ProximityMarketing.ca Blog

Proximity Marketing - Make sure you add value!

2009-03-02T07:09:00.000-08:00

Mobile marketing as a tool requires a totally new way of thinking. The old “mass media” approaches of 40 years ago will not work in today’s environment.

There are several keys to today’s mobile market. The first and foremost is to figure out what the target market is interested in, and give it to them. There is almost no reason why the old model of “produce, market, and hope to sell” should still be around. In today’s environment, especially in the digital world, you can measure traffic, develop products / services to service that traffic, and measure results almost instantly in test market scenarios. Think about the old saying “You can’t sell a freezer to an Eskimo”. The product just isn’t ideal for them and no matter how good your freezer is, they won’t want it. The same thing goes for mobile marketing. If you develop content that is not suited to the target market and your brand, your effort will fail. Offer them something they already want. It is easy to deliver something to people when they already want it.

The amazing thing about Proximity Marketing is it only works if your customers have given permission for your message to be delivered to them. People are too busy and overwhelmed by all the other marketing messages blasted at them daily. Bear in mind you are asking people to add more marketing into their life when you connect with them, so make sure whatever you deliver is compelling and interactive.

People will only interact with Proximity Marketing if they feel it is adding value. They will not interact if they think you are just going to push something they do not wish to receive. The most successful applications have utilized coupons, movie trailers, and other call-to-action techniques. You could offer a free movie, a free appetizer, or free parking. By offering something the customer wants, you can entice them to download your content onto their most personal device: their mobile phone.

Thing very carefully about what your customer’s compelling reason for the interaction is. What do they want that you can provide? Obviously there is your base product / service, but do not miss the chance to turn each and every interaction into a viral marketing campaign that can drive sales through the roof. However, do not do something sexy for the sake of being sexy. Always bear in mind your goals, your brand, and your message. Communicating on the phone is sexy enough, keep your marketing fundamentals in mind.

Best of luck!

Dave Burnett

Proximity Marketing Must be Dynamic and Worthwhile

2009-02-27T12:34:00.000-08:00

The beautiful thing about mobile marketing is you have the ability to interact with your customer. You are not just trying to grab their attention, or attempting to blast through the media cluttered landscape, you can actually engage with them by their choice.

One of the keys to your interaction is getting the right mix of information to your customers in the palm of their hands. Mobile marketing must be dynamic and worthwhile as you are communicating with consumers on the most personal of advertising mediums.

Once the customer is engaged with your mobile marketing message, the content of your message is likely to be read immediately. Your call to action is also likely to succeed or fail immediately based on the usefulness of the information you are sending them.

Like any other marketing campaign, serious thought and strategy must go into the design and development of your campaign to determine the right tools for the job.

The best time to interact with someone on their mobile device is when they have “dwell” time. This is otherwise not useful time and your interaction with them can provide for a long-lasting positive experience. Examples of dwell time include: Standing in a line, taking a break, them having a snack, or other times where they would just generally be bored.

Your campaign must be planned to achieve the results you are looking for, and makes the most of your customer’s connection with your brand. One of the best features of mobile proximity marketing is a permission based marketing that is a combination push / pull interaction with the consumer.

If your content truly engages or entertains your customer, they will seek out locations to download the content, or “pull” it from you. If your content is good enough, this type of marketing actually allows for customers to forget you are marketing to them and allows them to truly enjoy the value they receive.

However, in order to be successful there must be a push element as well. However, do not push unwanted or “spam” based content to them. No one wants ads delivered to them when they are not interested. A positive push campaign starts with awareness. Consumers who are unaware of what you offer must be informed through the use of prominent stationary media or interactive Brand Ambassadors. Once the consumer is aware there is content available to be downloaded for free, they are asked if they would like to receive content on their mobile phones. If they say yes, they have opted in and the content is pushed to their mobile phones and the brand experience can truly begin.

Best of luck!

Dave Burnett

Proximity Marketing. Inspiring Action.

2009-02-09T08:19:00.000-08:00

Proximity Marketing Bluetooth wireless technology is realizing the full potential of personal wireless and our dream to communicate freely. It is the next logical step from SMS or text messaging and is designed to make connectivity invisible and reliable. Utilizing the latest advances in wireless technology, we are implementing a perfect convergence of extraordinary technology and elegant simplicity. Hundreds of companies are on board. Thousands of engineers have contributed. More than one billion devices are in use worldwide and people are experiencing just how far they can go.

We are all accomplished innovators, inventors, dreamers and doers. Each focused on unique goals, yet sharing the same language, the same understanding with the unwavering belief in possibilities. Our goal is to turn those possibilities into reality. The Proximity Marketing solution connects the promise of Bluetooth wireless technology to real-world everyday activities.

Proximity Marketing’s unique solutions enable you to finally communicate the right information to the right people, at the right time, in the right place, and to inspire them to act. People love it because every communication is free and is a fully “opt-in” and “opt-out”. It adapts to how we work and how we live, transforming everyday tasks into everyday solutions to the benefit of everyone. It’s surprising, nimble, and soon to be everywhere. Seeking new applications and finding new opportunities in everyday life.

Please visit our Proximity Marketing site for more information and solutions.