Proximity advertising refers to marketing to the right consumers, at the right time, and in the right place. The focus here is understanding your local area and the people most likely to choose your business – the people who live and shop locally.
We have put together 3 reasons why you should consider proximity in your Out-Of-Home advertising:
Catchment area
As an SMB it is important to consider your local area and who shops there. People living locally are more likely to choose a business close to home rather than travel for the same offerings, so make sure your Out-Of-Home ads target your surrounding areas. As a brick-and-mortar business, the first step here is making sure your advertisements are within proximity to your store.
Path to purchase
One of the greatest advantages of Out-Of-Home media is that it intercepts customers on their path to purchase in the last window of opportunity. This means that your billboard can reach customers when they are ‘ready to buy’ and sway their purchase decisions on the way to making said purchase. To capitalise on this, many outdoor advertising signs include directions to their stores.
Work from home - Trend
The pandemic has changed many people’s daily movement between work and home, with partially working from home becoming the new ‘normal’. This has made local marketing more important than ever since people are more likely to stay and shop in their local areas. As a smaller local business, this is a great opportunity to make new and loyal customers in your area.
Interested in learning more about outdoor advertising? Contact us today.
