a customer using a hyper contextual promotion via mobile to buy

How to Create Hyper Contextual Promotions that Convert

by | Nov 3, 2020

Maximize local area marketing campaigns to increase store transactions and sales.

As Australia lifts most of the restrictions for its states, the country is transitioning to the new normal. As more businesses reopen and more people are mobile again, local stores can start recovering from the pandemic’s economic effects.

Businesses now must find creative ways to re-engage their market to recover from the lost time and profit due to the lockdowns. During these times, hyper contextual promotions will bridge this gap. It will enable small and independent businesses, retailers, and brands to reach out and promote to customers who need your product and service the most. It’s also a great opportunity to take advantage of the approaching Christmas season as people will soon do more shopping and go on holiday activities.

By combining offline and online marketing strategies, businesses can push relevant offers and content to locals and provide a convenient omnichannel experience for customers. Ultimately, hyper contextual promotions keep customers engaged especially as the country starts to economically recover from the pandemic. 

To help you get started, here’s how to develop hyper contextual promotions to effectively increase your sales.

1. Identify your current business challenges.

a supermarket in need of local area marketing to increase customers

Now that the country is coming back to work and has more freedom to go around, the challenge for businesses is finding ways to recover from losses and start growing again. But how and where should businesses start?

Determining specific problems will help local businesses pinpoint what to do and where to start. To help you identify these issues, start by asking the right questions. For example, if your general problem is low sales, ask yourself these questions: Aside from the pandemic, what are other internal or external pressures in your business? Who exactly are our target customers in your local area? What are their current needs?

Ideally, look at your business through the following lenses: What do you know about your customers? What don’t you know? and what do your customers think about your offers? Evaluating your current situation first will help understand customer needs to meet your business goals.

2. Set your business objective. 

After determining your current problems, set your business goals by using the SMART goal-setting strategy. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-based. Applying these characteristics to your goals help set detailed, measurable objectives and assess if your goals are effective for your business. 

For example, a local grocery store’s broad goal is to drive more customers to their shop. Applying the SMART goal strategy would break down this goal into more specific and actionable goals like “I will increase the store’s foot traffic by offering discounts for relevant and timely products, and promoting it to the local community through digital promotions platforms.”

Notice how all characteristics of the SMART goal strategy have been applied. Setting SMART goals establishes the direction your store should take and how to promote your products or services using hyper contextual promotions.

3. Know your target audience.

To create successful hyper contextual promotions, understanding your customers’ needs and behaviours enables you to offer relevant and valuable products and services. What products or services from your business would they find useful? When would they need it the most? As the government starts to ease quarantine restrictions, how would customers want to receive your products or services now? Consider these questions and factors such as age range and income to know how your products and services align with your customers’ needs.

While big brands and large companies use data and analytics to understand their customers, local businesses and small enterprises have the edge of getting firsthand information from their community. Ask existing or loyal customers for feedback or concerns that they might have and see if you can solve it for them through your offerings. Using this information plus insights from digital platforms, you can offer the right services and create the right marketing campaigns to approach and attract your customers.

4. Join a digital promotions platform.

a person using the Imfree app for hyper contextual promotions

The power of hyper contextual promotions lies in effectively using online and offline platforms to offer an omnichannel experience for customers. Digital promotions platforms enable small and independent businesses and brands to easily reach and promote to the right customers at the right time in just one mobile app. After marketing to an online audience, they will then visit your shop to avail of your offers. This creates a seamless and convenient transaction for you and your customers.

For example, Imfree is a local area marketing platform that enables businesses to push rewards and discounts to nearby customers in real-time. Imfree helps businesses to not only connect with customers who need their services but also increase transactions with them.

Overall, digital promotions platforms like Imfree help businesses to engage with their local community. To support local brands and stores, Imfree offers full access to its platform for free. Partners can promote discounts and offers in real-time and create a digital loyalty card among other features. To get started, simply register for free, set up your store online, and promote your offers.

5. Offer value to your customers at the right time and place.

Hyper contextual promotions work best not only because it targets customers within your community, but it also promotes products that are relevant to customers. When you offer discounts or sales that are essential and timely, you catch customers’ attention and nudge them to purchase your offers.

With a promotions app like Imfree, a local restaurant can push a salad offer for lunch, groceries can promote ingredients or meals for dinner, or hardware stores can offer a special discount for the weekend. With the platform’s flexibility to promote relevant offers instantly, Imfree partners have used the app to promote long-term campaigns generating an unprecedented high ROI. See their stories to know more.

Additionally, you can use your online platform’s business insights to check how your customers engage with your offers. For example, Imfree’s dashboard shows partners their real-time visibility through metrics such as views, clicks, and sales. These insights will measure your campaigns’ success and show what products or services your customers need the most.

Growing your business through hyper contextual promotions

Marketing a small business or brand does not have to be complicated and costly. In fact, simple yet effective local area marketing strategies had been bridging the gap between local stores and consumers. As Australia transitions to the new normal, it’s needed more than ever.

Filling in this need, digital promotion platforms have made it possible for local stores to engage with their community and thrive during these times. Imfree is helping small businesses have a voice to effectively reach customers in their local areas. Ultimately, the platform aims to revive businesses as the country re-opens more stores. To provide further support for local stores, Imfree offers a free plan for all businesses. Sign up for free today and reach the right audience with the right promotions at the right time.

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