Written on Thursday, July 30, 2009
The folks over at TeliBrahma have been kind enough to share a
proximity marketing campaign case study with us here, which I am more than happy to present to you all. It makes a pretty interesting read, and it is worth noting down those numbers at the end.
This blog is addressed mainly towards an audience of (mobile) marketing professionals. If more of you out there have interesting case studies you want to share with the rest of us - and receive feedback from the rest of us - please do
contact me.
“Sangeetha mobiles” is a leading mobile phone retailer based out of Bangalore, India. They partnered with TELiBrahma to increase walk-ins to their outlets in Bangalore during their annual sale.
The objective was to communicate multiple offers in the promotion to the right customers and to overcome the disbelief in promotions in a competitive market.
The campaign strategy is to target right customers at the right time and deliver relevant content to them, which is possible only with BluFi. And to make the communication relevant to their present location.
We segmented customers based on their phones as lower end, mid segment and high end handsets and we delivered relevant communication to them by delivering offers that matched their mobile profile.
“For mid segment handsets we delivered offers on Memory cards to upgrade their mobile memory!”
During the campaign our existing BluFi network in shopping malls, youth hangouts, restaurants, commercial streets etc were used for the promotions. The retailer has multiple outlets in Bangalore and in the BluFi locations near the outlet we delivered the promotional message to customers and prompted them to walk-in to the outlet by providing the address of the nearest outlet.
“Users in Bangalore Forum mall received a relevant offer along with a message to walk-in to the ‘Sangeetha’ outlet at 2nd floor for more offers and surprises.”
Needless to say, this thoughtful campaign enticed users and made them believe that this offer is like exclusively designed for them! Following are some of the statistics that proves BluFi is an effective medium for brand communications!
50000+ users were engaged to the promotions through 20+ hangout locations around Bangalore!
Footfalls of users with Bluetooth turned on in different retail locations increased from 20% to 150% during the campaign
Over 4000 users visited the store after they received offer details via BluFi!
Staggering 45% increase in footfall with Bluetooth turned on across the locations!
You can find the detailed case study here.
Posted in
bluetooth hotspots,
bluetooth marketing,
proximity marketing
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Written on Wednesday, July 15, 2009
I recently came across a press release announcing a tourist information service in the Highlands of Scotland, which will provide the information to visitors' mobile phones via Bluetooth.
The official press release presented below is pretty conclusive and worth a read-through, because it includes not only basic descriptions, but also ideas and directions in which the project could evolve - leaving plenty of food for thought.
I am always excited to read about such projects because this kind of applications have always been proposed as usage scenarios of bluetooth marketing and proximity marketing systems.
Here's the press release:
For the first time in the UK, tourists will be able to access tourist information 24/7 when three new Bluetooth terminals are launched in Aviemore and the Cairngorms on 10th July
The technology is being launched by Aviemore & the Cairngorms Destination Management Ltd and will bring an end to the long-running concern held by tourism operators over the opening hours of tourist information centres not always matching visitor requirements and arrival times throughout the year.
Visitors to the Aviemore area who activate the Bluetooth reception on their mobile phones will be able to find details of local summer events. If successful the scheme will then be rolled out to provide visitors with last minute room availability, things to do, places to eat or drink, events listings for the area and local promotions.
Users will have the option to accept or reject the free content via their mobile phone and the system is set up so that no spam will be sent out from the terminals. The Bluetooth system does not rely on mobile telephone coverage, which can be a problem in the Highlands and is completely free to use for the visitor.
Alan Rankin, Chief Executive of Aviemore & the Cairngorms Destination Management Ltd, says: “Our website visitaviemore.com is very successful at providing information pre arrival and we have a printed guide of events for visitors once they are here. However, we will now be able to communicate in real time to our visitors and we are delighted to be the first in the UK to offer the technology in this way.
“With more than 1.2 million visitors throughout the year we are one of the countries leading tourist destinations, therefore it is vital that we provide the most up-to-date services possible. Given our location and the fact that we have year-round attractions, many of our visitors can arrive outside tourist information opening hours or out of season when the offices are shut. However, this new technology means visitors will always have correct and current information at their finger tips. “
The Aviemore and Cairngorms area has a wide visitor mix, attracting many young families, sports enthusiasts and media-savvy youngsters to the area. This was evident in the first stage of the pilot scheme, which took place throughout April and May and which identified 28,000 individual mobile handsets in the area that were Bluetooth enabled.
Heather Galbraith, Sustainable Tourism Officer at the Cairngorms National Park Authority, said: “This initiative will give visitors up to the minute information and has the potential to be used in a variety of innovative ways. For example, if bad weather closes Cairngorm Mountain, this technology could allow snow sports enthusiasts to receive an instant message telling them the mountain is closed and issue information on alternative activities instead. This scheme is an excellent example of the type of ideas that are developing within the Cairngorms National Park with funding support from Clim-ATIC, via the EU’s Northern Periphery Programme.”
