Advertisers take notice. The next big thing in mobile marketing is just getting started. Proximity marketing offers marketers the advantage of relevance, timing, targeting and analytics.

First, let’s define proximity marketing. Proximity marketing is an opt-in digital advertising delivery form where content is transmitted wirelessly for free to mobile phone users in close proximity to a transmitter. Transmitters can be permanent (think Times Square), temporary (annual festival) or roaming (within taxis, trains, buses and transmitted from mobile billboards). The mobile content can include interactive apps, coupons, videos, ringtones, wallpapers, branded games, pictures and other digital assets.

Let me start with the most basic example and then progress to more advanced applications. Say you’re walking up to a Blockbuster and their storefront windows are promoting the Public Enemies movie. About the time you notice the movie posters, you receive a notification on your cell phone asking if you’d like to view the movie trailer for Public Enemies. You choose to view the trailer and, in seconds, the video is transmitted to your device. After viewing the trailer and enjoying it, you’re uncertain what to do because your wife wanted you to pickup a romantic comedy. You decide to send the Public Enemies trailer video to her cell phone and hope she might be persuaded to change her mind. Minutes later, you receive a text from your wife, “Yes, Public Enemies, please.” The following day, having enjoyed the movie and talking about it among co-workers, you recall you’ve got the movie trailer stored on your phone, so you play it while talking to them and then forward it to those who express interest.

In another example, let’s say you’re at LaGuardia Airport, headed to Barcelona, Spain at 4:20 p.m., gate 23. About 20 minutes before the boarding call, you receive a notification on your cell phone asking if you’d like a free mobile app of the Barcelona Tourism guide. You opt-in with the click of a button and receive the app on your phone. The app includes points of interest, an interactive map, hotel recommendations, restaurant reviews, etc. While on the plane you flag events and points of interest and the app suggests a travel route and recommends transportation options. Upon landing, your device detects your arrival in Barcelona and a notification is received recommending a $0.99 upgrade to activate more features including streaming videos of local events, special offers on hotels, etc.

In the airport example, wireless notifications correspond to each International travel destination and their respective gates on a timed schedule. A centralized server hosts the scheduling database and controls the distribution of unique content by each transmitter located throughout the airport. Information about advertising impressions, downloads and positive engagement rates are tracked at the server and advertising digital content updates can be done remotely to the server through an internet connection.

Next, let’s take a look at the possibilities for sports stadiums. As you settle into your seat a notification is sent to your phone to invite you to a VIP Game Day mobile experience. You click yes to learn more. A video is downloaded for free to your phone highlighting the features and benefits of downloading an additional application which includes the following feature set, available for the duration of the game for $3.99:

• Trivia Contests – Compete with other fans with the chance to win free tickets and merchandise. Scoring is based on speed and accuracy in response to trivia questions regarding players, team and team history. Contests are timed to occur during game breaks.
• Game Day Program – Player stats, profiles and video interviews.
• Scorekeeping – Play-by-play scorecards are easy to maintain within the app.
• Section-led Cheers – A new cheering experience can be coordinated by section.
• Real-time Broadcast – Watch a real-time broadcast of game and change/select your preferred camera angle.
• Watch Replays – Replay video clips of close plays. Zoom in on portions of video that interest you.
• Highlight Reel Videos – Share the game’s highlight reel videos with friends via Twitter, Facebook, MySpace and/or email with pre-populated text such as “Having a great time at the (insert team name here) game, check this out!”
• Real-time Stats – Access all stats regarding the players and game.
• Upload Fan Photos – Pose with your friends and, using your cell phone, snap a photograph for consideration on the JumboTron and/or team website.
• Fan Forums – Real-time questions and answers among fans attending the event. Ask or answer questions like:
  • What just happened?
  • What was the umpire’s call?
  • What is the coach thinking?
• Purchase Tickets and Team Merchandise – Order customized jerseys, tickets and other merchandise.
• Opt-in to Advertiser Offers – Advertiser coupons and special offers available on an opt-in basis.

