Practical Sales Training™ > How To Get Attention > Proximity Marketing
What is it?
Proximity marketing is all about raising awareness of your offering to those in physical proximity to you.
Why does it work?
It works because of two reasons – propinquity and the trigger point. By the sheer fact of being exposed to something, we are more likely to engage with it and when choosing the location for your proximity marketing, being mindful of the trigger that causes people to act can ensure you are reaching the right people at the right time.
How can you use it?
If you operate in a physical location, then consider how you can visually tag your workspace, vehicles or tools as well as ensuring that your messaging is attuned to who will be nearby and what they may need.
Hypothetical Example:
A local coffee shop sets up proximity marketing by placing branded sandwich boards and banners near the train station a few minutes’ walk away. The messaging reads:
“Need a coffee before work? 2 minutes this way →.”
Because commuters are already thinking about grabbing a morning drink (trigger point) and they’re nearby, the coffee shop’s messaging taps into both propinquity (frequent exposure to the sign) and timing, leading to more foot traffic.
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