‘Know thy customer’ – it’s one of the first things they teach you at business school. Not all customers are alike, however, and knowing your customer is about understanding the differences in each local market and catering to specific customer needs.
So how do you speak intelligently to local audiences using conventional forms of mass marketing without blowing your budget? It’s not easy and this is one of the reasons why a shot-gun style approach to advertising is losing ground to more intelligent marketing alternatives like Place-based media.
The places we visit every day serve as powerful built-in filters in the marketing process. New technology has arrived to make the process of managing and delivering place-based media easier and more affordable. Where is this leading? Harnessing of the power of place is now becoming a central feature of any successful marketing strategy. Let’s look at some examples.
Clarkson Pump and the Port Credit Pump House Grille are restaurants that have been using place-based media for more than three years. They understand that, for marketing purposes, the people who visit them regularly make up their core audience. These regulars are not just their biggest source of revenue…they are also fans of the restaurant and the most likely to spread the word when good things are cooking at the Pump. So it only makes sense that they use ScreenScape to align their marketing activities around this audience – around their actual sales processes. More specifically they use their screens to sell more daily food and drink specials and promote upcoming events. “Clearly this is influencing customer behaviour” says owner Scott Smith..
Wakefield Canada (Wakefield) is the marketer of Castrol-branded lubricants in Canada. They know where their customers are and use place-based media at the point of purchase to differentiate their products and services – especially their leading brand of synthetic motor oils. This strategy allows them to focus their marketing dollars very specifically around those who are visiting automotive service centres where their product can be purchased instantly.
Because ScreenScape is community-based the local automotive retailer is also able to participate directly in the messaging and add their own local flavour. Using their own ScreenScape account the counter attendant or service manager can login in and upload a relevant, timely message for their patrons to experience instantly and this has their dealers excited about being a part of the Wakefield program.
Retail and food & beverage operations aren’t the only kinds of businesses that need to focus on place to get more out of their marketing dollars. Healthcare is full of examples. The Hearing News Network (HNN) is a provider of place-based marketing services for hearing healthcare professionals. Robert Oswald, Founder of HNN, developed the solution, based on ScreenScape technology. It uses place-based media to emulate the thought process of a successful clinic owner by using screen displays to offer education and information to the public upon entering a hearing clinic. “ScreenScape is like a silent salesman and unlike people it never needs a break!“ By raising the awareness of each customer to healthcare solutions being offered on site those clinics that use HNN see perceptible increases not just in revenue, but in customer satisfaction as well. “Place-based media is now an indispensable communication tool for progressive healthcare solutions providers” says Oswald. “It’s a critical part of that patient loyalty loop that begins with awareness, grows into trust, and encourages a life time of repeat visitation that benefits both the patient and the healthcare provider”.
How can you harness the power of place to benefit your business? Set up ScreenScape where your customers are – sign up for a free 14 day trial today!