Bluetooth (Proximity) Marketing

[JayChambers]

I've been looking into the possibility of adding bluetooth marketing to the list of services i can offer clients.

This would incorporate the purchase of a transmitter that would send a text/image advert over a range of a few hundered meters. (I would create the ad design and copy myself)

The idea here would be to set up my laptop and transmitter in a busy area local to the client, (food court/shopping centre etc.) and fire out a couple of thousand direct messages over a daily/weekly period. Good implementation might be an exclusive discount voucher code etc. (Feeling Hungry? Pop down to Joe's Jumbo Burgers off market street and get a free cheeseburger on the house!)

My question is, have any of you guys used blue-tooth marketing? What were your experiences with it? And how did it perform for you?

Is it a service you would use in the future?

Looking forward to reading your responses,

Jay

[TxtLocal]

Hi Jay,

My advise - don't! Well.. not like that anyway. Bluetooth is great for single large venues (events, sports clubs, nightclubs, shopping centre).... but not in a high street. You would be spamming people - regardless of whether they wish to receive the message or not :(

You would be much better creating a large banner with a text number on it "text JAY to 60777 to win the chance of a free meal at Jays Chinese Takeaway: we may send future promotions to you".... and grow a list of opt in numbers from people who specifically wish to hear about this business. If you wish to include images then simply link to a web page in the SMS message.

A leading sandwich chain does this in Telford and now has a list of 4000 people and gets a massive response rate to "2 can dine for £5.99" promos and 2 for 1's.

I can set you up with a co-brand of txtlocal.com free of charge, and pass you have the profit for any business brought to us for life.

Also, I see you are near to Chester - our head office is on the business park to feel free to come in any time to chat!

Call me if interested.

Cheers,

Al.

[JayChambers]

I am interested indeed!

I'm looking to be able to offer a few more choices to clients, and i want to get involved in mobile marketing for obvious reasons.

There isn't too many reports etc on the net about blue-tooth marketing, so it hard to see if it could be effective.

The main benefit is it is completely free after the equipment is purchased.

Could you let me know a little more info about the co-branding opportunity by email?

Love to chat more about it!

Thanks.

[pari636]

We have many clients who successfully use blue tooth. Cost vise is it very effective.
For example I have a clinet who runs a pub chain where he promotes many offers/services via his blue tooth to his customers, you could easily intergrate this to other forms of media,Example text pass to 66666 to get a VIP pass to the next door night club etc..
If you have any questions please contact me.

[JayChambers]

Thanks for the reply pari636.

I definitely see the value behind the process, but i do believe there is a time and a place for it to be most effective. I think for a food outlet, club, coffee lounge etc than it is excellent, and a cheap way of making an impact on your customers.

Any other experiences?

[TestAPlug]

I run a bluetooth marketing business and it is very lucrative. Be careful of the software and the renewal clauses that you use. Also where you put the laptop/box is crucial. Strangely do not put it in an over populated area. For example a bus station as the message will be sent approximatly every 5 minutes (setable in the software). If people are stood in a bar or bus station for longer than 20 minutes after the fourth message they will (trust me its happened) turn their bluetooth off as they are being bombarded with messages. Good look though, just read the small print. KEV Test A Plug

[paultnl]

Thanks for the reply pari636.
a cheap way of making an impact on your customers.


More like an easy way of getting an impact on your chin.

Search the forum for the other discussions on BT "marketing". A PAN is NOT a marketing channel, unless explicitly invited as suggested by using banners etc. it is hacking peoples personnel networks.

[MASSEY]

They do this in the bullring shopping complex in birmingham , often as i walk through i hear my phone make a noise, and its a message telling me about discounts in shops etc, but im sure most people just find it annoying, it doesnt really entertain me to recieve the message,.

[popunder]

More like an easy way of getting an impact on your chin.

Search the forum for the other discussions on BT "marketing". A PAN is NOT a marketing channel, unless explicitly invited as suggested by using banners etc. it is hacking peoples personnel networks.

It's perfectly legal as long as there's an option to 'accept' or 'reject' the message. Police forces and councils use bluetooth broadcasting, as well as big brands.

[applemaidcleaning]

how do you do Blue Tooth advertising??

