Polish Video Store Chain Adds Bluetooth Marketing to 40+ Locations

Polish video store chain Beverly Hills Video, has added Bluetooth proximity marketing to 43 retail outlets.  Read the Polish-language article here and the English-language Google Translate version here.

Bluetooth 3.0 and Bluetooth Advertising - Bluetooth Advertising and Proximity Marketing Blog

If you've got your ear to the ground on tech tools & gadgets or you're an ad exec pondering Bluetooth advertising, you no doubt caught the late April release of Bluetooth 3.0. Nutshell version: the big leap forward in this latest, greatest Bluetooth specification is the lightning fast transfer rates that will soon be possible. Check out this article for a great synopsis.

Bluetooth 3.0 will open incredible doors for Bluetooth advertisers. Before 3.0, you could go to a U2 concert and download a ringtone or text to enter a contest. Soon you'll be able to download their entire new album to your cell phone! On Bluetooth 2.1, you could attend Tech Ed and snag small, "download-friendly" program to try and later upgrade. Soon you'll be able to opt for the fully-functional version of the latest Blackberry goodie!

But what about existing Bluetooth 2.1 and earlier equipment? Will Bluetooth 2.1 owners soon be in possession of their own Commodore 64 redux? Not as far I this blogger can see. As the above article mentions, firmware updates moving devices from 2.1 to 3.0 should be readily available as Bluetooth 3.0 products hit the market later this year and into 2010.

T-Mobile to Trial Bluetooth Marketing in UK - Bluetooth Advertising and Proximity Marketing Blog

In search of new customers during this global economic downturn, T-Mobile is set to trial Bluetooth marketing in U.K. retail locations. As this quick article reports, T-Mobile will ping shoppers with special offers and more.

As the article further reports, the T-Mobile campaign will also test the waters on Bluetooth advertising to folks who have not previously demonstrated--either by attending a special event or attraction--their interest in the content at-hand. And this is where I believe the T-Mobile campaign will go off the tracks.

Why annoy people and invite the wrath of regulators with content aimed at no one in particular? Why not rather ping folks in T-Mobile stores, who have already shown interest in T-Mobile's products by walking into their store?

And instead of sending out lame coupons and discounts--who are the ad wizards that came up with that one?--how about a free HiFi Ringer or CallerTune?

Bluetooth advertising is a highly effective targeted marketing tool, not a mass market medium for pinging unsuspecting folks with mobile billboards. Unfortunately, the T-Mobile marketers that dreamed up this campaign will prove initially successful--driven largely by fascination with the new advertising medium not actual interest in T-Mobile offerings. But then the magic cloud will wear thin and customers will just avoid the T-Mobile end of the mall.

As many of the articles linked on our blog report, targeted Bluetooth marketing can be incredibly successful, especially compared to print and broadcast advertising. Mass market Bluetooth campaigns are destined to fall flat, as T-Mobile gurus will soon discover.

Northern Ireland Bluetooth Advertising Campaign - Bluetooth Advertising and Proximity Marketing Blog

I've obviously been remiss in publishing more Bluetooth case studies. A thousand apologies and a promise to post more consistently.

First up, coverage of an anti-drunk driving campaign in Northern Ireland.

This campaign is especially smart because it adheres to one of the chief maxims of effective Bluetooth marketing campaigns--collateral advertising included. Not only will Northern Ireland revelers receive Bluetooth alerts, they'll also see anti-drunk driving advertising in pub restrooms and even glowing boxes in main gathering areas.

Bluetooth Advertising Derails Binge Drinking - Bluetooth Advertising and Proximity Marketing Blog

Bluetooth advertising continues to be used in new and exciting ways, including serving the public good. Check out this article on efforts to use Bluetooth marketing to limit binge drinking in the U.K. Think of all the uses for Bluetooth proximity marketing in your neck of the woods.

Photo credit: Gencia

IMAX Theaters Jump Into Bluetooth - Bluetooth Advertising and Proximity Marketing Blog

Check out this short article about IMAX Theaters' Bluetoothing. Their efforts follow the maxims of Bluetooth advertising--target audience, relevant/cool content, coherent call-to-action.

Now if only they can Bluetooth me the latest Batman movie...

Bluetooth Advertising Success Among the Technologically Challenged - Bluetooth Advertising and Proximity Marketing Blog

Obviously it's been a long time since I posted. Forgive me for that and check out this short article from MobilePedia on a recent Bluetooth campaign at a medical convention in Brazil. Note that the link is a translation of the original Portuguese article.

