June 10, 2025
Something is exciting about standing at the intersection of creativity and data. Picture this: your customer walks into a store, and within seconds, their phone lights up with a short video that feels like it was made just for them. That kind of moment isn’t just possible, it’s becoming the new standard in proximity marketing. But for it to work, the video content can’t be generic. It has to be smart, relevant, and, most importantly—designed with location in mind from the very first frame.
That’s where the art of planning video for beacon-based campaigns really begins. From scripting around physical locations to capturing visuals that match a specific mood or audience behaviour, video strategy is evolving fast. And if you're working in a city with as much personality as Cleveland, the story should feel local, too.
This is exactly where strong video production teams shine, especially those who understand how place and purpose go hand in hand. Let’s break down what it actually takes to produce video content that aligns seamlessly with your proximity marketing goals.
If you’re already using beacon tech or geofencing tools, you’re familiar with the magic of micro-moments, those split-second decisions people make when prompted by their environment. What better way to shape that moment than with a video?
Video grabs attention faster than text and builds an emotional connection in just a few seconds. But location-triggered content isn’t just about showing off a product; it’s about showing it in the right context. That context can shift dramatically depending on where your customer is standing or what they’re doing.
Here’s where it gets fun. Imagine these examples:
These aren’t just ads, they’re experiences. And like any good experience, they need to be planned, scripted, and produced with purpose.
Planning a proximity-based video campaign starts with understanding the spaces where your audience will encounter the content. You’re not just writing a script for any screen, you’re writing for specific moments in physical space.
Ask yourself:
These factors influence everything, from dialogue length to music choices to whether you even need dialogue at all. For example, if your video is going to autoplay in a loud shopping center, make sure your visuals can carry the message without sound. Use text overlays, clear actions, and bold imagery.
Once you know the setting, it's time to write a script that fits that moment. Here’s what that means in practice:
Great scripts aren’t just creative. They’re engineered for conversion. And the best scripts start with a question: “What action do we want the viewer to take in the next 30 seconds?” Whether that’s stepping inside a store, scanning a code, or trying a new product, build every scene around that goal.
If you’re operating in a specific region like Cleveland, don’t underestimate the power of familiarity. Video content that features recognizable landmarks, accents, neighborhoods, or cultural cues has a stronger emotional pull. And when your proximity tech activates a video that feels like it’s made “for us,” that emotional connection turns into engagement.
Whether you're highlighting a local business, filming at Edgewater Park, or referencing Cleveland sports pride, local cues matter. A local video crew knows how to capture that nuance without making it feel cliché.
The visual style of your video should match the mood of the moment. A video played in a luxury boutique might need soft lighting and slow camera movement. A quick promo outside a sporting event might thrive on fast cuts and bold type.
That said, your visuals also need to play well with the tech:
Technical planning also means working closely with your development or proximity tech team. Where and how will the video load? What resolution works best? Will you need multiple versions depending on signal strength or device type?
This is where a well-rounded video team can save you serious stress. They’ll plan for these variables in pre-production instead of scrambling to fix issues post-launch.
When it comes time to shoot, you’ll want a crew that understands both storytelling and strategy. The set may be small, but the stakes are high, you’ve got seconds to make a meaningful impact.
Here are some production tips tailored for beacon-triggered content:
When your production team gets it right, your video won’t just play well on a phone, it’ll feel like it belongs in that exact moment.
Here’s a bonus that’s often overlooked: when you plan a shoot with beacon strategies in mind, you can also use that same footage across multiple touchpoints.
Let’s say you shoot a short, proximity-triggered video for a Cleveland boutique. You can also:
A good production plan includes this versioning strategy from the start, making each shoot more cost-effective and more valuable in the long run.
If your proximity campaign is based in or around Cleveland, you don’t need a massive production house flying in from L.A. You need a team that gets local context, understands midwestern audiences, and knows how to shoot efficiently on-site.
A team like Awing Visuals, for example, brings both production skills and regional insight to the table. They know which neighborhoods resonate with certain audiences. They know the lighting quirks of shooting outdoors near Lake Erie. And most importantly, they know how to deliver high-quality work quickly, because timing is everything when you’re planning a campaign tied to physical space.
Beacon-based video campaigns offer some great analytics opportunities, if you’re set up to track them. Here’s what to look at:
Combining video data with proximity metrics gives you a powerful window into user behavior. And if the numbers aren’t where you want them? You can test alternate video versions without changing the whole campaign.
Video has always been powerful. But when paired with proximity triggers, it becomes precise. You’re not just telling a story, you’re telling the right story at the right time, in the right place.
To get that precision, you need a video team that’s thinking a few steps ahead, from scripting with context to filming with purpose. Whether you’re working on a retail rollout, a tourism push, or a hyperlocal brand launch, location-aware video is your secret weapon.
And if you happen to be rolling that campaign out in Cleveland? All the more reason to work with a team that knows how to capture both the moment and the mindset.