Knowing that the $3.99 will enhance your experience and likely be your least expensive purchase of the day, you opt-in to purchase the VIP Game Day app. Ticket sales, merchandise purchases, sponsor advertising, app feature up-sells, tell-a-friend video sharing and post-game marketing to fans provide additional revenue opportunities. Apps are likely to build additional loyalty as fans engage to a greater extent by learning about the players, connecting with other fans and accessing information that matters to them.

Phones vary widely in their ability to receive, display and interact with wirelessly transmitted content. However, systems can detect device differences and deliver the proper content automatically.

The convergence of wireless standards, decreasing cost of smartphones and increased bandwidth foster explosive growth potential for this highly engaging form of one-to-one marketing. The possibilities are wide open. We expect to see particularly strong adoption in shopping malls, hospitality, public transportation, tourism and event related venues.

Feel free to reach out if you have proximity marketing or mobile app development needs. Your thoughts on how to leverage proximity marketing are most welcome. You can leave comments below. Tim Cascio can be reached at 773-793-6209.

This is a great list of case studies showing the many creative ways in which Bluetooth Proximity Marketing is being deployed around the world (a few of our campaigns are in their, too).

Thanks to the Bluporter team for compiling this.

Eén van Nederlands grootste studentenevenementen, de Utrechtse Introductie Tijd (UIT), gaat op maandag 10 augustus 2009 van start. Naar verwachting zullen ruim 3000 nieuwe Utrechtse studenten de stad ontdekken tijdens de UIT onder begeleiding van 650 ouderejaarsstudenten. De studenten maken kennis met elkaar, de stad, de onderwijsinstellingen, cultuur, sport- en gezelligheidsverenigingen en de studentenfaciliteiten. Het thema dit jaar is ‘Leef je UIT!’. Interactiviteit speelt een grote rol: deelnemers spelen de UITgame via bluetooth op hun mobiele telefoon en kunnen tijdens het evenement foto’s via hun mobieltje uploaden naar de UIT-website.

Dit jaar wordt voor het eerst de UITgame gespeeld. Deze urban game is een interactief spel waarbij de deelnemers aan de hand van aanwijzingen via bluetooth door de stad trekken. Op een aantal strategische locaties in de binnenstad van Utrecht zijn Bluetooth servers geplaatst die de aankomende studenten voorzien van een opdrachten, vragen en hints.
Door alle opdrachten en vragen goed uit te voeren, komen de studenten steeds dichter bij het antwoord op de centrale vraag uit het spel.
Uiteindelijk moeten de studenten het antwoord via SMS sturen, waarna de organisatie een winnaar van het spel kan aanwijzen.

De organisatie van UIT heeft de Bluetooth Marketing campagne en het SMS verkeer in nauwe samenwerking met ProSurve  opgezet.

Over the last few weeks, I have increasingly heard about Proximity Marketing (Bluetooth Marketing) providers offering customers one-off deals for Proximity Marketing solutions. The typical scenario is a company looking to use proximity marketing, they just want to buy the equipment and not have any further contact with the provider once they’ve bought the equipment. This sounds enticingly good, but here are a few realities about how quality Proximity Marketing systems work if you are to have a good experience:

• The handset and fingerprint database (which is used to detect the mobile phone model) need to be kept up to date. There’s something like 20 – 30 new handsets that come onto the market every month, six months down the line – with how many phones will the content work with?
• What about when phone models start appearing with new connection technologies e.g. WiFi, do you have to buy another box? Isn’t it better to be part of a system that gives you a planned upgrade path where you can build on what you have already bought rather than having to throw the box away, together with software updates to ensure your system is always at the cutting edge.
• If you want control of your Proximity Marketing system, so you can manage campaigns for yourself or on behalf of your customers, you are likely to need access to a management system. If that is the case, do you want a system that will constantly be updated with new statistics analyses, new capabilities, and kept current or do you want to stick with something that will be stuck in the past?
• To offer you a genuinely reliable system that stays working 24/7, your management system should be resiliant and have backup, redundancy and automatic server switchover infrastructure monitoring facilities in place.
• Service and support are critical.  I have been talking to a wide number of Proximity Marketing providers recently who are interested in our new Bluegiga upgrade pack. A regular concern I hear about smaller providers, is the lack of support when things go wrong. Who’s available on the end of the phone for your call? Is it only during office hours, only in one country? Or can you get hold of them any time, any place?

