Geofence marketing is a way to send ads or messages to people based on where they are at that moment. It works by drawing a virtual line around a real place, like a store, event, or park. When someone enters or leaves that area, they might see an ad pop up on their phone or get a mobile alert. That’s the simplest version of how geofencing works.

This kind of location-based marketing is especially helpful around key times of the year. Think about the lead-up to a winter sale or the slowdown after the holidays. Being in the right place with the right message makes a difference, especially when foot traffic shifts or habits change. With geofence marketing, the goal is to meet people where they already are without guessing too much.

Understanding How Geofence Zones Work

To set up a geofence zone, we start by picking a physical area and creating a shape around it using GPS or RFID technology. This shape acts like an invisible fence. Phones with location sharing turned on can pick up when a person crosses into or out of that space.

The real power comes in what happens next. Ads, push alerts, or in-app messages get triggered based on that movement. These can pop up while someone is inside the geofenced area or right after they leave. Businesses use this to remind people of a sale, invite them back, or offer something useful based on where they just were.

There are two main kinds of zones:

• Static geofences stay in one place. A bakery might keep a simple geofence around its location every season.

• Dynamic geofences move or adjust based on activity. A traveling outdoor festival could have zones that follow where foot traffic is expected that day.

Both styles have their place. The key is picking the one that fits what the business wants to happen when someone comes into that space.

Setting the Right Boundaries for Your Campaign

Not every geofence should cover the same amount of ground. Drawing the wrong boundary can either waste money or miss chances to connect. For smaller businesses or single locations, the zone might be as tight as a few hundred feet. Larger venues or events might need coverage that stretches out across multiple blocks.

If the zone is too big:

• You risk catching people who aren't actually close or interested.

• You may spend time and effort on a message that won't lead anywhere.

If it's too small:

• You might miss people who could benefit from what you’re offering but aren't quite in the signal area.

• There’s a chance walk-by traffic never even triggers a message.

We try to base our decisions on current traffic patterns. For example, during colder months, people may stay indoors more, so a tighter geofence around malls, gyms, or indoor events can be a better choice. During local sports games or winter festivals, widening the fence for the crowd heading in or out might help more people see what’s being offered right when it matters.

It’s important to note that the best campaigns often shift their boundaries as real-world conditions change. A zone that works in December for a holiday shopping rush may need to contract in January when fewer people are out and about. In contrast, spring or summer events might require a more flexible boundary or even a moving geofence to follow where crowds are forming. Carefully monitoring the success of your boundaries and their effect on performance keeps your investment working as hard as possible, regardless of the season.

Why Timing and Season Matter

As January winds down, people are still recovering from the holiday rush. Their routines have shifted again after the long break. Knowing this helps decide when to set up a new campaign or adjust an old one.

Winter months often change where and when people go places. For example:

• Shorter daylight hours mean people run errands at different times.

• Colder weather pushes more activity indoors, gyms, stores, and entertainment centers see more regular traffic.

• School and work schedules can affect the flow of weekday vs. weekend movement.

With geofencing, slightly shifting the hours your message goes out can catch people when they’re more likely to respond. If fewer people are shopping after dinner because it's dark and cold, it makes sense to push the message earlier in the afternoon.

Messaging matters too. Someone stepping into a warm coffee shop is probably not in summer mode. Making sure your words and offers match the moment helps the alert feel timely.

Remember that even the same location can have different uses or visitors during various seasons or days of the week. A spot that draws morning rush hour crowds in winter may be busier with families or students during the spring. Paying close attention to these patterns, and aligning campaign timing with them, significantly increases the odds of your message reaching someone ready to act.

Common Mistakes to Avoid with Geofence Campaigns

Geofencing only works well if it’s used carefully. Sending too many alerts or hitting the wrong people can turn a smart idea into a headache.

Some common issues we’ve seen include:

• Overdoing the targeting. People don’t want their phones blowing up every time they pass a familiar spot. Be selective.

• Leaving old geofences running. After the holidays are over, make sure your zone boundaries and messages reflect the change. Old deals or landing pages still tied to a zone can confuse people.

• Using one-size-fits-all wording. Messages that are too general won’t catch attention. A winter shopper in boots doesn’t need a summer blowout reminder.

Cleaning up boundaries and adjusting copy as winter starts to thaw out helps keep the message strong instead of stale.

It’s also tempting for businesses to use the same campaign setup from one season or event to the next. However, the way people react to messages can change quickly, especially if they get used to seeing the same alert over and over. Rotate your offers when appropriate, or tweak the presentation based on how your audience is acting at that moment. Regularly reviewing your results and adjusting both boundaries and messages helps preserve the freshness and value of the campaign.

Outcome-Focused Strategy Begins with Smarter Zones


Oddball Creative’s digital advertising services include geofence marketing, campaign management, and location-aware message customization for businesses and event-driven campaigns. We use real-time tracking and careful boundary setup to ensure every campaign hits the mark.

When we plan a geofence campaign with the end goal in mind, such as more traffic, repeat visits, or better timing, it works better. It’s not just about creating a box around a place. It’s about knowing what people are doing in and around that place and crafting messages they actually care to see.

To keep things on track:

• Map zones to places where activity is happening now, not just where it used to.

• Shift messages with the seasons so they never feel out of place.

• Watch user behavior to fine-tune what gets sent and when.

Thinking this way helps make campaigns feel personalized without being invasive. It puts usefulness ahead of noise and keeps people engaging with your message when and where it matters most.

Ready to build smarter campaigns that truly connect with your audience where and when it matters most? We’ve spent years perfecting everything from zoning to creative messaging to shape advertising that feels timely, not random. Geofencing succeeds when every piece fits together, and that all starts with a solid plan. See how we approach geofence marketing as part of a complete digital strategy, and reach out to Oddball Creative to discuss your next steps.