The proximity marketing It covers a whole new world to discover, which develops the simplest marketing techniques of the hand of the latest technologies to be carried out. If you are in this post, it may be because you want to know what this type of marketing is or because you want to follow in the footsteps of those companies that have taken it to perfection. You want to know more?
What is proximity marketing
How does the? What advantages does it have for companies? It is the marketing that connects the advertiser with his public through communicative actions carried out at the right time and place.
Physical and face-to-face actions are what characterize proximity marketing by carry out the necessary actions at the points where the target is addressed. The strategy should be the right one to sell the product while enhancing the company’s direct relationship with the customer, that you will be able to know the services and the product directly.
It has a differentiating advantage that no type of marketing has: direct contact means greater impact and better results in the target audience. Likewise, the proximity and the possibility of segmenting the target depending on the geographical situation facilitates contact with a greater number of potential customers.
So as not to leave you in doubt, I present several examples of proximity marketing that will help you understand how it works, what strategies they use and the effectiveness of using proximity marketing.
5 examples of proximity marketing
1.Pass out flyers
The most classic and visible technique of all is to hand out brochures on the street. It is not the most modern, but it is one of the ones that best defines the initial concept of proximity marketing. The businesses that most use this way of selling are NGOs, nightclubs, restaurants and beauty salons.
In another context, political parties they are also often advertised on the street during election campaigns. Brochures are distributed and also, depending on the match, small booths are usually installed at strategic points. There is no simpler strategy than this: the seller is usually near the establishment or at key points in the locality to invite potential customers to try their products and get to know their physical stores more closely.
Another advantage is that the brochures include some type of discount that the client cannot miss. This is a technique widely used by fast food establishments.
2. Connect to a Wi-Fi network
>It seems that not having an Internet connection is becoming more and more one of the main social anxieties. For this reason, some companies they are already taking advantage of these needs like no one else.
That a company bets more and more on offering free Wi-Fi is already a fact. An example of this is the Basque telephone company Euskaltel, which offers free Wi-Fi connection at key points in Basque cities. It is necessary that the interested parties be clients of the company to have this free service, In addition to downloading the app, that facilitates contact with the client through messages, sending campaigns and promotional emails
3. QR codes
which can be read by mobile phone. When the code is read by the device, it is interpreted as a redirect action to the campaign.
Behind each QR code there is more information, that’s why brands are already taking advantage of this opportunity to offer discounts and more brand awareness through the code. Museums, for example, already use this technique behind each work to learn more about artists, authors, collections and works of art.
4.Bluetooth
In addition to connecting between devices, Bluetooth is also used for commercial actions, such as sending offers or coupons to the customer. An example of successful proximity marketing is that of , which carried out strategies for users to receive their promotions via Bluetooth.
As we explained to you in , the technical improvements in Bluetooth multiply the possibilities to be able to offer more personalized and faster campaigns through beacons synchronized with mobile devices. both in retail, personalizing the offers to the maximum, or in other settings, such as in a museum offering the user all information of the works you are visiting.
5. Geolocation
It is very common for proximity marketing to be confused with marketing exclusively based on the geolocation, this point being only one of the forms and strategies of proximity marketing.
If activating geolocation means being able to receive promotions and discounts, the customer does not usually hesitate, the option is simply activated and the business offers you the opportunity to have to pay less for a product that you were looking for or that may impress you.
In this way, the advertiser you will know more details about the client and you will be able to target them for your campaigns and will allow the company to act based on the geolocation information that allows segmentation.
Taking the customer into account, knowing where they move, their tastes and taking advantage of the opportunities that it gives you to get closer, both physically and virtually, to people generates greater trust and knowledge of the brand and its products. There are already many businesses that use proximity marketing and include it within their .
And you, would you join the change?
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