The three trial terminals will be based around Aviemore – one in the town centre, one at Rothiemurchus Visitor Centre and one in the car park at Cairngorm Mountain. It is hoped that the scheme will be developed throughout the Cairngorms National Park later in the year.
I will be looking out for news from this project. I'm really excited and hope it goes well, so that more tourist attractions and popular destinations realize the potential from such proximity marketing services.
Posted in
bluetooth marketing,
proximity marketing
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Written on Thursday, July 09, 2009
I have just come across a pretty interesting mobile marketing campaign for rating cinema films. It is an interactive service that invites viewers to participate via SMS, as well as the web of course - no mobile marketing campaign should run on its own - in order to rate a film they've just watched.
Here's the press release:
NCM - http://www.ncm.com/ and Sprint launched a new mobile, online and on-screen interactive polling called "r8 it" at 70 movie theaters over the July 4th weekend. It will run through September 10, 2009.
r8 it (pronounced “rate it”) is an interactive mobile text/WAP polling that gives moviegoers a unique way to share their thoughts immediately after enjoying a film in their local theater. Fans are asked to rate specific scenes and aspects of the movies they just saw.
Moviegoers can participate through texting, at www.NCM.com/r8it or through the new r8 it app that will be distributed over the NCM Media Network of more than 20 entertainment-related Web sites. Ten r8 it participants will be randomly selected to receive a year's supply of movie tickets.
I thought your readers would be interested in r8 it since it gives them a chance to voice their opinion and win a year’s supply of movie tickets. Hope you’ll share this info with them. You can also embed and/or share the r8 it widget through a PEEL IT button in the upper right corner - http://www.ncm.com/r8it.
I have also mentioned in other previous posts a number of mobile marketing campaigns in cinemas. Here's a couple of them: I would really be interested to find out after the end of the campaign the participation and acceptance rates from the public. We all use our friends' ratings to decide which film to watch next, as well as services such as IMDB.
There is clearly a need for this type of services, so I am really curious to see if this mobile service will catch on.
Posted in
mobile marketing,
sms marketing
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Written on Monday, July 06, 2009
Continuing the Proximity Marketing Tutorials Series, today I've put down a few ideas for proximity marketing in public areas.
The below are examples I thought of that could be used in public areas, but also have more specific applications. Here goes:
The most obvious example I believe for tourist information is a map of the city. The first thing any tourist will try to do is find their way around.
Services such as providing directions through interactive mobile applications that guide tourists around the city, are still sparse around the world -- I've posted before about a couple of such attempts I came across.
To my knowledge, however, there does not exist a full implementation of such a service, even though there is clear value. The only inhibiting factor is making it easy enough for people to use, but for me that is mainly down to the implementation.
And I think it is certainly worth doing this, even if only to be the first to have done it.
In tourism-related services there are plenty of other obvious examples, with tourist guides being the most prominent, I believe, example.
On top of location information and directions - mentioned above - tourist guides also provide tourist attractions information which can be provided exactly at the specific time needed. You are looking at a statue or monument at your desired tourist destination, and all you have to do is pop out your mobile phone in order to find out more location-based information.
It is important to note that it is the tourist that controls the flow and amount of this information. S/he can request as much as s/he needs - no more, no less.
- Public transport information
Beyond tourism-related services, the habitants of a town or city can also benefit from proximity marketing services in public places.
It is a relatively straightforward - yet very powerful - service to give out, and it can be free, or subscription-based, location-based public transport information. I'm sure everyone using public transport to move around the city will need at some point to find out when the next bus is due, or how to get from A to B.
Drivers would particularly enjoy this one. Rather than relying on radio stations to inform you, simply subscribe to the service, which automatically picks up information from the proximity marketing installation around the city, and forms live traffic patterns in every part of the city, without the need for someone to be there in order to report it.
This is certainly not straightforward to implement, but I think it has plenty of potential.
- Retail Store Advertisements
This is a great way to generate profit from a proximity marketing network installation. Such a network creates ad space, which you can sell, period.
If you give people useful and interesting services (i.e. motive to participate) you will have your audience, and marketers will surely follow to advertise to that audience.
- Access to bulletin board service, for leaving notes.
I thought this could be used in all sorts of places where you would imagine it would be useful to leave notes. Monuments and tourist attractions immediately spring to mind, and also places that attract large (mainly young) crowds.
I'm sure there's plenty more - just use your imagination.
Don't mean to state the obvious here -- internet-based chat and dating services (part of the social networking phenomenon) are hugely successful.
Why not take this into the real-world through proximity marketing? It would allow for more direct communication and it would also be easier to meet people in person when you are in an actual 'chat area' rather than a virtual chat room.
It would be interesting though to see whether something like this would work, because I believe a big factor of its success is the fact that people can hide behind their monitor, in the safety of their room. Still, I think it has very good chances.. and there are already a couple of real-world examples I know of, though I don't know much about how successful they are.
Posted in
mobile marketing,
mobile services,
proximity marketing
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