All these things make the difference to whether your bluetooth marketing campaign is successful or not. All these things cost us money each and every month to provide them to our customers. We don’t want these features to ever stop for our customers, and hence we charge a monthly fee for our management system, Hyperhub.

Be careful and thoughtful if you are being offered an all-in-one pay up front only package, how are these things being paid for? Are they being paid for? Or are they just missing? If they are paid for, how long is your provider budgeting on you needing it for?

Hypertag, like other quality providers, is happy to offer bulk deals with fees spread over several years paid for up front, particularly with implementations that are grant funded, because that is important and a key market requirement.

But the lesson is, if you are parting with your hard earned cash, be sure what you are getting in return? Further, make sure you have a solution that will evolve as your business does.

Jonathan Morgan

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Bluetooth wireless technology, today, is a very basic feature in almost every new cell phone. Bluetooth can be also utilized for local information system where the user gets valuable information into his cell phone free of charge. The system can be implemented with completely autonomous ‘push’ feature or the user may have the option to ‘pull’ the information.

Sena’s MSP1000 Bluetooth Access Points are designed to meet the demands of the most reliable, flexible and powerful Bluetooth local information systems where up to 28 simultaneous cell phone connections are supported via single MSP1000 Bluetooth Access Point. Bluetooth Access Point is available with an optional mounting accessory, and it can be firmly and securely placed on walls and ceilings near the local information exchange process done with the user’s cell phone.

Several third-party companies has developed add-on applications on top of MSP1000 Bluetooth Access Point Platform.

Bluetooth Access Points can be grouped together, managed and monitored over secure connections with MSP1000 Bluetooth Management interface.  The uplinks for system management can operate through standard wired networks or public cell phone networks. Bluetooth Access Points combines state-of-art user experience with your valuable content. The local information system is a completely new way to interact with clients and interest groups without any costs for the user.

Since 2007,  Sena has offered solutions for the Bluetooth Marketing segment (bluecasting). Currently, MSP1000 Bluetooth Access Points are used by more than 370 Bluetooth Marketing companies in more than 70 countries.

More Information
=============

Features, technical specifications and ordering information
http://www.sena.com/products/industrial_bluetooth/msp1000.php?domain=kumarsenablog

Datasheet
http://www.sena.com/download/datasheet/ds_parani_msp1000.pdf?domain=kumarsenablog

Panel layout
http://www.sena.com/products/industrial_bluetooth/msp1000_layout.php?domain=kumarsenablog

Contact Us:
========
Kumar Nandi
Sena Technologies, Inc.
Tel: (408) 922-9786
Fax: (408) 907-3738
Web: http://www.sena.com/

Bluetooth Proximity Marketing FAQs – MSP1000

Product: Parani-MSP1000

A new trend appears in the mobile marketing since the beginning of 2006: The Bluetooth marketing, or proximity marketing.

This new tool works as a direct marketing channel to end users mobile phones. The first generation of these tools established a connection with the Bluetooth enabled phones (activated and set to visible) which are within 1000 meters from a dedicated hotspot.

A question appears on the screen of the phone in the form ‘Do you accept content from Sena MSP1000? Yes / No’, where Sena MSP1000 is the name of the company willing to advertise. If the user presses Yes, the download proceeds at a speed of typ. 50kB/sec over Bluetooth. The data transfer is 100% free. A video of 500 KB would be sent in about 10 seconds.

If the user presses No, the popup disappears from the screen, and if the users does not press either key the popup will disappear when the phone leaves the Bluetooth covered zone.

This new media raises a lot of interest in the advertising and marketing industry. The kind of files that they push is images (still or animated), sounds (mp3) and video.

The risk to see the Bluetooth marketing seen as Spam does exist, but an opt-in is also possible by requiring the user to approach his phone close to a given point (typ. 1-2 meters) for triggering the download.

