A successful implementation of a Proximity campaign requires thorough preparation and planning. Thus, it is essential to perform the following steps:
- Define KPIs
Set clear goals for Proximity Marketing campaigns and focus on achieving them. For example, the aim could be to increase sales by 15%, attract new customers, grow consumer base, or enhance clients’ loyalty. Everything depends on the type of a business you are running and its strategic objectives.
- Identify your Target Audience
Understand who your target audience is, learn their interests and create a message that will speak to them. In other words, it has to motivate a particular customer to take the desired action: purchase an item, add it to favourites on a mobile app, share info about an advertised product through social media, etc.
- Segment the Audience
Split your audience into groups. According to the DMA National Client Email Report 2015, 77% of ROI is generated by targeted, segmented and triggered campaigns, and, therefore, accounts for up to 58% of revenues. Thus, to lead a beneficial interaction with a particular group of individuals, the messages and activities directed at them should be created with a certain interest, concern or customer behavior model in mind.
- Build a Content Plan
Be consistent in your business-customer communication and gradually familiarize a consumer with a product (or a service) that your company provides. Come up with several pieces of content and offers, and mark the dates for their delivery. Do not forget to assess the results, and adjust your approach (if necessary).
- Create an Appealing Message
Consider your customers’ needs and think of creative content that will be most likely to attract their attention, as well as persuade them to take an action that corresponds to the initially set goal.
- Choose Locations
Identify the areas where Proximity Marketing will be launched and, install the WiBeat BLE beacons there. Make sure to set up distances for Immediate, Near and Far zones – and use these parameters for targeting when building a Proximity Marketing campaign.
- Narrow Down the Targeted Audience
Decide whether targeting by demographic characteristics, like age, sex, etc. would be beneficial in your case.
- Avoid Spamming
Establish the frequency for push notifications’ delivery based on your target audience’s shopping habits.
- Assess the Results
Use CVO Portal to view how many individuals responded to your message. With RTLS on board, one can collect and compare location-based insights like area popularity, the number of new and returning visitors, before and after the campaign was launched.
Good luck with your Bluetooth Marketing campaign!