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.

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.