The main purpose of the proximity marketing plan is to connect with customers while they are near your business or service and spur them into action.
In the case of mobile messaging, it’s important to consider adding an opt-in component to your campaign. More and more, customers value control over the messages they receive and desire privacy from unwanted solicitations. A simple opt-in invitation, delivered via mobile device, such as: “Would you like a 20% discount on your purchases at the mall today?” can effectively engage nearby consumers without seeming too invasive to their shopping experience.
Mobile devices are made for short messages and quick interaction, and there is intense competition for the attention and time of the mobile device user. Therefore, in developing a proximity marketing plan, messages must be sharpened and honed to be as clear, concise, and impactful as possible.
Because the proximity marketer’s time with each potential customer is so short, it’s critical to create goals for that interaction. If the goal is to drive as much traffic as possible to the business and maximize sales that day, then an electronic coupon or special offer might be the best strategy. If the store has a high turnover rate, the goal may be to make a connection with customers by offering them incentives to return.
Once the proximity marketing plan is developed and implemented, it should be constantly monitored and adjusted. The digital and interactive nature of most proximity marketing campaigns provides the advantage of real-time data collection of response and success rates. If a message is failing to connect, it can be easily and quickly adjusted.