Place And Time Promotions In 2011
From Sandwich Boards and street corner fliers, place and time promotions have always been important to retailers. They are still an effective type of advertising to generate interest in your offering within a local area.
A newer form of place and time promotion has emerged in recent times however, due to the increasing popularity of smart phones. One of three things people rarely leave at home these days (the others being a wallet and keys) a mobile phone is an ideal way to communicate with local people to let them know of special promotions you have available that day.
Have you opted in to receive SMS messages and coupons from selected retailers? It’s possible these days to receive a coupon for coffee at Starbucks when you are carrying your mobile phone within a certain distance of a Starbucks branch. Similarly L’Oreal has a discount coupon for its products which appears within a certain reach of Superdrug stores. The beauty of such advertising is that it targets consumers who are already interested in the product you offer since they have to opt in to receive them. In addition the consumers are already close to the advertised location so might well be tempted to come in and use the coupon.
How successful are these SMS campaigns?
According to research from a programme called ShopAlerts “55-79 percent of consumers find location-based alerts from retailers appealing, and 11-34 percent report making a purchase, depending on the brand and the offer”, a good Return on Investment for local businesses. Rip Gerber, President of Loc-Aid Technologies Inc. San Francisco points out that “Adding location or geo-targeting to a marketing campaign dramatically increases the results, the click-through and the action, because that campaign becomes locally relevant for that individual.”
When marketing your business the key to success is to be in the right place, in the right time with the right message. Mobile phones may well offer this. The huge numbers of people iPhones and Androids now has enabled the development of location-based versions of place and time promotions. The Sandwich board may be a thing of the past but what it represented is still around. Just with a modern twist. What’s your view?