Time + Location Based RFID Marketing
Time + Location Based RFID Marketing
Human behavior, time and location are often intrinsically in sync.

Human behavior, time and location are often intrinsically in sync.

Consider the beach on the 4th of July. Almost everyone there is on vacation and thinking and behaving in a Jimmy Buffet type of vibe. Think about college football stadiums at 2:30 on October Saturdays when the team has a home game- tens of thousands of people are rabidly fixated on their team and University. What about those on a cold January Monday morning commute on a busy interstate? Their thoughts are probably about applying for remote work or the next tropical vacation.

Consider the beach on the 4th of July. Almost everyone there is on vacation and thinking and behaving in a Jimmy Buffet type of vibe. Think about college football stadiums at 2:30 on October Saturdays when the team has a home game- tens of thousands of people are rabidly fixated on their team and University. What about those on a cold January Monday morning commute on a busy interstate? Their thoughts are probably about applying for remote work or the next tropical vacation.

Whenever you are able to isolate and understand location and time variables you can accurately predict most human behavior in many circumstances, but certainly not all.
In cases where the correlation of location and time effect and influence behavior in a predictive way, location-based RFID Marketing can be extremely effective for your brand. Take our first example of the beachgoers on July 4th. If your brand offers complimentary goods and services to help people enjoy beach life in a better way, RFID marketing would be for you.

Time

Location

Product

Maybe you represent a competitive resort location or even a cruise line? Maybe you represent a complimentary brand like local restaurant, golf course, boat rental or oyster bar? In any of those cases RFID marketing is done by going back in time to draw geographic boundaries and specify exact time frames from which to acquire RFIDs (those are radio frequency identifiers) that were in that place during those times. Once you acquire the RFIDs you can load them into social and Digital Demand side platforms and market your brand to those devices.

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A couple of real-life examples can help:

A sportswear retailer selling local team gear and souvenirs could target their home stadium and identify patterns of attendance to build an RFID audience list to market their goods.

A new Physical Therapist in town would be wise to target local cross fit gyms in their drivable footprint as over 70% of cross fit athletes sustain injuries in need of therapy.

A new specialty outdoor furniture retailer could build an RFID audience acquired from mapping competitors store footprint to capture consumers who visit.

A sportswear retailer selling local team gear and souvenirs could target their home stadium and identify patterns of attendance to build an RFID audience list to market their goods.

A new Physical Therapist in town would be wise to target local cross fit gyms in their drivable footprint as over 70% of cross fit athletes sustain injuries in need of therapy.

A new specialty outdoor furniture retailer could build an RFID audience acquired from mapping competitors store footprint to capture consumers who visit.

What’s Next?

Combined with a brand as attractive as Summer Classics and Gabby, this location-based strategy drove record traffic to the desired showrooms. In 2023, we are using this strategy on scale to target competitor locations and unique point of interests, like showcases, to drive retail store traffic. If you are looking for data led strategy using your first party customer data and other data sets like location, blu is what should be next for you.

What’s Next?

Combined with a brand as attractive as Summer Classics and Gabby, this location-based strategy drove record traffic to the desired showrooms. In 2023, we are using this strategy on scale to target competitor locations and unique point of interests, like showcases, to drive retail store traffic. If you are looking for data led strategy using your first party customer data and other data sets like location, blu is what should be next for you.

We knew we had a big challenge ahead, but blu has been helping us take great care of our golfing community. Blu’s ability to dive deep into data and use online identity resolution to market to specific individuals helped us hit record sales in the middle of a pandemic. I would recommend blu to anyone who needs a solid solution for marketing to a changing and/or challenging customer base.
Jonathan Romeo

VP Advertising and Marketing, Robert Trent Jones Golf Trail

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