Bluetooth Marketing Hardware

If you’re about to buy a Bluetooth marketing device, be aware not all of them are the same. Many startup companies will try to sell you a piece of software which will be a 1 month work of an average developer: the application which is simply finding mobile phones and sending files using 1 bluetooth dongle (7 connections).

So here is the list of 5 things you have to ask:

1. Bluetooth Device Detection Time.

How long does it take for a device to find Bluetooth-enabled mobile phone? If 60 seconds or more, customers will not wait.

2. Mobile phone/PDA Recognition.

Does it recognize different mobile phones? How large the database of devices is? This feature is crucial. It ensures you are able to send your customers pictures, music, games, applications readable by their mobile phones (or PDAs).

3. Remote control.

Are devices controllable via the Internet? What are the features of management panel? Does it provide you with all detailed statistics? Can you manage different hotspots and campaigns? What’s the price per month/year.

4. Number of concurrent Bluetooth connections.

How many customers may be reached at the same time? The minimum is 21-28. Some companies will offer 7 – this is pointless because it means they use 1 Bluetooth dongle both for searching and sending. Some devices support 35 or even 56 – it might be helpful in a very high traffic locations.

5. Customers and References?

Many companies claim to have a great Blueototh platform. Yet they do not provide any case studies, nor customers. It might be a good idea of checking that too.

Bluetooth marketing is about sending people stuff to their mobile phones from a hotspot. People need to be in a range of 10-100 meters (standard range of Bluetooth Class 1 modules) and may receive files like images, mp3, 3gp videos, Java applications and games (.jar files).

What Bluetooth marketing is not

Bluetooth is not SMS. You do not send text messages – you send files, and what’s moreover people can accept or reject the transmission. So, surprisingly, it is not as annoying as SMS or spammy-alike emails which nobody seem to like.

How it works

When a person with Bluetooth-enabled mobile phone gets close to the Bluetooth hotspot, it will send him a request for a permission for sending files (e.g. Do you want to connect with Porsche?) and once the permission is granted, the hotspot starts sending content previously configured by a marketer.

Professional Bluetooth transmitters are able to send files to more than 50 users at the same time. They can also recognize mobile phone type and a vendor to send mobile content specially matched to a specified handset.

When Bluetooth marketing does not work

In every Bluetooth marketing campaign people should be aware the campaign is running. Only 2% of people accept files from unknown source. Usually simple visual sign saying “turn on bluetooth” works and can boost reception rate to 20-40%.

What are the benefits of Bluetooth marketing for the marketers?

No cost per customer

Bluetooth communication is not controlled by telecom operators, transmission is completely free both for sender an a receiver. Since it is usually the marketing budget that limits possibilities, this type of marketing gives new powerful opportunities for marketers, as there are no cost per customer.

Measuring tools

Professional Bluetooth marketing platforms provide online tools for measuring content reception from multiple Bluetooth hotspot at the same time, allowing marketers to try different advertising strategies and to check results after a short period of time. The online management tools might be compared to internet ads (like Google AdWords), where marketers receive instant reports and can modify campaigns in every moment.

Permission-based

Since Bluetooth connections are anonymous and must be allowed by mobile phone users, there are no legal issues regarding the transmission. This makes Bluetooth marketing more universal, cheaper, easier to implement and seen by customers as less of a spam than SMS or email marketing.

New powerful channel

Bluetooth marketing is the first true marketing strategy that reaches mobile phones and uses their potential. Since marketers can offer sophisticated mobile applications like product brochures, cinema repertoires, event agendas, games, tools, mobile books – they have a new unexplored marketing channel with a very exciting options of providing their customers real value at no cost per person.

How not to spam and get a good reception?

To ensure the best reception, customers should be asked to turn on Bluetooth in their mobiles. Any visual signs like “Turn on Bluetooth!” will make them aware there are some free goods they can get (like discount coupons or mobile product brochures – much more convenient than printed ones) and will increase the reception. However uninterested customers should not be contacted to often and professional bluetooth marketing devices allow to configure the behavior of the hotspot which may be different in different situations.

More information

www.bluair.pl is a website of vendor & provider of Bluetooth marketing hardware devices and software tools currently used by marketers in 20+ countries.

• Localization of all restaurants;
• Information on nutritive values (as well as information for allergy sufferers);
• Nice content for downloading on mobile phones (images, games) – so that users could personalize their mobiles with themes connected with the mark.

And both the wolves have eaten much and the sheep have not been touched! The consumers have a practical tool, and the people from BK marketing are satisfied because interaction with the mark can now exist no matter where the consumer is.

This campaign was integrated with other interactive activities (films and games on WWW), and traditional promotion (press advertising, publications etc.) During sport and lifestyle events Burger King exposed its banners inducing to download the application.

The most popular element of the application was a localization service. The number of visits at Burger King’s has considerably increased.

Bon appetite! Wherever you are.

Since April 2006 materials can be downloaded directly to mobile phone memory, so it can be read any time, without connecting to the net. Before the change it functioned as a WAP site.

