How GE Vernova Boosted Visibility with Event Geofencing
Discover how GE Vernova used a hyper-targeted event geofencing strategy to improve brand visibility, engage technology professionals and extend B2B event marketing impact beyond the conference.
Amplifying B2B Campaign Reach Through Event Geofencing
GE Vernova set out to increase brand visibility and connect with technology professionals at the NREC Tech Advantage Conference. With limited tracking and a compressed timeline, a full-scale digital advertising campaign was not feasible. Instead, a location-based marketing strategy using event geofencing delivered measurable results and proved to be a cost-effective B2B marketing solution.
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The Breakout Strategy
How Event Geofencing Extended Engagement for GE Vernova
To maximize visibility during and after the NREC tech Advantage Conference, GE Vernova implemented a strategic geofencing campaign. By combining native and programmatic ads, the campaign captured in-person audiences and extended engagement for 30 days post-event. Subsequent calls-to-action and creative testing ensured measurable impact while keeping the program cost-efficient.
- Phase 1: Geofencing ads invited attendees to Learn More during the conference, boosting real-time awareness.
- Phase 2: Retargeting ads with a download CTA drove conversions post-event.
- A/B testing with six ad variations tested for performance, ensuring optimized B2B engagement.
The Geofencing Program
Measurable Impact of Event Geofencing
The geofencing program drove measurable results across both live attendees and retargeted audiences. By using location-based targeting and sequential CTAs, GE Vernova outperformed typical B2B display benchmarks, proving that event geofencing is a scalable digital advertising solution for event marketing,
Results:
- 700K+ impressions across conference and retargeting audiences
- 2,872 clicks from technology professionals engaging with ads
- 0.40% CTR, higher than average B2B display campaigns (industry benchmark ~0.35%)