The challenge is now for media and marketing agencies to use this innovative tool wisely, and certainly to send value added content to the users. The Bluetooth marketing has a lot of impact on end users, so it should be used with wisdom.
 

       What is proximity marketing?

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by willing individuals in that location.

How targeted is proximity marketing?

Communications can be targeted to specific groups within a given location, eg content in tourist ‘hot spots’ may only be distributed to devices registered outside the local area.

When is proximity marketing at its most powerful?

It works best when there is a captive audience, the audience has waiting time (eg in a football stadium or cinema), a significant number of Bluetooth phone users are within range, and messaging can be easily tailored to the users� needs or interests.

Are Bluetooth messages SPAM?

No, because each message requires permission from the user and the Bluetooth needs to be enabled. Each message is logged on the Sena MSP1000 and will not re-send to a phone that has rejected the message.

How reliable is the service?

As long as messages are sent to Bluetooth users within range of the Sena MSP1000, the service will work perfectly. Some phones may have extra security checks enabled.

Does it work with all mobiles?

About 85% of mobile phones are currently Bluetooth enabled. This number continues to rise and new phones tend to be multimedia compatible.

How many messages can be stored on a Sena MSP1000?

Up to 20MB of storage is available.

What size message can I send?

Files up to 1MB work well. Download times will increase for larger files.

 How many phones can I see at once?

Sena MSP1000 support up to 28 connections, but you can use multiple Sena MSP1000 units to increase connection rates.

Can I manage my own campaign?

Yes, you can upload your own content and schedule delivery by time, day and date.

How do I know whether my campaign has worked?

The server logs all downloaded messages, so you know exactly who has received the content.

 More Information
=============

Features, technical specifications and ordering information
http://www.sena.com/products/industrial_bluetooth/msp1000.php?domain=kumarsenablog

Datasheet
http://www.sena.com/download/datasheet/ds_parani_msp1000.pdf?domain=kumarsenablog

Panel layout
http://www.sena.com/products/industrial_bluetooth/msp1000_layout.php?domain=kumarsenablog

Contact Us:
========
Kumar Nandi
Sena Technologies, Inc.
Tel: (408) 922-9786
Fax: (408) 907-3738
Web: http://www.sena.com/

A partir de amanhã serão entregues na DRINK N`DRESS, Praia do Canto, as camisas da área VIP Premium Coca-Cola Rock Festival.

Quem estiver nesta área especial poderá curtir com exclusividade o som do DJ JFernando, do Wall Street e da The One. O Lounge contará com produções da Coca-Cola Clothing e com os “disparos” via bluetooth da My Blue Mobile MKT, que enviará em primeira mão o making of da campanha de Primavera-Verão da marca.

Segue abaixo um pouco da decoração do espaço.

 QUEM FOR NA LOJA E SE CADASTRAR GANHA UM MOUSE PAD COCA-COLA CLOTHING NA HORA!

Vejo vocês na loja!!

Abração!

A partir desta quinta-feira dia 25/06, todos que forem na loja da Drink n’ Dress, na Praia do Canto com o ingresso do Coca Cola Rock Festival na mão, terão 20% de desconto em suas compras e ainda ganharão um MOUSE PAD exclusivo Coca Cola Clothing.

..:: Nao percam ::..

www.cocacolarockfestival.com.br

FRESNO, STRIKE, FORFUN, SCRACHO, DROP IN, MEKANIKA !, ROCK DRIVE e HEVO 84

______________________________________________________

Amanhã postaremos o novo e inédito making of da Coca-Cola Clothing de Primavera-Verão, maneiríssimo, filmado no Beto Carreiro World – Santa Catarina.

Muita Vibe!!!

Abração!

Mobile Marketing blijft voor veel bedrijven een nieuw medium. In dit artikel worden een aantal vragen beantwoord ter introductie van de mogelijkheden van Mobile Marketing.

