A Win-Win Solution
Proximity marketing, a one-way push message, is changing the way retailers attract customers. The benefits from a retailer’s perspective are self explanatory, but from a customer’s perspective, proximity marketing can provide instant deals and relevant content to the businesses around them. This is great news considering an IBM study found that nearly 72% of consumers will act on a call-to-action marketing message if they are within sight of the retailer’s location. The graphic below will help explain just how proximity marketing works.
For example, let’s say you own a local coffee shop located around a pedestrian dense area. You’re looking to create new sales opportunities, enhance your branding, and attract new customers that are already in your area. When a customer approaches your network, a message is sent to the customer asking if they would like to receive information, such as a discount, from your coffee shop. Bluetooth messages can include attachments such as: graphics, videos, calendar invites, vCards, text or audio. Once the customer accepts the message your content is then shown to the customer inviting them to engage with your brand. The key to running a successful proximity marketing campaign lies in making the customer want to accept and engage with your message – incentivize!.
Concerns regarding customer privacy are at an all time high. We are extremely weary of the information we choose to give to retailers, and for a good reason. No one wants to be bombarded with hundreds of advertisements while walking back to their car from work. That’s why the common argument against proximity marketing is that it’s an invasion of privacy. It’s an understandable concern, BUT in order to receive content from a proximity marketing solution, customers must willingly agree to receive information. To make the best possible use of this channel, proximity campaigns should respect customer’s privacy and time.
Campaigns that feel intrusive will ultimately be punished. Assessments should be made to determine the best way to deliver your message. If your message requires additional personal information, customers may dismiss your message. Best practices suggest delivering a concise message that invites the consumer to engage with your content whether that’s a coupon, a video, a promotional flyer, a ringtone, or even a business card.
RAZUR’s Proximity Marketing Solution
RAZUR’s proximity marketing solution relies on Bluetooth® advertising (also known as BlueCasting). Studies show that up to 75% of cellular phones with Bluetooth are enabled, which allow the transmission of Bluetooth messages from a laptop or network direct to mobile phones.
From a cost standpoint, proximity marketing is a powerful and affordable solution for businesses looking to broadcast content to those in their surrounding area. On top of RAZUR’s BlueCasting solution, we offer additional configuration options including:
- Campaign configuration with your message pre-installed
- Wi-Fi package for branding local hotspots
- Ability to manage multiple devices across multiple campaigns, globally
- Analytics & Reporting
Proximity marketing has experienced substantial growth since its implementation, especially in Europe and Asia. Advertising research firm Borrell Associates estimates that by the year 2015, businesses will spend $6 Billion on proximity marketing solutions. Proximity marketing offers a great way to connect with customers through a device that never leaves their side. Would you take advantage of purchasing opportunities delivered through proximity marketing solutions? Let us know below!