I have just signed up to Txtlocal after reading this post just tried it out to my mobile - good to let customers know that order has gone out or if they have a colour choice :):):)

[paultnl]

It's perfectly legal as long as there's an option to 'accept' or 'reject' the message. Police forces and councils use bluetooth broadcasting, as well as big brands.

Police and councils often ignore the law (search the register for examples). Please give details of how hacking a personal area network is lawfull.

[nickoedwards]

I wouldn't regard it as "hacking" at all. It's pretty much the same as sending a SMS except you have they option to reject it, then if needs be completely disregard them all by de-activating the bluetooth functionality.

Good bluetooth marketing software will only send it once to each device.

[Abbey Business Centres]

This is a popular activity for many football clubs at half time - captive audience, cant leave the ground, many look at their phones to pass the time

IMO i can only see this kind of thing being a true success where you will know that the people receiving the message have already engaged with you or the product. As many have said if i were to receive a random one off message, i would simply discard it and turn my bluetooth off

James

[paultnl]

I wouldn't regard it as "hacking" at all. It's pretty much the same as sending a SMS except you have they option to reject it, then if needs be completely disregard them all by de-activating the bluetooth functionality.

Good bluetooth marketing software will only send it once to each device.

SMS like email or a letterbox is designed for public use. BT is a personal network how would you feel if someone did this to your WIFI?

[applemaidcleaning]

I have just been on next gen website, all the police forces use it -

[applemaidcleaning]

blue2 offer it at a range from 350m!!! i might get one

[pari636]

Bluethooth marketing is not for every one. Although it sounds like spamming to mobiles it is not. Mobile users has the option of disabling their bluetooth functionality if they do not wish to receive bluetooth marketing. Most pods will only send one msg per number and if the user declines it they will not send any more messages to that number.

Bluetooth msg can be highly targeted and effective. My expreince is that more you integrate bluetooth with other marketing tools the more successful the campaign becomes.

Here is a link for a case study,
http://www.mediamustard.com/doc/sarababe-301009.pdf

[applemaidcleaning]

100% Recommend TxtLocal - just used my free credits now i will top up Via PayPal and will upload my customers later and send out offers! :D:D:D

Also put number on my adds and Signatures - try it peeps :):)

[TxtLocal]

Thank you so much for your kind words Apple Maid!! :)

Please don't hesitate to get in touch any time - you can contact me at support@txtlocal.com (or one of the other technical people). If you need to know anything please just ask.

Good luck with your texting!

Al.

[TxtLocal]

Actually.. Bluetooth is spam... whatever anyone says. You are sending messages to people who have not opted to receive them. Yes, people can choose to "Accept/Reject" message, but why should they have to make the choice? Would you really risk your reputation like this?

I have just come back from a meeting with a Worcester nightclub this morning - helping them to grow their SMS opt in list by printing a keyword on sandwich boards, fliers and "backpack" neon display units. I mentioned Bluetooth - just to find out their perception - and they had tried it in conjunction with the local police and it was not well received at all - it annoyed a lot of people and damaged their brand.

I hear this time and again.. stay away from Bluetooth marketing unless it is INSIDE a venue (trade show, large nightclub, sports match...). Randomly spamming out messages to people is not a good idea... and will damage your brand reputation.

Al.

[applemaidcleaning]

I am sure spamming is when you send to someone more than once? and not giving them an option to read it not, bluetooth only sends it once! How many companies call people up selling services that is the same, i don't ask "cold day times" to call me at 7pm!! Police use it -

[applemaidcleaning]

But i will stick with TxtLocal lol

[TxtLocal]

Ok... if we assume you are the only person transmitting, and your offer is good enough then maybe people would not consider it spamming - they would be happy to receive your promotion.

However, if everyone used the same argument - and 20 shops on a high street were all broadcasting at the same time - then I am sure the end user would consider it spam! Wouldn't you? ;-)

A.

[paultnl]

SPAM is any unsolicited communication, frequency has nothing to do with it.

The Police are not a good example as they try to make the law up as they go along. If I ever get an attempt to hack my BT network from the Police it would immediately trigger a complaint to the IPCC and OFCOM.

OFCOM definition of Bluetooth

Bluetooth, a short-range wireless communication technology aimed at replacing the use of cables for connecting mobile and/or fixed devices such as mobile phones, headsets, MP3 players, printers and PDAs.
Like WiFi, Bluetooth operates in the 2.4GHz licence-exempt band. However, to minimise interference with other wireless technologies operating in the same band, Bluetooth uses an adaptive frequency-hopping technique to detect and avoid the frequencies used by neighbouring devices. Bluetooth is a low-power technology: most Bluetooth-enabled devices have a range of about 10 metres and support data rates of 1-3Mbits/s.