Wat is Mobile Marketing?
Mobile Marketing bestaat uit elke vorm van marketing, waarbij de mobiele telefoon het belangrijkste communicatie kanaal is. Interactie is een kenmerk van Mobile Marketing. Hierbij worden een aantal technieken ingezet: SMS, MMS, Bluetooth en (mobiel) internet.

Welke vormen van Mobile Marketing zijn er?
Bij een Mobile Marketing campagne worden één of meer van onderstaande vormen tegelijk ingezet. Welke specifieke vormen er worden ingezet is afhankelijk van het doel van de campagne. De vormen zijn:

• SMS Marketing
• MMS Marketing
• Bluetooth Marketing (of Bluecasting)
• Mobiel internetmarketing

Waarom Mobile Marketing?
Mobile Marketing maakt een marketingcampagne interactief, persoonlijk en meetbaar. Mobile Marketing stelt bedrijven in staat om directe interactie met een consument op te zetten via de mobiele telefoon; een van de persoonlijkste bezittingen van de consument.
Omdat via mobile marketing de consument heel direct benaderd wordt, kan mobile marketing veel krachtiger zijn de tradionele marketingvormen, zoals TV, radio, print en outdoor.

Hoe werkt Mobile Marketing?
Er is een grote diversiteit in de mogelijkheden van Mobile Marketing.
Aangezien mobile marketing gebruik maakt van de standaardmogelijkheden van de mobiele telefoon, kan bijna elke gewenste campagne gerealiseerd worden.

Wat levert het op?
Mobile marketing is geschikt voor branding. De doelgroep  kan actief participeren bij de campagne. Afhankelijk van de content kan het ook een viraal effect hebben.
Mobile marketing is geschikt voor reclame / adverteren.
De statistieken van een mobile marketing campagne worden geregistreerd. Hierdoor kan de waarde per contact bepaald worden.

A commenter on this blog recently expressed a strong concern about security when offering Bluetooth marketing services in public places. The commenter was concerned that consumers would be inundated with hacker generated unwanted downloads akin to SPAM called bluejacking. Along with this is another security concern called bluebugging where a phone hijacked to make free calls.  An even worse concern is the possibility of a hacker stealing address books or other personal information from a consumers’ phone – which is called bluesnarfing.

Clearly the belts and braces method of preventing any of these occurring is, of course, for you have your Bluetooth radio turned off on your phone or your discoverability turned off. But honestly, this is the equivalent of telling a PC user that if they are to avoid security problems then they should not connect to the Internet! It’s just not that realistic as good advice now that Bluetooth usage is so widespread extending even to cars.

The point at issue here is that nobody can ever avoid the possibility of their security being compromised somewhere along the line as its one of the characteristics of living in the 21^st century. Moreover, no service provider, standards provider or software author could ever guarantee that their systems are 100% secure. If they did, nobody would believe them. We only need to look at the number of never-ending security patches we receive each month from Microsoft to see that.

Let’s get back to bluejacking, bluebugging bluesnarfing. I am interested in getting a better understanding of whether they are of real concern in 2009 even though, from Hypertag’s perspective, we have never had an identifiable example of this in all the years of running large Bluetooth marketing campaigns around the world.

When a Bluetooth radio on a mobile phone is turned on, there are two ways a hacker can possibly interact with that phone; through the use of OBEX and through pairing.

OBEX or Object Exchange: This is the Bluetooth mobile phone standard for exchanging business cards, data or even applications and this is the technology that Hypertag uses to download content if the consumer actively decides they wish to accept it onto their mobile phone.

It should be remembered that even if the consumer is highly concerned about security and has their Bluetooth radio on their mobile turned off they can still safely interact with a Hypertag content server though OBEX.

As they pass near a Hypertag content server, they will see a poster that asks them to “turn on their Bluetooth if they want to download the content on offer.” If they do, they will then receive an image that clearly identifies that they are connected to the Hypertag server and asks “whether they wish to down load the content.” Thus the consumer knows where the content is coming from. Once downloaded, the consumer is free to turn their Bluetooth radio off again or make it non-discoverable.