Pay special attention to the closing comment about the travails Bluetooth marketing to medical professionals. Their success might bode well for strategic efforts among other techno-averse groups.

Game On for Bluetooth Advertising - Bluetooth Advertising and Proximity Marketing Blog

Check out this short post on the recent Leipzig Games Convention. Especially notice the Bluetooth success of German gaming firm Fishlabs. Their triumph was rooted in two of the cardinal ingredients of Bluetooth success: a targeted audience and killer content.

If your company regularly hits the trade show circuit, you should seriously consider Bluetooth marketing. Ponder this: the big motivation for dumping money into a booth, program advertising, workshop sponsorships, gift bags and more is to put your brand in front of folks not just able but interested in purchasing your services.

Broadcasting via Bluetooth to a captive trade show audience, especially during open expo times, could allow you to create an instant bond with potential buyers. For instance, you could utilize Bluetooth advertising to invite show visitors to come by your booth or text to receive a "show only" discount? Just be sure that you lead with killer content--a great offer, a cool cell phone app, a funny video, etc.

But what about spam? Bluetooth messages are free to send and receive and the best Bluetooth software requires user permission to transmit content and blacklists uninterested users for the life of the campaign.

Why get lost in a sea of vendors? Send valuable content and establish quality relationships with your target customers through Bluetooth marketing.

If you're ready to get started with Bluetooth advertising, contact Lucky Rock Consulting.

Smithsonian Gets in the Bluetooth Advertising Game - Bluetooth Advertising and Proximity Marketing Blog

Today I unearthed this quick article on the Smithsonian's Freer and Sackler Gallery's Bluetooth marketing to art lovers. As I read the post from ArtDaily.org, I realized that I've failed to write about the great opportunities for museums to educate guests and build long-term connections through Bluetooth advertising.

Imagine walking through an exhibit and receiving info not only on that exhibit, but the opportunity to receive text or email alerts on future exhibits. The beauty of Bluetooth marketing is that if it's done right, it can help you connect with your target audience at the exact time of their interaction with your brand, with zero cost to send and receive.

Here in the States, Coca Cola has utilized Bluetooth advertising at their World of Coca Cola museum in Atlanta, proving that you can execute a fun, brand-building Bluetooth campaign regardless of whether you're a for-profit or non-profit venue. Just be sure that the content is uber cool, tailored to your target demo and includes an element for future follow-up.

As a former event planner and national project director, I know just how critical it is to ensure that first contact is truly just the beginning of a mutually-beneficial relationship with folks interested in your brand, organization, etc. Smart Bluetooth advertising can be a tremendous core element of such long-term friendship-building.

If you're ready to get started with Bluetooth advertising, contact Lucky Rock Consulting.

Bluetooth Advertising Guidelines En Route - Bluetooth Advertising and Proximity Marketing Blog

As this column reports, it looks like Europe will finally get a standard set of dos and don'ts for Bluetooth advertising and proximity marketing. Of course, these best practices are likely to spill over into the States and other emerging Bluetooth markets.

Click through to the actual MMA Proximity Marketing Guidelines to get a snapshot of how Bluetooth works and best practices for Bluetooth advertising. Especially noteworthy are their recommendations to tailor content to recipient demos and locations, make communications permission-based and ensure that mobile users--especially those that have rejected content--are not repeatedly pinged during the same campaign.

If you're ready to start Bluetooth marketing as an agency or end-marketer, contact Lucky Rock Consulting.

Mall Advertising Going Interactive - Bluetooth Advertising and Proximity Marketing Blog

Check out this great article on the recent leaps in mall advertising. Especially notice the following...

"Mobile devices, such as Bluetooth, also present opportunities. Bluetooth 'lends itself to a mall environment, it’s easy to deploy and it’s not that expensive,' says Alan High, general manager for Clear Channel Malls. 'Our advertising is being used for applications in the mall environment that didn’t exist a year or two ago.'"

Indeed, Bluetooth and WiFi mobile marketing are revolutionizing the mall space, not with annoying cell phone alerts, but with hyper-targeted offers. Imagine walking into a mall and receiving a map, sale alerts, coupons and more. Of course, if you work with the right software, all of these messages will require users to opt-in and could include a text-to-receive element to help you gather the contact info from interested consumers for future campaigns.

