How Proximity Marketing Can Help Smaller Stores in the Town Centre
In the run up to Christmas it is becoming increasingly important for retailers of all sizes to sell their products, as this is the time when public spending is at its highest throughout the year. The pressure is on most shops as positive economic growth is usually expected when the figures for Q4 are published next year, not to mention the personal stakes held by the shop owners, who are trying to make a living and are relying on Christmas to make their figures for the year.
It can be extremely difficult to advertise a smaller store in the presence of larger ones, particularly in shopping malls or town centres where there are household names to be seen on most streets. Large stores are equipped to promote their interests to their potential consumers while they are at home as well as on the streets; worst of all, chances are that most people will visit the large stores anyway if they think they might be interested in any of their products. The smaller retailers are at risk of being forgotten, particularly if they are in a corner of a shopping mall, or on a back street in the town centre, and this really need not be the case.
Proximity marketing is one way in which privately owned small businesses can catch the attention of the general public. By appealing directly to consumers mobile phones while they are already out shopping and receptive, proximity marketing means that businesses can advertise to consumers out of their line of site, even in other shops or other venues. This variety of marketing allows for multiple, colourful multimedia messages to be distributed to anyone in range of a carefully placed transmitter in the town centre, without being charged for each message delivered, or being charged printing costs. More importantly, the adverts shown are always only the size of a mobile phone screen, and therefore are charged at a flat rate, putting smaller companies on even footing with larger ones.
Of course, proximity marketing technology can be used to send almost any content; from full colour adverts, to up to the minute updates from service companies, to apps and links to mobile websites. The medium is suitable for just about anyone who wants to reach their customers directly. Fortunately for small businesses, there are advertising networks beginning to spring up that will send out content for a relatively small charge, providing access to a cutting edge service for much less than it would cost to buy the hardware, and achieving similar results.
Proximity marketing services such as JungleDrum charge little to distribute content such as advertisements and discount vouchers to large numbers of people via their mobile phones, while they are already out shopping and looking for a good deal.
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