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.
Wednesday, May 6, 2009
Bluetooth 3.0 and Bluetooth Advertising - Bluetooth Advertising and Proximity Marketing Blog
Monday, March 30, 2009
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.
Tuesday, March 17, 2009
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.
Thursday, January 22, 2009
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
Friday, December 19, 2008
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...
Thursday, December 11, 2008
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.
Monday, September 8, 2008
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.
