Proximity marketing refers to localized wireless distribution of advertising or promotional content. A localized marketing campaign can be distributed via a traditionally localized broadcast, but it is more common for advertisers to target specific devices such as cell phones or tablets that happen to be in an area. Locations of devices can be determined through a few different methods including cell phones being in particular cells, Bluetooth or other wi-fi devices being in range of a transmitter, or Internet devices with GPS enabling them to receive data from localized servers. Proximity marketing communications can be targeted to a specific group of people in a specific area such as a tourist hot spot, and they can be time specific as well as location specific. Some popular uses of proximity marketing include media distribution at events such as concerts, distribution of information about local facilities, and social applications such as the popular Four Square app.

Bluetooth-based proximity marketing systems have proven to be especially popular. These systems generally involve setting up Bluetooth broadcasting equipment that sends information to Bluetooth-enabled devices in the area. Users will get messages and advertisements in the form of text, audio, or video messages sent to their devices. The only caveat to using Bluetooth-based marketing is that many Bluetooth users often have their devices either powered off or not set to “discoverable,” which makes them unable to receive signals from marketing systems. Many advertisers have solved this problem with “calls-to-action,” or using traditional advertising such as posters and television monitors to tell Bluetooth users to turn on their devices.

A GSM-based system can also be effective in proximity marketing. This allows messages to be broadcast to all mobile users in a specific geographical area, although the accuracy of this method can vary from one location to the next. This system is often used not only by advertisers to get the word out on a product, but by government agencies and emergency services to convey important messages.

One innovative use of GSM-based proximity marketing was employed by the UK shopping center Bluewater. Bluewater used a GSM system to track shoppers through the center via their cell phones to monitor what they are buying. The info take from this has been used in market research. Shoppers also received specific special offers and coupons over their mobile phones as they were shopping.

Now that practically everybody has at least one mobile device on them at all times, proximity marketing has proven to be very effective in advertising and marketing. Users received special offers from stores when they happen to find themselves nearby, coupons can be sent to users instantly by phone instead of by mail, and up-to-date news reports can be sent to cell phones and computers about nearby events. Proximity marketing is the wave of the future, and while it will probably never replace traditional advertising methods it is a surefire way to get the word out on any product or event.

Different colors carry different psychological meanings and impacts. They can affect your mind and the way you think and feel.

With this in mind, you should choose the color for your logo, website and all of your marketing materials carefully. It has been my experience in Las Vegas that most small business and even medium-sized companies clearly don’t take this into account. In doing so, you’ll be able to keep ahead of your competition and look more professional and polished and you’ll be able to narrow down your choices for color much more easily.

So what do colors mean, both positively and negatively?

Blue

• power and success
• trustworthiness
• peace and harmony
• conservatism and idealism
• reliable and stable
• professionalism

Many Las Vegas companies may decide to follow a shortcut method of planning their marketing communications strategy. Whether you’re an individual business or a company, skipping this step of business development will hinder your sales growth long term. It is important to recognize the focus on advancement by those that take the time to develop an effective marketing communications strategy. You will definitely spend several hours putting this together, but you will know that it’s useful because a marketing strategy provides you with a plan of how to handle projected successes and when it’s completed, you will have gained valuable intelligence about your target customers, brand strengths and weaknesses, competitive landscape, and finally the marketing objectives that will lead you to the top.

Start with what you know.

Take a few moments and capture your thoughts on the ideal target customer for your business. Write it down. Your final notes will give you the detail you need to formalize your Marcom strategy. Consider who you are and what you represent. What image would you like to project in the marketplace? What’s most appealing to your customer? This should be your perspective when putting a marketing communications plan together. Question everything from the customer’s point of view. Note common themes that come to mind – industries, trade associations, demographics, or anything else you notice.

Next, decide where you want to go.

Brainstorm ideas of how you can promote yourself to gain awareness of your brand as you advance through this process. Evaluate your brand’s strengths and weaknesses. Follow the basic marketing S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats) formula by developing several bullet-point statements to define each section of the analysis. Create a list of competitors in your industry, region, or specialty. You may even wish to complete S.W.O.T.s for your top, three competitors as well. It’s good practice to spend the time getting to know your competitors and this will make you much, much smarter in the end. Everything you do should be viewed through your customer’s eyes. If you have more than one, majority-type of customer, include each perspective throughout your strategy.

