Written on Friday, May 28, 2010
I really like it when I come across case studies from successful
bluetooth proximity marketing campaigns. I ran across this website that lists three campaigns, two from Bloozy and one from
Telirahma, in three different settings.
They show exactly how diverse scenarios can be served with bluetooth marketing ranging from night clubs, to festivals, to a chain of stores.
The first case study from the
article is about a campaign run by Bloozy, for a
BBC Radio festival:
Radio 1's Big Weekend (sometimes referred to as One Big Weekend) is a music festival run by BBC Radio 1. It is held once or twice or year, in a different location within the United Kingdom each time. It is the biggest free live music event in the UK and always includes a host of new artists.
For the 2006 event, a total of 30,000 tickets were been allocated following a draw involving around 300,000 hopefuls. This event, held on the 13th and 14th May 2006...
Solution
Bloozy installed five units in strategic locations around the staging areas, and in-line with the large Bluetooth posters advertising "Bluetooth Zones". Photographers provided photographs to the Bloozy team who then loaded the files onto the systems to be broadcasted out during the event.
Results
Over the duration of the weekend, over 2000+ attendees received free mobile phone content to their phone. This is around 7% of the people who attended the event, which is a major achievement when it is an unknown just how many had a Bluetooth enabled phone with them for the event. Below are some examples of the free content available from the BBC Radio 1's Big Weekend.
The second case study from the
article is about a campaign run by Bloozy in a
night club:
Solution
Bloozy installed the Clubber system within Fat Sams, allowing full coverage of the bottom floor of the venue. This allowed marketing to the clientele within the venue every night the venue is trading (7 nights a week). Bloozy are reponsible for generating fresh, exciting content based upon the venues traditional marketing materials such as flyers and posters. The Clubber unit also offers an easy to navigate interface allowing the DJ to control the system at the touch of a button.
Results
Since installing the system Fat Sams have seen fantastic results from the Bloozy system. On a single floor on a weekend night, around 400 bluetooth devices are detected regularly with around 20-25% accepting the promotional materials.
The third case study is from
Telibrahma, and is a case study I published around a year ago
here, so you can look at that post if you're interested.
Bluetooth marketing and proximity marketing in general works well in places with large numbers of people, and especially in entertainment settings (such as night clubs and music festivals) where people enjoy downloading relevant multimedia content on their mobile phone.
If your setting fits this scenario, you just need to do two simple things to make your bluetooth marketing campaign a success.
a. Send people relevant content,
b. Tell them how they can get it (e.g. turn on their bluetooth).
That's all it takes!
If you work in a proximity marketing company, feel free to send me case studies from successful past campaigns and I will be glad to post them on here.
Posted in
bluetooth marketing,
proximity marketing
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Written on Friday, May 21, 2010
I wrote an article,
just over a month ago, about Ace Marketing preparing to launch a
Proximity Marketing Network across their top 10 Designated Market Areas in the U.S.
It seems they've gone ahead and done just that, starting from Long Island (which also happens to be my favourite cocktail -- try it if you like your cocktails, and you can thank me later), in which they're deploying their Proximity Marketing Network.
They've already reached an agreement with a number of Quick Serve Restaurants, also including such brands as Dunkin' Donuts. Here's more from the
relevant article:
(Ace Marketing)...launched a proximity marketing network in 60 franchisee owned and operated Quick Serve Restaurant locations across Long Island, thus creating its first regional network.
...
Dean Julia, chief executive of Ace Marketing, said: "We are offering brands the opportunity to reach millions of consumers with relevant, engaging content which is completely measurable for the advertisers and free for the user. The Quick Serve Restaurants that make up our network average approximately 1 million business transactions per week, which equates to an enormous amount of foot traffic. Our plan is to convert that foot traffic into downloads."
...
"We were looking to deploy a simple, easy-to-adopt mobile solution that allowed us to promote our brand while offering our customers relevant content, special offers and discounts. Ace was able to provide that and much more. By becoming part of their Proximity Marketing Network, we are able to cross-market within our region and drive business to our various locations," says Jeff Polizotto, owner/operator of 8 Long Island based Dunkin Donuts Franchise locations. "Partnering with Ace Marketing has given us a great way to reach our customers beyond the traditional advertising methods and the flexibility of Ace's platform allows us to effectively promote a wide range of products and events for us and our marketing partners."
Ace Marketing President Michael Trepeta added, "This network will offer an additional marketing platform for third party brands and sponsors to work within a specific demographic and/or geographic region to reach a wide audience in a targeted way. Quick Serve Restaurant chains are a major sponsor throughout the sports and entertainment industry, which makes the cross marketing opportunity limitless. With the growth and success of this network, we hope to expand into other regions and create a larger national footprint."
I am confident this is where proximity marketing is headed, and I'm sure we'll see more and more of these proximity marketing networks come up. A great advantage of these networks is that having an experienced mobile marketer behind the venture can guarantee that all the proximity marketing promotions will be done in the most appropriate and acceptable way for the consumer, so that it will not all just be considered SPAM -- one of the greatest obstacles for anyone running a proximity marketing campaign.
In fact, if you can avoid the SPAM label, all you have to do is make sure people know about the campaign and you're almost guaranteed it will work!
