Developing strong proximity marketing strategies can do wonders for your business. Here are 5 benefits.
Proximity marketing is the ‘broadcasting’ of push notifications to smart devices.
Specifically, this type of marketing targets customers who are near your physical location, in the hope that they will come in person to your business within the next hour or so. It’s a fairly affordable type of marketing, as the technology you need isn’t expensive. And it’s easy to install in your business and operate.
Smartphone use is ever increasing. Predictions put the number of smartphone users at 257.7 million users in 2020. So it’s the perfect technology to exploit that trend and get your customers back into the store.
Get the Direct Attention of Nearby Customers
In a way, proximity marketing is nothing new. It’s the digital embodiment of a signpost. Or a member of staff spinning a sign, or handing out flyers on the corner of your road (human directionals). Getting the attention of people nearby is powerful. It’s a lot more direct than sending out an email to a large mailing list of people.
Some of whom might live over an hours’ drive from your store, and only signed up because they were in town and you offered them 5% off to sign up. These people are not repeat prospects. The people who walk past nearly every day are the potential source of recurring revenue streams. Why would you not want their attention? Of course, I’m not saying to spam them. Messages should be well worded, and offer something of real value to the consumer. A message which just says “We’re here!” is, unfortunately, no good.
No Waiting and Hoping!
The conversion will either happen immediately, or it won’t happen at all. A customer will either receive your proximity marketing message and respond positively or ignore it. When it’s successful, you’re delivered a customer almost immediately.
This means you can measure response to your campaign. Let’s say more people are in your store on the same day you’ve been sending out strong messages. Unless it’s a special occasion – like during the festive period – it’s highly likely that your message worked. Congratulations!
If you put out information on a special offer using this strategy, you should also track sales of the promoted items. This will deliver a good measurement of how many people were in the store by chance, and how many were responding directly to your message. It’s not a bad idea to time your messages to broadcast during times of day which are normally quieter. This may coax people into the store.
Keep up Good Relationships
Messaging your customers is a good way to keep yourself on their radar. Offering them something nice will make them feel more positive about your business. For example, you might drop notes to offer percentage discount codes. If your customer is just on the other side of the block, this could be enough to entice them in. Even if they hadn’t had any plans of visiting you today.
But even if they choose to pass it up, the next time they walk by, they might think about that deal and come inside to talk. Even if it was a ‘time-limited’ offer, choosing to deliver on it, later on, will earn you some serious kudos with your customer. This is likely to secure you repeat business, as well as a fantastic word-of-mouth reputation.
Personalize Those Messages
Personalized messages are stronger than non-personalized messages. For example, personalized emails deliver six times more conversions than those without personalized details. That’s a fantastic statistic for your business. Activate the same concept within your proximity marketing strategy.
If someone has an account at your store, your system can tailor coupons or deals specifically for them. You won’t need to offer this to everybody, either, if you’re worried about devaluing stock too far. The customer can just show their special code at the till, and this will authorize the deal. Which is a deal just for them. You can work that into your marketing message. Deals picked out for their exact needs will make the consumer feel very special and important – leaving them with a great impression of your outlet.
Remind People About Your App
How many apps do you have on your phone? Maybe 50 or so? The truth is, people only use around 9 apps per day. It’s very easy to install an app, use it one time, and just completely forget about it. You need to remind your customers who have signed up for an app that you’re still there.
Proximity marketing reminds customers about the app, urging them to use it again and explore what’s new. As well as react directly to your promoted message. In turn, the push notification will also keep your brand fresh in their mind. So the next time they’re thinking about related services, they’re more likely to think about you.
Fitting Proximity Marketing into Your Overall Strategy
This type of marketing is fast becoming a must-have for companies in the hospitality and retail sectors.
In a digital world, firms still working in bricks and mortar environments may feel left behind. If you need advice on how to fully take advantage of proximity marketing, get in touch. It’s a great way of plugging the gap between your business and your competitors with online operations. People will often need to physically come to you to take advantage of your services, rather than just order something online and have it delivered to them.
Of course, you shouldn’t forget about the other aspects of your digital marketing. Social media, SEO and PPC are still advantageous elements of a holistic strategy. You can keep up with the latest on all of these on my blog. But it’s the smart use of proximity that will generate that foot traffic.