Thanks to the application the users can:

• Read news from the most popular categories (the list is updated on-line);
• Watch slideshows (pictures of the week, images of the stars and so on);
• Send interesting contents to friends using SMS or mail;
• Store selected materials for future reading;

The idea was shortly described in Washington Post: It’s a turning point for the branch. The big interest of the service has caused better results for advertisers. Statistically every user visited the service 20 times a month and the number of entering the advertised sites increased more than twice.

Paradoxically promotion of the novel was based on cell phones marketing. According to the sell results it was a very good strategy.

First stage of the campaign was to win some users. Advertising banners and mail footers contained links to websites with information about the premiere and invited to VIP Mobile Club. Members of the club could take part in some easy contests, get some personalized messages just from the author or win special prizes (eg. books with King’s autograph).

Equally important aim of the project was getting new readers – those who are not familiar with King’s writings. As you can imagine, the creators of the project decided to use ‘viral’ campaign. They used special application which sent special, mysterious signals. Those who got such a message could share it with their friends and relatives. Of course it was not just a horror game – every SMS contained information about possibility of reservation the book in internet bookstore. This kind of transmission allowed to radically widen the range of the promotion.

Next element of the campaign was quite obvious – sending suitable, especially projected ring tones and wallpapers for cell phones.

Effectiveness of the campaign was then rated according to 3 criteria: number of users, number of people taking part in the game and – of course – level of sale of the novel. Apparently there was thousands of users every day and of course it had big impact of the sale: the novel set a record of ordered copies. The project was widely commented in the press (even in noble Wall Street Journal) – what is, of course, priceless.

We have just one doubt – we are not sure whether after reading ‘Cell’ anybody will ever download anything on the cell phone again.

The action called SMOOCHES was a ‘viral’ project and was based on all kinds of kisses and smooches Mysterious messages were sent by a ‘secret admirers’. The content of the messages were digital ‘kisses’. Women (who were the main target) could then send the message on, to their close or important persons (without revealing themselves).

The realization of the project started on web site. There was a special set of ‘kisses’, in different colors, and with different, hidden meaning (for example friendly kiss, rock star kiss or veery hot ones). The next step was to choose text of the message and the surprise was ready to send.

It was a very simple and easy operated action, which gave very good and satisfying results:

• More than 22000 kisses sent
• 65% of smooches was sent by cell phones (and the rest through e-mails)
• 20% of received smooches was sent on to others (correct idea of ‘viral’ campaign)

Moreover this action showed that even a low-cost campaign gives good results, all the more since simple messages can be operated by practically everybody.

• What do you feel about having a cell phone?
• What profits does it give to you?
• What phone functions do you use most often?
• What it the most important in your phone?

Because of the fact that popularity of cell phones as a medium to watch movies and listen to music has strongly increased, there was two questions added:

• What kind of movies do you watch on you phone?
• What functions do you use more rarely since you can watch movies?

From the marketing point of view the most interesting declarations concern what materials young people download on their phones most often.

The key issue for development in the branch is using interactive formats – state authors. Traditional marketing channels (advertising banners, TV commercials) have a low growth potential, which is assessed at a few percent. At the same time the average year growth of interactive formats (internet, mobile advertising, interactive TV or advergaming) is assessed at over 20%. The only ‘traditional’ marketing tool remains a product placement.

The report has been created according to interviews with consumers (2400) and experts (80). Most of the experts predicts significant transfer of planned outlays to mobile marketing, IPTV (Internet Protocol Television), VOD (Video On Demand) and internet video. They predict those who stay in ‘traditional’ marketing channels will be soon out of the game.

The authors point out that those who contact with clients through the Internet or mobile telephony are in better position for acquiring data about their clients. Such companies can create precise profiled client databases and then exactly match the content to send; hence the effectiveness of the campaign can be much improved.

The report describes also social and cultural changes – replacing ‘consumer’ with ‘prosumer’ (is a hybrid created from words ‘consumer’ and ‘producer’) and necessity of detailed segmentation of target group and personalization of offers.

The goal of the campaign was to promote the film, increase the web traffic and of course visits in cinemas. The producers wanted the advertisement to become maximally established in public consciousness. That’s why they decided to use an interactive element. On printed posters there was a prompt: Send SMS with RABBIT to number…. As a reply clients got a link for WAP site, with detailed information on film (trailers, cinema addresses, schedule, wallpapers and of course a ticket-winning contest). Campaign lasted for 3 weeks, and there was only about 20 playbills in cinemas.

The effects confirm weakness of the human nature – curiosity always wins . With only 20 playbills 1200 people sent SMS. They downloaded over 2200 files (wallpapers, movies). Almost 90% took part in the contest. About 67 % of those who reacted to the campaign went to see the movie. Of course the level of ticket sale was satisfying.

Such situation was confirmed by some other companies as well – WAP sites become more popular than WWW sites at times of blizzards.

According to previous statistics they found that it was not just a coincidence. During previous blizzards the results were the same! So, the conclusion is that people who get bored on closed airports much often use mobile phones to surf the net and visit WAP sites. What can we do about it? Wait for the blizzard and then place the information we want to be widespread on a WAP site…