Is it possible for a hacker to be lurking close by ready to spoof the Hypertag content server and hack into a consumer’s phone? Yes, it’s possible but it’s highly unlikely in the real world. One rule of hacking states that the value of the content has to be worth more than the effort required and, to my mind, this does just not pass that test. In any case, according to guidance from the Bluetooth SIG (Bluetooth Special Interest Group), “Phone owners who receive bluejack messages should refuse to add the contacts to their address book.” With nearly all new phones, it is now necessary for the owner to take some action to allow Bluetooth access, so theft of data or media (or even the ability to push stuff into the phone) must be pretty low.

Bluetooth pairing: Anyone who has used a Bluetooth hands-free earpiece understands pairing. The process is initiated by turning on the mobile phone Bluetooth radio and making it discoverable. The hands-free earpiece then ‘discovers’ the phone and ‘pairs’ with it. A PIN is exchanged and all data traffic is then encrypted between the phone and the earpiece. Once achieved, discoverability is turned off until it is again needed. Hypertag does not use pairing for Bluetooth marketing applications.

Clearly, consumers should NOT ever pair with any device that they are not sure about – especially in a public location. This is plain common sense and will prevent any possibility of bluebugging or bluesnarfing.

The million dollar question – should brand owners, retailers or media agencies be really concerned that a Bluetooth marketing campaign could be hijacked by hackers?

According the authoritative industry standards body that looks after Bluetooth standards, the Bluetooth SIG:

• “Only specific older Bluetooth enabled phones are susceptible to bluesnarfing.”
  
• “Both Nokia and Sony Ericsson have developed software upgrades for phones vulnerable to bluesnarfing and bluebugging. Both companies have also worked hard to make sure new phones coming to market will not be susceptible to these attacks.”
  
• “The Bluetooth SIG continues to study security risks associated with the technology and determine their viability as the technology spreads and develops.”
  
• “Theoretically a hacker can monitor and record activities in the frequency spectrum and then use a computer to regenerate the PIN codes being exchanged. This requires specially built hardware and thorough knowledge of Bluetooth systems.” “This is an academic analysis of Bluetooth security. What this analysis outlines is possible, but it is highly unlikely for a normal user to ever encounter such an attack.”

We agree with these observations and my personal view is that the occurrence of Bluetooth hacking of any sort is only a remote possibility. Hypertag’s experience to date confirms this. Of course it is possible, but I believe it’s far more possible that I could download spyware through my PC browser than come across a Bluetooth hacker; however, we should all remain alert to the possibility.

Googling the Internet looking for up-to-date concerns about bluesnarfing seems to only turn up articles dating from the early days of the Bluetooth standard. Yes, we should always be concerned about security issues when providing any sort of public communication system, but we believe that the benefits of implementing Bluetooth marketing campaigns far outweigh the risk of bluejacking or bluesnarfing – until we’re proved wrong. In that case, we will update our technology to address the issue.

Chris Gare

Total cost of ownership (TCO). I’ve been reading about lots of companies saying they help with this. E.g. Enqii, who supply digital screen management systems to customers like CBS, JC Decaux and McDonalds.

Minimising TCO for Proximity Marketing providers is exactly what we do. Basically total cost of ownership is based on working out all the costs over the life cycle of using the product. So although you might find a cheaper product to buy or a product without an ongoing fee; for example, in our world lots of companies offer ‘unlimited licenses’ – a subject I have covered before, a product with the lowest total cost of ownership is the one which at the end of the year or the project ended up costing you less.

So can it end up costing you less? Well the real cost in my experience is in poor reliability (and having to visit equipment), or in not having content flexible enough to meet the requirements of customers (losing out on sales opportunities), or in achieving fewer downloads which always disappoints clients (lower return on investment).

Our technology is designed for maximum reliability so that when you install it, you don’t have to visit it ever again. It’s designed with maximum content flexibility so that you can support whatever campaigns your clients throw at you, and it features “download priority” which we believe is different to other Proximity Providers out there. Namely, we prioritise downloading content to the customer before we move onto serve another user. Most providers we know of prioritise pick up which means you get the message on your phone offering you the content, but because their box is so busy sending those messages to as many phones as possible, there’s not the bandwidth to deliver the actual content quickly. In our experience slow downloads lead to more user cancelling the download or walking off which is turn leads to fewer downloads for the client. Download Priority maximises usage and therefore client’s return on investment (ROI).

