The Propinquity Effect
Artist Will Saul, Close
The propinquity effect is the tendency for people to be attracted to people and things they encounter often, particularly if they feel they have something in common. It comes from the Latin word propinquitas meaning “nearness.” When people encounter someone or something often, they feel attraction or a bond to the subject or person.
Have you ever heard a song you didn’t really like the first time, but when you heard it again you started to like it? This is the phenomenon of propinquity. Have you ever had the experience of watching a newscaster, expert or someone you like to watch often and feel like you know them; perhaps even know them like you would a friend? This is the propinquity effect.
Propinquity Marketing and Propinquity Points
Having a propinquity marketing strategy can be a powerful and even fun way of increasing your bottom line. First you want to find propinquity points, places where your potential customers will feel affinity. Social Media, in particular Facebook, facilitates this process in ways that were hereto impossible to do with traditional advertising. With Facebook, you have the ability to target people you market to by their likes. When you place a Facebook ad for example, you can choose a specific audience according to what they like.
If you are a Fine Art artist or gallery, for example, you can choose people who love art. But, not just art in general, but specific genres of art. For example, Facebook tells us that there are 2,200,000 people that specifically like Abstract Art, and there are 3,200,000 people that like Minimalism. If your gallery specializes in Abstract Art, you can create a propinquity point by targeting those people in your Facebook ads, messages and images of art.
If you sell Organic Food, Facebook tells us that there are 10,500,000 people on Facebook interested in Organic Food. This is a huge audience to create a propinquity point with.
By creating friendly, interesting or useful messages and putting them out often (creating propinquity points) to people having those interests in common (another propinquity point), those people begin to feel like they like and know you. The next time they buy a piece of art or an organic meal, chances are they will think of you first.
Are You Using Propinquity in Your Marketing?
Social Media Marketing such as Facebook brings in a tidal wave of new opportunities to bring awareness to your brand or product in a positive, non-pushy way. And, what’s more, people carry their propinquity points around with them in the form of their smartphone. How are you using propinquity the power of Social Media Marketing in your business?