Gate-crashers, be gone. College athletic departments are increasingly incorporating location-based data to personalize the college sports fan experience—boosting sales, sponsorships and fan engagement in the process.
Because these technologies use the existing capabilities of fans’ devices and wifi and data plans, the low overhead of geotargeting makes it an ideal option for college sports organizations whether they have a bootstrapped infrastructure or a blow-out budget.
Here are a few ideas for how to start using geotargeting to directly engage your fans.
From parking and ticketing to weather updates, connecting location information into your fan mobile app can streamline practical logistics on game day, such as:
Geo-targeting breathes new life into standard promotions. Running a deal on concessions? Send a push notification with a coupon to fans in your stadium about it. Hit with sweltering heat on game day? Notify fans in the area on where to buy sunscreen and umbrellas from your retailers.
If you already have a fan loyalty program set up, location data could also be used to automatically increase fan points and activate special discounts only for those who are within a geofenced area.
Focused fan targeting also unlocks a wider variety of real-time advertising for your sponsors and partners.
Take a regular local restaurant sponsor that offers game-day discounts or promotions for ticket holders. Instead of letting the sponsor choose from a static print or display ad, you could send fans who are nearby the game or the restaurant a notification about the deals, even if they weren’t looking for it–a modern twist on the ticket stub discount.
Segmenting your fan base geographically extends not only how and when you can drive fan interactions, but makes it easier to reach fans when they are most likely to interact with related content. Folding in location data enables you to increase engagement by:
The sky’s the limit (literally) when it comes to using location-based marketing for fan engagement. No matter what your school’s size and fan base demographics look like, geolocation and geofencing are essential methods for driving fan outreach.