How Great Northern Group built a powerful marketing engine with WiFi
Fydelia partnered with Great Northern Group in early 2021 to transform their guest WiFi into a dynamic, multi-channel marketing tool. Here's what Ash Dilks has to say.
At a glance
"Fydelia worked with us to find ways it could work and we've created a really powerful marketing tool for our businesses."
Ash Dilks · Marketing Manager, Great Northern Group
Facebook audiences built from guests who physically visited & used the WiFi
Venues across Nottingham City Centre and surrounding areas
Audience growth across mailing lists, Facebook pages, and app
From static WiFi to
dynamic marketing engine
Three questions, three honest answers. How Great Northern Group turned guest WiFi into their most versatile marketing channel.
The Challenge
Why were you looking to change your WiFi provider?
We needed something more dynamic, and something that talked to the additional channels within our digital marketing strategy. The feature to generate Facebook audiences is gold dust to us. The ability to target people, via Facebook ads, who have physically visited our restaurants and used the WiFi is highly valuable.
The Decision
What was the number one compelling reason to move to Fydelia?
Positive, can-do attitude to problem solving and customer focus. I came to Fydelia with a number of processes and customer journeys I wanted to achieve. Some providers prefer the easy option of "it doesn't really work like that", but Fydelia worked with us to find ways it could work and we've created a really powerful marketing tool for our businesses.
The Results
What key aspects of your marketing have improved since moving to Fydelia?
Audience building - both on our mailing lists, Facebook pages, and ultimately on our app. Having one tool that feeds growth across all three channels has transformed how we think about the WiFi experience. It's no longer just connectivity; it's the starting point for an ongoing customer relationship.
Facebook Audiences: The feature that sealed the deal
Unlike standard WiFi providers, Fydelia lets venues build highly targeted Facebook ad audiences from real, verified visitors. Great Northern Group can now re-target guests who physically walked through their doors: a capability Ash describes as "gold dust" for their digital marketing strategy.
When a guest connects to WiFi, they can be added to a custom Facebook audience allowing Great Northern Group to serve ads specifically to people who have physically visited their venues. No guesswork. No broad targeting. Just genuine footfall turned into high-intent ad audiences.
Fydelia × Facebook AdsFydelia across
5 locations
Every Great Northern Group venue in Nottingham and the surrounding areas runs Fydelia's captive portal WiFi, from city centre bars to neighbourhood pubs.
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