And as the above column reports, retailers--especially mall operators--must be careful to limit the quantity and ensure the quality of mobile campaigns. Specifically, a little test marketing will reveal how many advertisers per day/week are just right. With the right equipment setup you can also offer store messages only within close proximity to the subject store. Hence, Gap sales alerts will be offered within sight of the store, rather than down in the dungeon of the mall near Radio Shack.

You could use also Bluetooth to run ticket giveaways for the movies advertised via mall spectaculars and you could offer a bonus track download for the latest Jonas Brothers or Coldplay CD. These kinds of promotions have worked tremendously at U.K. malls and elsewhere.

If you're ready to get started with Bluetooth advertising, contact Lucky Rock Consulting.

Amstel Russian Bluetooth Campaign a Hit - Bluetooth Advertising and Proximity Marketing Blog

On the heels of our report earlier this week about Coca Cola's somewhat misguided Bluetoothing efforts at the Beijing Olympics, check out this post on Amstel's successful Bluetooth marketing in Russia this past May-July. Especially notice the 400,000+ acceptances of content and the 23-39% conversion rates.

Though the Amstel campaign was a hit, as we mentioned in our Coca Cola article, Amstel likely could’ve achieved even greater results if it had better targeted the venue & consumer base and ramped up the content quality. Honestly, I'm amazed that any mobile users download the lame commercials that they simply Tivo around when they're at home. In fact, I'd venture that such inane Bluetoothing will eventually bring a big backlash against the companies that foist such annoying media on unsuspecting consumers.

Rather than settle for mass market, barely considered campaigns that yield perhaps 10-30% less prospects than targeted, why not offer high quality Bluetooth advertising with true viral marketing potential? Which will spread further, a boring 30-second commercial or a valuable coupon/contest entry? The only exception to this rule is to make the ad extremely funny or memorable a la Bud Light.

As you consider Bluetooth advertising, be sure to put as much thought into it as you would an expensive TV or radio spot. After all, your brand is on the line.

If you are ready to start Bluetooth marketing, contact Lucky Rock Consulting.

Olympics and Daytona Bluetooth Advertising - Bluetooth Advertising and Proximity Marketing Blog

You may have heard about the Bluetooth advertising by Coca Cola at the Olympics and the recent Bluetooth campaign at the Daytona International Speedway. Of course, the Bluetooth providers behind these broadcasts are boasting of great success or at least anticipating the same. However, the content being sent and the chosen venues will likely severely limit the effectiveness of these campaigns.

As the above articles relate, the current Coca Cola Olympic push and the recent Daytona Speedway offerings feature lame advertiser videos aimed at perhaps too broad a swath of people. How many people do you know that will download a Coke or Chevy commercial? No thank you. Those commercials ushered in the DVR and I have no intention of clogging my phone's memory with such schlock.

In fact, such unoriginal content is one of the reasons that Pioco, the firm behind the Coke's Olympics campaign, confessed an acceptance rate of just 35% for previous Coke Bluetooth pushes. What do you mean just 35%? That's way better than print, TV and radio advertisements!

True, 35% conversion is still pretty snazzy. But it's well below typical Bluetooth response rates in the 40-60% range and far less than the admittedly spectacular 80% acceptance rate of a recent Shanghai Adidas campaign.

Rather than simple mobile-friendly commercials, why not send out athlete and driver profiles with opportunities to text to receive further content? Better yet, why not broadcast sports stories with a text to receive product coupons and event discounts? Such content might actually be considered valuable by recipients.

Especially in the States, the Bluetooth marketing reality is that unthinking Bluetooth advertisements will eventually fail miserably, even if the curiosity factor boosts initial results.
What's more, the venue for Bluetoothing will also greatly impact conversion rates and sales. In the case of the Coke Olympic campaign, Bluetooth advertisements are being sent through Blue zones set up at bus stops and other commuter hot spots.

Stateside Bluetooth advertisers would do well to avoid such untargeted marketing venues, unless location-specific, value-added content is broadcast. A coupon for the Subway restaurant across the street from a certain bus stop might work well. A simple commercial for Subway will likely fail spectacularly, anger recipients, damage the Subway brand and guarantee the ineffectiveness of future Bluetooth campaigns.

As you consider Bluetooth marketing, do your best to create consumer-friendly media that's location-specific. Examples include pro shop coupons at golf courses, maps and sales updates at malls and property fliers & video tours sent to prospective real estate buyers.

If you're ready to get started with Bluetooth advertising, contact Lucky Rock Consulting.

