as a convention center, triggering the collection of a cellphone IP addresses when an attendee enters the defined location. This hyper-targeted, location-based advertising allows you to capture the attention of attendees during and after the event. Geofencing allows you to get the most out of your advertising with powerful analytics, including insights into how many people see your ad and how many people engage. Campaigns can be executed for your own events or competing industry events.

  • Geofencing your own events: This technology can be used to “fence” the attendees at your event and serve ads that promote upcoming events, webinars, membership renewal, corporate partner offers, and more.
  • Competing or affiliate industry events: Attendees of other industry conferences and events can easily be targeted using geofencing technology. Promoting your membership or event attendance to attendees of other industry events is a great way to build your own membership and audience.

Retargeting and geofencing enhance member engagement by delivering personalized content tailored to individual interests and behaviors. Instead of broadcasting generic messages to a broad audience, you can deliver relevant information and offers that resonate with specific segments of your membership base. This targeted approach not only increases engagement but also fosters a sense of belonging and loyalty among your members.

These technologies enable your association to optimize your marketing efforts and maximize return on investment. By reaching individuals who have already shown interest in your resources or are physically present at relevant events, you can achieve higher conversion rates and lower acquisition costs. Moreover, the ability to track and analyze campaign performance in real-time allows you to refine their strategies and allocate resources more effectively.

These tools aren’t just for internal use. Selling retargeting and geofencing opportunities from your websites and events to sponsors presents a win-win scenario. Sponsors benefit from targeted exposure to highly engaged audiences, leading to increased brand visibility and potential conversions. Your association, in turn, generates additional revenue streams while offering sponsors innovative marketing solutions that align with their goals and objectives. By leveraging these advanced technologies, you can offer sponsors measurable ROI, enhanced audience targeting, and the opportunity to connect with prospects in real-time, solidifying partnerships and fostering long-term relationships.

Ready to explore these opportunities further?

YGS Association Solutions is ready to partner with you to increase visibility and revenue. Contact us to get started today!

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