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.