The other day I was in Mall of the Emirates, and as I was passing by a booth for a real estate company, I took notice of the person manning the booth. He was observing all the people passing by him. To my surprise, this agent chose to have a conversation with me about their new residential tower project. He was trying to sell me an apartment!
There are much better ways to connect with people when they are in your vicinity; there are more effective ways than random selection. With social media, location registry tools, CRMs, mobile devices, and Bluetooth technology combined, a delicious recipe can be cooked up, allowing companies to maximize their reach to target groups. The beauty of it is that it can even be done during the exact moment prospects are passing by your premises. We call this proximity-based marketing.
Here are a couple of examples:
1. A restaurant group uses Facebook Places, Foursquare and Gowalla (mobile location registry platforms) to customize its service for customers based on info available to them about each person in the vicinity of their restaurants.
2. An electronics store uses a Bluetooth broadcasting technology to send Bluetooth messages about special offers to all mobile users within a short distance of their premises – of course the recipients should also need to have their Bluetooth devices turned on.
Implementing a proximity based marketing strategy can be very essential for businesses from specific industries. There are endless ways to apply this concept; however, extra time, planning, processes, and resources will be needed to utilize such marketing channels successfully.