This past week, ShopAdvisor, Mobee and NinthDecimal presented an education-packed webinar on the three flights of a proximity marketing campaign and ways marketers can increase campaign effectiveness with best practices for before, during and after a campaign.
To our surprise, a poll taken at the beginning of the webinar revealed that 65% of attendees comprising of marketing executives to digital media planners felt the pre-campaign stage was the most critical step in a marketing campaign, whereas 15% ranked the in-flight stage, 0% post-flight and 23% believed that all stages were essential. Little did they know at the time that we were about to blow their minds with some of the most overlooked elements during each flight of a campaign and how they can be applied to their own campaigns.
Below, in 5 minutes or less (go ahead and time it!), are the top five components mentioned during the webinar that could significantly impact all three stages of a proximity marketing campaign:
1. First Moment of Truth (FMOT)
You get 3-7 seconds after a shopper first encounters your product on a store shelf to convert them from a browser to a buyer. Thus, it’s crucial to fully understand what is happening in the physical retail location, as well as the different elements to a consumer’s purchase consideration before you launch a campaign. Data points such as product placement to product findability all play a vital role in how one will structure a proximity marketing campaign and drive the maximum ROI.
2. Product Availability
Studies show that 92% of consumers, particularly millennials, said that real-time product availability would influence where they shop. That’s a pretty clear sign that knowing where your product is in-stock at the onset, and throughout the duration of your campaign, should definitely not be ignored. It’s unproductive to promote products to consumers that are not on shelves nearby. While it’s important to keep tabs on where your products are in-stock, it’s also imperative to be aware of where your competitors products are in-stock as well, so you can compete in the market and devise a plan to target your ideal shoppers.
3. Foot Traffic
Understanding what audience segments have been exposed to your rich media creatives and how they are reacting to them is an important element to optimizing foot traffic while your campaign is in-flight. Is your campaign causing shoppers to go into a store incrementally more than they would normally? Through using historical visitor data, you can begin to understand the locations your consumers are visiting more than they were before. This will enable you to attribute those incremental visits to the effectiveness of the campaign.
4. Audience and Contextual Insights
Marketers can learn a wealth of information about their campaign performance and how to direct future campaigns by evaluating audience and contextual insights during both the pre and post-flight stages. Insights such as what subgroups your campaign attracted and where shoppers went 2 hours before or 2 hours after your impression reached them can provide you with a better understanding of your audience and how to target them in the future. Additionally, observing the context of consumers, such as purchase intent, seasons, time and day shoppers are purchasing products, and what the weather was like when the ad reached their mobile phone or desktop can all be used to measure the success or failure of a campaign and help devise effective strategies for future initiatives.
5. Sales Lift
Now that a your campaign is complete, what can you learn from it and how can you improve next time? A sales lift is a comprehensive multi-dimensional analysis to understanding what in-store attributes drove sales during your campaign and compare them to prior sales and promotions. Carefully evaluating the data that your campaign captured can inform you on things such as which stores performed better and how long it took for a shopper to locate the product in-store. With these attributes, marketers can look at which components would make the most sense to continue and which components need to be changed so they can achieve a higher sales impact going forward.
How’d you do? Did you make it in 5 minutes or less? After the webinar, we asked the same question to our attendees about which stage they felt was the most critical now from what they learned, and the results were impressive! Those 65% who favored the pre-campaign dropped to 25%, in-flight rose to a whopping 50% and the post-campaign stage got a little love with 25%. By no means do we favor one stage of a proximity marketing campaign over another, however, it can be concluded that paying a great deal of attention to not just one, but all three stages of a campaign flight can provide overall campaign success.
If you would like to learn more about ways to increase the effectiveness of your proximity marketing campaigns, you can watch the full webinar below or contact ShopAdvisor, Mobee or NinthDecimal for additional information!