Have you ever met someone new and felt that instant click? You somehow knew that the two of you were going to be friends? It may even feel like you’ve known them for years already. You can’t quite put your finger on what it is but you know you’re a match for each other somehow. This is the propinquity effect. This is caused when we meet someone with similar ideologies, attitudes, beliefs, etc. as ourselves. It is also known as the proximity between two individuals as well. When someone is in contact or closer to someone a relationship is more likely to form with that individual. Brands can use this effect to create strong bonds with their brand image and voice to those with similar ideologies, etc. If you create a solid and consistent image of your brand that your audience can relate to and expose them to your image more often, then you are destined for success when using the propinquity effect. This strengthens brand salience. There are two reasons that this effect can take place.
1. Physical distance from someone: this proposes that the physically closer you are to someone, the more likely you are to have an interaction with them. Typically, interactions are neutral or positive and thus, provoke positive experiences. This is how relationships begin.
2. Mere exposure effect: if a person is exposed to a particular stimulus more often, then the more favorably that stimulus tends to be evaluated. For example, you have a name that ends in the same last letter as someone in your classroom and therefore, you two are more likely to interact more often due to being seated in alphabetical order.
Proximity and like-minded values will create strong ties with your customers, whether it be B2C or B2B. Actually, “Research shows that the modern B2B prospect gets 57% of the way through the buying decision before ever talking to a sales rep” (Converse Digital). Cultivating brand salience through email, social media presence, and digital advertising is one of the most important.
