Despite its relative obscurity, close range marketing is proving to be one of the most efficient ways available to a business today, which turn occasional customers into active buyers. While this marketing type may have been inefficient ten years ago, nowadays, since no one leaves his home without a smartphone, this strategy can significantly boost a company’s sales.
Definition of Close Range Marketing
In its basic form, close range marketing can be defined as an online marketing approach that uses wireless technology (such as Bluetooth and Wi-Fi) to send exclusive messages containing discounts, coupons, and special offers to selected customers of a business that are located in the vicinity of its distribution channels.
Close range marketing works because it targets clients that are located near a company’s store, and thus are more likely to respond to a call-to-action than someone who receives an email while sitting on a couch at home. All an enterprise needs to employ this marketing strategy is the customer’s permission to send messages to his phone.
The only real danger of using this marketing approach is overplaying it. Such situations occur, when a business sends messages too frequently, forcing the customers to unsubscribe and never return to the store. Thus, instead of acquiring an active buyer, the enterprise loses an occasional one.
Who Uses Close Range Marketing?
Both big and small companies can implement effective close range marketing strategies and gain significant benefits for them. However, this type of marketing can only be used by those enterprises that operate in a physical space. For example, shops that are situated in a mall can attract customers with coupons, while other companies such as travel agencies or airports can offer discounts or loyalty programs.
Other establishments that can take advantage of this marketing type include:
- Bars
- Restaurants
- Banks
- Night Clubs
- Gas Stations
- Theatres
- Universities
- Hotels
- Stadiums and Concert Halls
Regardless of the industry it’s being used in, the primary goal of a close range marketing campaign is to increase the customer’s interest in a company’s product and encourage him to make a purchase.
What Type of Careers Work with Close Range Marketing?
Another interesting aspect of this marketing approach is that it opens several career opportunities for individuals that work in the marketing industry. Thus, the most highly-demanded positions include:
Mobile marketing manager
An employee that is responsible for supervising all activities related to a company’s mobile marketing campaigns. Additionally, a mobile marketing manager is tasked with generating new ideas, staying aware of any innovations in the wireless technology industry, and ensuring the success of existing close range campaigns.
Account Manager
A worker assigned to customer support. In relation to close range marketing, such employees are responsible for notifying customers about any changes in how the company’s messaging system works and answering any questions they may have.
Marketing Specialist
An employee whose purpose is to develop and implement marketing programs, which include the organization’s close range marketing plans. Additionally, he may be responsible for collecting data from competitors and analyzing how the company’s own campaigns can be improved based on the gathered information.
Facts of Interest
When addressing the topic of how to use close range marketing for small businesses, experienced marketing professionals highlight the importance of the following aspects:
Timing
Messages should be sent out during unbusy hours when the customers are likely to make a purchase anyway. Otherwise, the message may be perceived as spam, regardless of how useful the information inside is.
Service provider
An enterprise has to find a trustworthy service provider so that both the company and its customers don’t have to worry about privacy issues or sensitive information leakages.
Personalized approach
To increase the chances of finding success in using this marketing strategy, entrepreneurs are recommended to send personalized messages and offers to the company’s most loyal clients.
In conclusion, close range marketing is a powerful tool that can be crucial for the profitability of small and medium companies that operate in a physical store. This approach allows a company to attract local customers that have already shown interest in its goods and are likely to make a purchase again, as they represent the perfect target audience.