Posted in
bluetooth hotspots,
bluetooth marketing,
proximity marketing
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Written on Thursday, May 20, 2010
Wow, been a while since I've been able to publish anything on here. Well, I'm back, and here's a first press release, fresh from my inbox, to get things going. According to Juniper Research mobile location-based services are going to bring in $12.7 bn by 2014.
If these estimates are anything to go by, it looks like the LBS market is finally taking off, after maybe 20 odd years of waiting for this to happen, when it was getting to a point where few people actually thought it would ever take off. Here's the press release about their latest report:
HAMPSHIRE, UK: 19th May 2010 -- A continuing surge in mobile Internet usage, allied to the increasing penetration of integrated GPS receivers within both smartphones and featurephones, will see location-based local search and information services used by nearly 1.5 billion mobile users by 2014, according to a new report from Juniper Research.
The
mobile location report found that while technical advances in handset screens, user interfaces, processors, memory and graphics handling technologies had previously contributed to the launch of a rash of high spec, but relatively high cost, mobile devices from leading vendors, their features – including GPS – were gradually migrating into mass market devices. At the same time, GPS unit prices and form factors had improved considerably making integrated GPS much more cost effective and design friendly.
Meanwhile, the attendant growth in mobile Internet adoption – itself in part a corollary of improved handset form factors and affordable data bundles – is expected to provide further impetus to the adoption of browser-based local search services.
According to report author Dr Windsor Holden, “The sharing culture of Web 2.0 is increasingly shaping the way many location based services and location enabled apps develop. Social networking application usage has continued to grow at an explosive rate, while mobile driven apps such as Loopt and Brightkite have extended the Web 2.0 concept further with the introduction of geotagged content”.
Additionally, the Juniper report found that while browser-based services will dominate the local search market, applications purchased via app stores will take a growing portion of the information services market, particularly template apps providing city guides and entertainment guides.
Other findings from the Juniper report include:
• Total revenues from all mobile location-based services are expected to reach $12.7 billion by 2014
• While advertising will comprise an increasing proportion of total market value, some concerns remain regarding its large-scale viability as a primary revenue stream
Juniper Research assesses the current and future status of mobile location-based services based on interviews, case studies and analysis from representatives of some of the leading organisations in this critical area of the mobile industry.
Posted in
location-based services,
press releases
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Written on Friday, May 07, 2010
I just came across this bluetooth proximity marketing campaign from Hypertag, that took place earlier this year in Luton Airport.
Airports are ideal grounds for mobile marketing campaigns. Travelers spend a lot of their time idle, waiting for connecting flights, etc. , while there's also visitors waiting to pick up passengers from arriving flights who also wait around a lot, with little to do.
Mobile Marketing offers a great opportunity to engage with this audience in ways exceeding beyond the traditional billboard ads and print marketing, by interacting with them on their most personal device: their mobile phone.
Few airports are exploiting this potential, however, to my knowledge until today:
...and this is a shame! Please if you represent an airport - and are reading this - do something about it!
You ARE missing out!
Now Luton Airport, also becomes a ground for a
bluetooth marketing campaign, though it's actually
Burger King, and not the airport itself running a
proximity marketing trial. Here's
more from the article:
A trial of a Bluetooth enabled advertising campaign for
Burger King carried out earlier this year at Luton Airport saw 2265 people download the offer pinged to their phone from a six-sheet billboard in the check-in hall, representing around 10% of people who received the initial Bluetooth nudge, M-Retailing.net understands.
Working with advertising company
JC Decaux Airport and
Hypertag, Burger King decided to try and use Bluetooth marketing for a 15% off promo deal to attract more customers to a tucked away outlet located between the check desks and the departures hall. Running between 17 December 2009 and 16 January this year, the Bluetooth enabled posted contacted some 20,000 passing people, with 2265 actually downloading the offer.
As to how many people actually then redeemed the offers at the Burger King branch is not being revealed, but Hypertag’s proximity marketing manager, Elliot Messenger, tells us that Burger King was pleased with the trial.
“What is interesting is that one person tried to redeem the offer at a Burger King in Manchester, showing that this form of marketing lives on in consumers’ minds much longer than paper vouchers,” says Messenger. “He couldn’t redeem it there, but it was interesting to note.”
On redemption, Messenger says that, because the Bluetooth trial was part of a wider newspaper and TV advertising campaign, the redemption mechanic was simple. “Burger King can centrally add a button to the checkout screen that the sales person just presses when presented with a voucher in whatever form,” he explains.”This makes implementation very easy. “
However, Hypertag recognises that the redemption issue is the key thing that will hold back widespread adoption of m-vouching. “We are at least three years away from any widespread adoption of this as the redemption technology isn’t cheap enough to appear in all shops. Personally, I think we will see big stores like Tesco and Asda doing this in the next two years, but until the technology is cheap it won’t be ubiquitous.”
Hypertag is one of the that's been making quite a few headlines in Proximity Marketing. I hope they keep up the good work, because they're doing a lot to promote proximity marketing as a whole - as a business sector, while others just choose to SPAM...
P.S: Apologies the blog's been a bit dead this week, but with what's been going on here in Greece - if you've been following the news - I'm happy with myself I got this much done anyway...
Posted in
bluetooth marketing,
proximity marketing
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