In Episode 99 of the Digital Velocity Podcast, Erik Martinez sits down with Chris Seminatore, founder of GetGeofencing.com, to unpack how location-based targeting can help brands stop wasting budget and start reaching the people most likely to buy. As Chris puts it, “Location is the strongest indicator of buying intent.”

For direct-to-consumer teams without a retail footprint, the key shift is thinking about location as a signal—not a storefront. Instead of geofencing “your” locations, you can target the places where your best customers already reveal intent: brick and mortar competitor locations, industry events and trade shows, and life-style locations that align with your customer’s persona.

In this conversation, you’ll learn:

• How geofencing works in plain English—and why it’s best used to narrow your audience to the moments that matter most.
• Practical ways DTC brands can apply the same playbook across industries, even without physical stores of their own.
• Why “addressable geofencing” can be a powerful CRM companion: layer location targeting onto a direct mail or customer list to reinforce messaging across channels.
• How to use events and trade shows as a DTC growth lever by capturing attendees and continuing to reach them after they leave.
• What to watch for in programmatic so your spend doesn’t disappear into low-value placements (and how Chris approaches blocking common sources of waste).

If you’re a DTC marketer, brand leader, or agency strategist looking for smarter signals to find more customers, this episode offers a clear, practical framework for using location to reduce waste, increase relevance, and improve performance.