Bluetooth Advertising

Marketing with Bluetooth is a unique proximity marketing approach to reaching consumers directly on a local level. Bluetooth Marketing allows businesses to deliver media files direct to consumers' mobile devices and cell phones via Bluetooth advertising, automatically sends the media files to all Bluetooth-enabled devices, such as mobile phones, PDAs and laptops within a range of approximately 300 feet (100 meters).

Why Bluetooth Marketing?

• Low Cost Effective Initial Cost
• Cost Effectiveness Increases with time
• Unique Market Impact
• Mobile Marketing is the fastest growing marketing sector
• Bluetooth Marketing is the lowest Cost Mobile Marketing Method
• Viral implications (ads can be shared from phone to phone)
• No Cost to the end receiver

How Bluetooth Marketing Works

The basics of Bluetooth marketing is fairly simple, a Bluetooth broadcast system will constantly scan the area around it (up to 300ft in any direction barring obstructions) looking for phones with Bluetooth turned on and set to "visible or discoverable" upon finding a phone the broadcast point will request a connection from the phone. The phone user will see something like "incoming data connection from ABC Company, ACCEPT or DECLINE" (note only the "abc company" can be changed in the message, the rest of the message is controlled by the phone software, not the broadcast system) if the user accepts the connection, the broadcast system will send the first file, and again the phone user will see a message like "incoming file coupons.jpg from ABC Company ACCEPT or DECLINE" if the user accepts the incoming file it will download and normally the user will see a message like "coupons.jpg has been saved to photos folder view now? YES or NO" , this transaction is recorded on the broadcast system and the user will not be asked to download this file again for the remainder of the campaign, we refer to this as Blacklisting and it is in adherence to anti spam laws and our own anti-annoyance rules.

Bluetooth Marketing Technology (why it works)

Bluetooth is comprised of 25 "profiles" each Bluetooth profile has a specific job, like DUN (dial up networking) HFP (hands free profile) and many more. Bluetooth Marketing typically uses OPP or Object Push Profile which allows files to be pushed from one device to another, typically without pairing but does require an acceptance from the receiver. Many phones but certainly not all phones have this Object Push Profile. Notably Iphone does not have this profile and therefore cannot receive a file via Bluetooth. Roughly 60% of cell phones have Bluetooth and roughly 30% of those phones do have the Object Exchange Profile and therefore can receive the files being broadcast to the phone. Some US carriers (Verizon and Sprint) have "crippled" the Bluetooth object push profile so only certain files can be received, other files will be automatically declined. Typically this crippling will still allow VCARD files to be received but will automatically decline the connection if other files are being sent, our recommendation is to always send a vcard as your first file and follow it with a jpg image, these two file types are the most widely accepted file formats for cellular phones in the USA.

So Why Use Bluetooth Marketing ?

Retailers:

Using Bluetooth to advertise to the client who is already in the store is an opportunity to up sell the client on something he may not have intended on purchasing when he arrived at the store, basically the Bluetooth marketing concept is a unique version of the in store sales display that will also cause the client to talk about it with his friends and relatives, possibly sharing the advertisement by passing it from his phone to another phone.

Malls:

Bluetooth marketing can send a map of the mall with store locations and piggy back (follow the map download) with any retailer specials as a very cost effective method of offering additional advertising for mall retailers while offering a service (map) that mall patrons would find compelling to download. (AMBER ALERTS?)

Trade Shows:

Using Bluetooth marketing at trade shows you could be broadcasting a schedule of the speakers at the show as your teaser "brought to you by ABC Company at "Booth #315" and of course you could include a map of the trade show which highlights your particular booth. This method would drive traffic to your booth as well as perform a community service which elevates your company from a marketing perspective.

Arenas:

Broadcasting a wallpaper of the sports team or concert performer is a great teaser, follow it with paid advertising from the local advertisers you already have. The Bluetooth marketing equipment now becomes a revenue stream rather than a marketing cost.

Nightclubs:

Teasing the clientele with a drink special that can only be had by downloading the Bluetooth content is a great way to compel users to accept the content, then follow the drink special with your upcoming schedule of events, or even paid coop advertising from the various beverage companies or even paid advertising from local advertisers interested in targeting the clientele in your club or club network.

Car Dealers:

This is the sales system that works on location when you aren’t on location, after hours content delivery etc. The best use we have seen is Bluetooth marketing used to compel people to send a text message to receive a flyer with this weeks sale items. You could also use it in the service waiting area to push service specials getting service work that otherwise might escape you. Again these ads can become viral being shared with the consumers friends and family, potentially driving more business.

The BIG ONE:

Everyone would agree that using Bluetooth marketing in your establishment(s) is a very new and unique method of reaching clients, NEWS organizations will agree as well and issuing a press release will potentially get you newspaper and TV news coverage you simply cannot pay for! Especially if you are including public service messages within your campaign (AMBER ALERTS?)

Contact us for more details or if interested in placing one of our Bluetooth Advertising Displays at your location.