Bluetooth Advertising in Shanghai and You - Bluetooth Advertising and Proximity Marketing Blog

Take a few minutes to enjoy this insightful interview with the founder of Chinese Bluetooth advertiser Pioco. With typical acceptance rates hovering near 50%, Pioco has already enlisted 5,000 locations for their Bluetooth proximity marketing network with thousands more in the works.

Take a cue from Pioco's success and set up a Bluetooth advertising network in your locale. In fact, if your offices are located in major foot-traffic centers, you could simply install Bluetooth transmitters on-site and advertise your company or sell third-party ad space.

As you consider building a Bluetooth proximity marketing network, remember that the most effective campaigns feature high quality content sent to targeted consumers. On the flip side, if you simply ping drivers-by with irrelevant and annoying content, you will erode your brand and infuriate the masses. Think movie trailers at theaters, coupons in restaurants and score updates at sports bars.

As marketing maven Seth Godin says in his brilliant Unleashing the Ideavirus, most folks today only trust who they know or what they know. Bluetooth marketing targets those who know you and your products, maximizing sales among your fans rather than pushing unwanted content on the unsuspecting public.

If you're ready to build your own Bluetooth advertising network and/or begin using Bluetooth marketing in your business, contact Lucky Rock Consulting.

Bluetooth Advertising Takes a Religious Turn - Bluetooth Advertising and Proximity Marketing Blog

India is fast becoming a hot market for Bluetooth advertising. We've previously reported on Bluetooth marketing at the Harry's Bar & Casino chain. Now comes news of Bluetooth advertising at Hindu temples.

While you may not agree with the religious content they're offering, don't let that stop you from utilizing Bluetooth broadcasting at your church.

No, you don't need to jump off the cliff into inauthenticity by hawking religion on people's cell phones. Yes, your church can provide helpful and potentially life-changing content via Bluetooth.

If your church campus is comprised of several buildings or if each section of your main building serves a different purpose--educational, children's ministry and otherwise--imagine Bluetoothing church maps and intro videos to visitors. You could also use Bluetooth to facilitate service signups at ministry fairs and other gatherings.

In fact, if your congregation plays host to community events, you could reach many unchurched folks with low-key intro videos and service times via Bluetooth. Just advertise the availability of content via simple print signage, through your closed circuit TV network or by some other means.

Bluetooth advertising can produce great results no matter your objective--monetary, eternal or otherwise. If you're ready to get started with Bluetooth marketing, contact Lucky Rock Consulting.

Bluetooth Advertising Success in South Africa - Bluetooth Advertising and Proximity Marketing Blog

Check out this quick but worthwhile article on a very successful BP Ultimate Bluetooth advertising campaign recently pulled off in South Africa. As the column mentions, one of the BIG keys in effective Bluetooth proximity marketing is simple messaging to alert folks to the availability of Bluetooth content. Especially in the States and other regions just now launching Bluetooth advertising, you must do a bit of hand-holding.

What's more, Bluetooth marketing is about reaching targeted consumers, not spamming anyone within reach of your transmitters. Lucky Rock Consulting and other smart Bluetooth advertising firms will maximize your reach within your niche, not annoy unsuspecting passers-by.

The good news, as evidenced in the above linked post, is that campaigns featuring quality content focused on your target audience, should yield incredible results. Typically, 30-50% of customers accept content...far better than print mailings and TV & radio advertising.

Bluetooth advertising can work for you whether you're a quick-service restauranteur, a luxury car dealer or radio station owner. But it must be targeted and relevant. And your Bluetooth broadcasts must be accompanied by visual reminders of available content and how to get it. If you do that, then expect the leads and the sales to start flooding in.

If you're ready to get started with Bluetooth advertising for your business or to setup a Bluetooth ad network in the States or abroad, contact Lucky Rock Consulting.

Bluetooth Advertising Car Dealerships - Bluetooth Advertising and Proximity Marketing Blog

One greatly overlooked Bluetooth advertising arena is auto dealerships. In fact, most folks interested in Bluetooth marketing confine their thoughts to retail locations such as malls and restaurants.

Indeed major shopping centers (centres for our UK readers) and other outlets offer great opportunities to deliver relevant content to targeted customers. See examples here and here. Still, car dealerships represent a largely untapped Bluetooth advertising gold mine.

Though you'll see few case studies online, likely because they don't want to key in their competition, several European and U.S. car dealerships are using Bluetooth to send sales-generating media to prospective buyers. Check out this Flickr photo featuring Audi's Bluetooth proximity marketing in Stockholm.