Now map it out.

Now that you’re fully armed with detailed knowledge of your customer base, company goals, and strengths you are in a perfect position to map out the marketing venues that will lead you to success. Begin this process with what I call a ‘zero budget.’ Author your dream list. There are no monetary blocks here and this encourages you to consider all possibilities. Explore advertising paths, customer events, trade shows, associations and chambers of commerce. Refine this list with a dose of reality then put it into action. Remember to design your ad promos from the customer’s perspective. 

Try to have fun with this process and take some time to review these web sites for great tips and tricks:

More on marketing intelligence and considerations:
http://www.mindtools.com/pages/article/newSTR_94.htm

Great tips for individuals looking to market:
http://self-employed-marketing.suite101.com/article.cfm/create_a_marketing_strategy

Marketing strategy formats with templates:
http://www.businessballs.com/freebusinessplansandmarketingtemplates.htm

For professional Las Vegas Marketing Communications consulting, contact Perkolate at 702.341.0085 or visit our website at www.perkolate.com.

When you started your Las Vegas business, you most likely created a business plan to map out the strategic business direction your company would follow and projected sales, profits, costs, etc. In the same vein, you need to create a basic marketing communications plan for your business as well.

The goal of a marketing communications plan is to make potential customers in Las Vegas (and beyond) aware of your business and its products and services. This is accomplished by creating websites, brochures, flyers, powerpoint presentations, press releases and more.

In order to write a meaningful marketing communications plan, you need to do research to understand your target market and target customer, what materials would be most appropriate to reach that customer and what budget and timeline will help you reach your marcom goals.

The following are some great links to help you understand exactly what a marketing communications plan is and some templates and information to help guide you along:

• What is a Marketing Communications Plan? – hutchinscrang.com
• What is a Marketing Communications Mix? – wikianswers.com
• Marketing Communications Plan Template – csumb.edu
• Integrated Marketing Communications Plan Outline – mcgraw-hill.com
• Creating an Integrated Marketing Communications Plan – rd-marketing.com
• How Marketing Plans Work – howstuffworks.com
• Marketing Communications Articles, Resources, Glossary – marcommwise.com
• Books on Marketing Communications – amazon.com

I write a lot about what businesses and companies in Las Vegas SHOULD do to ensure proper marketing, internet marketing and marketing communications strategies and tactics, but I thought it was important to point out marketing mistakes that businesses and companies often make and should be aware of.

Top 10 Marketing Mistakes to Avoid for your Las Vegas business:

1. Not having a basic marketing plan written. You need to know where you are going to go and how to get there, right?
2. Not reserving a marketing budget. This is a big one in Las Vegas. You need to be aware that to market your company or business properly in Las Vegas, you need to have a budget to execute a marketing plan.
3. Not understanding your target market and target customer and their challenges and problems. You need to know this in order to best market to them and to know how to effectively communicate with them and help solve their specific business problems and issues.
4. Not having consistent messaging across all of your marketing materials including brochures, websites, flyers and ads can hurt the core messages that you are trying to communicate through your marketing efforts and leaves potential customers confused and makes your business look unprofessional.
5. Not understanding your product or service’s specific benefit that is provides to your customer. You need to clearly define how you can help your client and why they should choose your products or services over your competitors.
6. Targeting “everybody” is a huge mistake as well. You may think your product or service may be targeted to “everybody” but it’s not. It’s always best to define groups within your market, a zip code, an age range, one particular issue you can solve for a prospective client.
7. Badly written marketing copy can ruin the first chance you have at converting a looker into a customer. The copy and text on your marketing materials, brochure and website should be well written, concise and should describe the benefits of your products and services and should contain a clear and compelling call-to-action.
8. Not using testimonials from your present clients. They are your most powerful advocates and you should use quotes and case studies in all of your marketing materials.
9. Thinking you do not need a website. A website is CRITICAL to competing in the Las Vegas business market. Your competitors all have websites!
10. Not measuring the results of your marketing campaigns and refining them as you go along. Marketing is not an exact science, you make professional estimations and even if a campaign is going great, you can continue to monitor and refine a marketing campaign to ensure you get the best results possible!