BLUETOOTH MARKETING

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What is Bluetooth Marketing?

By using the licence-free Bluetooth wireless transmission standard, mobile contents can be sent free-of-charge to mobile handsets. In this case, the relatively short transmission range of this technology is a great advantage. Only mobile phones, PDAs or laptops in a variable radius of up to around 30 metres can receive the signals. Thus, a direct relation with the deployment location (Bluetooth Marketing at fair stands, point of sales, outdoor advertising, cinemas, etc) can easily be established.
In addition, the mobile contents offered in each case can be distributed depending on the time of day, the mobile phone model and frequency of use.
This matching of a location to information temporarily relevant to the location is known as Context-Based Services.
Take as an example a citylight poster in the cinema foyer. Potential users have time (standing at the ticket window, the kiosk,...), they are interested in the film being advertised and look at the poster. Taking this situation as an example, by means of Bluetooth Marketing services, highly specific information, such as the film trailer can be transmitted to the user.

What are the advantages of Bluetooth Marketing?

Bluetooth Marketing, like scarcely any other form of marketing, provides the opportunity of contacting the target group directly on the most personal advertising space - their mobile phones - without having to know the number. The download costs the customer nothing and takes place only if the customer is interested and expressly wishes it.
This fact gives rise to a quality of contact which is absolutely novel.

Target groups can be precisely reached by determining the location and the time, the kind of mobile content, as well as the proactive use of the beamzone hotspots. By gathering detailed download statistics, the success of each Bluetooth Marketing project can be accurately checked and conclusions drawn about user behaviour.

Who might be interested in Bluetooth Marketing?

Bluetooth Marketing basically interests all those who wish to gain space simply, effectively and lastingly on the most personal of all advertising spaces - their customer's mobile phone.

The Spread of Bluetooth

Bluetooth has imposed itself as standard equipment on mobile phones. An analysis of mobile phone sales figures in Germany shows at present (09/2007):

market penetration by Bluetooth mobile phones in the EU: 80%
core user group 14-29 year-olds
85% of all new handsets (contract subscribers) are beamzone compatible

Source:
survey for Cinestar Multiplex Cinemas & McDonalds 06/2007 n=1300; m:w=52:48; age=23,1

Success factors for a Bluetooth Marketing campaign

In a Bluetooth Marketing campaign, those contents should always be provided which are really useful to the user at that place and thus give him a concrete added value. Since the user actively decides whether he wishes to accept the content or not, the real added value plays an even more decisive role than in classical mobile marketing activities.

The effectiveness of a Bluetooth Marketing campaign is directly related to the accompanying advertising for the download service at the location.

For successful use, it is absolutely essential to make customers visually aware of the service, functioning and the content on offer. Promotional measures on site like for example screens, flyer or posters are suitable for this. Also promotional channels independent of location (radio, TV, print) help the "drive-to-store" effect more than anything else.

The location of the Bluetooth Hotspot must assist in keeping the customer there, since the decision to download and the transmission of large amounts of data can take a few seconds.

What is Permission Marketing (Opt-In)?

In the context of Bluetooth Marketing , one frequently hears the phrase "Permission Marketing". What is meant by this is that a customer must expressly give his permission beforehand in order to download mobile contents.
The customer is always free to decide at any time, whether he wishes to receive anything or not. The customer makes a conscious decision and actively requests the content.

Bluetooth Marketing therefore means communication on request, and by this means high-quality contact is established and waste coverage minimised.

What does a Bluetooth marketing campaign consist of?

Generally, a Bluetooth Marketing campaign consists of the production of mobile contents and the and the technical set-up of the Bluetooth technology.

Mobile Contents

As with all other classical marketing campaigns (eg: TV, placards, radio, etc.) the contents of the campaign must be specially matched to the advertising medium in question to achieve optimum success.
For a high-quality Bluetooth Marketing campaign, one needs content which is specially matched to the medium which is the mobile phone.

This refers, on the one hand, to data formats and appropriate screen sizing for all the most common handsets. On the other, that the content must offer added value on the customer's mobile. This either means "individual design" of his mobile (eg: wallpaper, ring tones, screen-savers ...) or the content offers him entertainment or information (music, videos, applications, HTML, coupons, etc.)
To do this, the content on the mobile display must be clearly recognisable and/or have good sound quality.

Professional Bluetooth Marketing providers, or special Mobile Marketing agencies can advise you on these matters. On request Blue Cell Networks can undertake the entire production of mobile contents.

Technical setup

In order to ensure customers absolutely smooth functioning and the very best download quality, before the technical setup of the Bluetooth Hotspot, professional advice and a design tailored to the use should come first.
The setup possibilities offered by the various hotspot-systems are quite different, and in the case of professional systems, very versatile.

Do you have more questions about Bluetooth Marketing? Contact us: Contact