Imagine visitors being able to freely receive short video intros to your latest, hottest models. If customers accept the content, they'd almost certainly be in a better mood to buy right then and there. Not only that, your video will likely stay on their phone for nearly a year, allowing them to show it to their spouses for approval and spread the word about your cars and your dealership to all the friends and family they forward the video to. When is the last time your glossy, costly print brochures did that?

A quick caveat.

Your Bluetooth success will hinge on reaching targeted consumers, not spamming anyone who drives by your dealership. Permission-based Bluetooth advertising to interested customers boasts typical 30-50% acceptance rates. In fact, the cooler the content, the better your chances. However, blindly transmitting content to unsuspecting passers-by is a sure way to anger potential customers and generate bad press. Targeting dealership visitors is the best way to see maximize your Bluetooth ROI.

If you're ready to get started with low-cost, high-yield Bluetooth auto dealership advertising, contact Lucky Rock Consulting.

Bluetooth Mall Advertising Six Months Later - Bluetooth Advertising and Proximity Marketing Blog

What's the point of Bluetooth advertising if it doesn't work? Real world results are the true test of Bluetooth and any other marketing channel. With direct mail, a 1-5% return is typical. If radio and TV yield 15-20%, you're singing in the rain.

So what about Bluetooth marketing? What are typical response rates, as measured by percentage of Bluetooth-enabled users that accept content and a simple download count?

My research on Bluetooth advertising in Europe, Asia, Africa and here in the States reveals a typical 30-40% content acceptance rate. Check out our industry-specific posts for more on that.

This article talks about the great success that Forum Mall tenants in India are having with Bluetooth marketing. Though they haven't revealed their customer conversion rates, downloads are cruising along at 20,000/month now six months later--a good sign of the staying power and cost-effectiveness of Bluetooth advertising.

If you're considering your own Bluetooth campaign, contact Lucky Rock Consulting. We feature affordable turnkey solutions and optional ad support.

Bluetooth Advertising City Guides - Bluetooth Advertising and Proximity Marketing Blog

In the words of Dan Hurd, CEO of Proxiblaster, things are heating up.

In just a couple of weeks of doling out marketing tips and posting about Bluetooth advertising on real estate forums, several brokers and agents have contacted me from all over the States. These folks come on the heels of the significant international traffic this blog continues to receive. Thanks to everyone from around the world for visiting. We're certainly willing and able to help you no matter your locale.

Today we bring you news of the world's first Bluetooth city guide. For you chamber of commerce members out there, imagine the business revenue that would be generated by offering great content including maps, restaurant listings and more via Bluetooth. Cha-ching!

For you entrepreneurs, as I blogged about earlier this week, you should set up a Bluetooth advertising network on the main strip of your city or town. The city of Leeds (see linked article) simply created "LeedsCast" zones in strategic spots around their town including the City Center and bus and train stations. With our help with the hardware and ad content, you could build a similar low maintenance network and market it to local businesses.

To get started with Bluetooth advertising, contact Lucky Rock Consulting.

Monetize Your Location through a Bluetooth Ad Network - Bluetooth Advertising and Proximity Marketing Blog

As I spoke this week with real estate professionals from across the U.S. about Bluetooth marketing for realty, I began thinking about the number of realty offices located in downtowns and other high-traffic areas. They would be ideal candidates for establishing a Bluetooth advertising network on which they could sell virtual space to nearby businesses.

In fact, I'm planning to work with one entrepreneurial real estate pro to establish just such a Bluetooth ad network in a famous Mexican resort town.

No matter your profession, if your office is located in a prime part of town, imagine turning it into a Bluetooth hot zone and selling ad space to local restaurants and clubs. If you're ministry-minded, you could turn the ad space over to your church or other non-profits.

Of course, as you consider establishing a Bluetooth ad network you must remember that the cooler the content, the better the acceptance rates. Simple fliers will not yield nearly the results as exclusive coupons, movie clips, etc. Also keep in mind that businesses in close proximity to your network will see the best results because recipients are already in the area and perhaps/likely interested.

You could divide the ad space by day part and length of broadcast. Imagine a restaurant being able to broadcast it's latest offerings to all downtown passers-by during the dinner hour. Imagine a church sending out invitations and maps on the night before its next service. You can make that happen with your own Bluetooth ad network.

If you're ready to better monetize your prime location, contact Lucky Rock Consulting today.