[applemaidcleaning]

Ok... if we assume you are the only person transmitting, and your offer is good enough then maybe people would not consider it spamming - they would be happy to receive your promotion.

However, if everyone used the same argument - and 20 shops on a high street were all broadcasting at the same time - then I am sure the end user would consider it spam! Wouldn't you? ;-)

A.

I guess, but my customers might think the same about my new tool :) even though they have an option to opt out - and having there data stored like bluetooth :D it is a tricky one but i don't think it would work for us - i mean i have looked at it but how many people will delete it, i do so i guess it would be a waste of time :)

Andy

[applemaidcleaning]

I hate on street marketing, flyers in your face - we do not have time to stop and talk or carry extra paper or freebies around with us, so i can see the idea in bluetooth - having sent to a mobile - do the same as the flyer geek - refuse / delete it. :|

Sorry im out! :):)

[popunder]

I hate on street marketing, flyers in your face - we do not have time to stop and talk or carry extra paper or freebies around with us, so i can see the idea in bluetooth - having sent to a mobile - do the same as the flyer geek - refuse / delete it.

I suggest you only hate these messages because they're not relevant to you or not compelling - if you were given a flyer offering you 50% off something you were just about to buy from a nearby shop, or a free dessert in a restaurant you were thinking of trying, then you'd be quite pleased. It's certainly the advertiser's job to make sure their messages are relevant, targetted and worthwhile, and like anything else there are advertisers who'll do this and those who won't.

I'd be quite keen to get offers for local businesses sent to my phone, it's no different to being handed a flyer, a lot greener, and lot less hassle for everyone. If there are free desserts going begging, I wanna know!

[saxondale]

I will 100% not buy from anyone sending me a Bluetooth message.


If i want to know, I will find out for myself.

[MH1]

I will 100% not buy from anyone sending me a Bluetooth message.


If i want to know, I will find out for myself.


I'm sure this applies to many people, but just as many would take advantage of offers and discounts. Since people who would refuse any bluetooth offer will not be convinced and refuse them, apart from possibly alienating some of them, the question then becomes how many new clients might such offers gain?

People are bombarded with unwanted offers all day long, and most do not take it personally, I doubt too many would be alienated by bluetooth marketing either if it was done well.

[saxondale]

I'm sure this applies to many people, but just as many would take advantage of offers and discounts. Since people who would refuse any bluetooth offer will not be convinced and refuse them, apart from possibly alienating some of them, the question then becomes how many new clients might such offers gain?

People are bombarded with unwanted offers all day long, and most do not take it personally, I doubt too many would be alienated by bluetooth marketing either if it was done well.




what was the figure for cold calling - 0.01%? thats thousands compared to happy bluetooth customers.


my mobile is private.

[paultnl]

If it's illegal to connect to an open 802.11 access point, isn't it illegal to connect with a Bluetooth "access point" as well? If I'm not mistaken, receiving the "broadcast" is intercepting a "private" communication...

Not mine but it makes my point.

[PSV Media]

With the ever increasing number of iToys out there I am fairly sure they will not pick up the Blue tooth messages (I may be wrong but have never had one yet) We have been approached by dozens of blue tooth marketing companies across the North West asking us to put the transmitters on-board buses to send out messages as the bus travels along but we have declined each time. One aspect we are looking at is putting screens on board the bus so the advert changes on the screen depending where the bus is on the route. This enables Tesco and Asda etc to advertise their special offers as the bus is about to stop outside their store. This is a lot less intrusive than the phone blue tooth but equally as direct.

[Draugen]

I've considered Bluetooth marketing in the past, but have ultimately decided against it. It doesn't take long to realise I'd end up annoying more potential customers than I'd ever attract!

I think it does have it's uses though for city centre clubs/bars. Bluetooth flyers for drinks offers/free entry etc could be very effective, and if only used at the right times, you would reach almost exclusively people you wish to target, rather than bug uninterested passers by.

I also once came across it being used in a minicab office. I had popped in to get a taxi home after a night out, noticed a bluetooth request on my phone and it was the business card for the taxi company.