As we enter 2010, we will be launching more variants of our products, bringing the benefits of our Enterprise Grade technology and philosophy of minimising TCO at lower price points. If you want a quality solution that costs you less, give us a call.

You can find more information on our website.

What is Bluetooth Proximity Marketing?

Bluetooth Proximity Marketing is a permission based method of delivering files to local cell phone users within a 150-300 ft. range of a Bluetooth broadcast point.

What file types can be sent?

Some advertising  systems do not restrict any file types from being sent, however many phones cannot accept some files so there is no point in sending these files. Typically for advertising, Vcards, GIF’s and JPEGS are used.

How effective is Bluetooth Proximity Marketing? Combined with what we refer to as “best practices” of making the user aware that something valuable is available via Bluetooth in the local area we see acceptance rates as high as 40%. Compared to PPC or Direct Mail campaigns, this is a far better overall return AND substantially more cost effective.

How many people are using Bluetooth? Currently about 66% of the 250 Million cell phones in use today have Bluetooth on their phone. Of these about 27% have Bluetooth turned on so we can send them something. The bigger news is that nearly 90% of the new phones being manufactured and shipped to the US have Bluetooth so this market segment is growing quickly!

Can a SMS Campaign be integrated with Bluetooth Proximity Marketing? We just released is our new SMS gateway incorporated into our control panel. This new feature allows you to add SMS messaging to your campaign for true two way interaction and capture of the users’ phone number!

How are the devices managed?

Our products are all designed to be managed remotely via our web servers where the broadcast campaigns can be created and assigned to zones that can contain one or many of our products. These zones can be updated in mass with a simple click of a button.

Our simple plug and play industrial grade hardware combined with our robust software offers our clients a low cost, easy to deploy solution to enter into the Bluetooth Proximity Marketing industry.

Learn more at our website

Stichting Monkey Business heeft met succes een Bluetooth Marketing campagne ingezet om haar doelen te promoten bij de bezoekers van de beurs Kloos Vintage in de Westergasfabriek in Amsterdam.

Monkey Business heeft als doelstelling om het uitsterven van de Oeran Oetan te voorkomen en om het tropisch regenwoud te beschermen. De laatste circa 6.000 Oeran Oetans dreigen uit te sterven, doordat tropisch regenwoud in hun leefgebieden op Borneo en Sumatra verdwijnt.

De stichting streeft ernaar om in Nederland bewustwording te creëren voor het probleem, mensen ‘monkey proof’ te laten leven en door geld in te zamelen om beschermingsprojecten op Sumatra te financieren.
Monkey Business gebruikt onder ander SMS Marketing om te collecteren. Door MONKEY AAN te SMS-en naar 5757 steun je de stichting met €3,00 per maand.
Monkey Business heeft BNN presentatrice Nicolette Kluijver als ambassadeur.

Tijdens Kloos Vintage 2009 in de Westergasfabriek in Amsterdam had Monkey Business een stand om bewustwording te creëren bij de bezoekers.
Een belangrijk middels om deze bewustwording te creëren was het inzetten van Bluetooth Marketing. Iedereen die ’de gekste modemarkt’ beozcht, ontving een uitnodiging via Bluetooth om een bericht te ontvangen.

Binnen dit Bluetooth bericht werden de kernwaardes van de stichting duidelijk gemaakt.
Het bericht bevatte ook een uitnodiging voor het eindevent van stichting Monkey Business in restaurant Fifteen.

Tijdens de A+A vakbeurs van 3 november 2009 tot en met 6 november 2009 heeft Van Puijenbroek Textiel uit Goirle een active Bluetooth zone binnen haar stand geïntegreerd.
Tijdens de vakbeurs in het Duitse Dusseldorf presenteerde het bedrijf haar nieuw workwear, protective wear en corporate identity collectie van de merken Bucofa & HaVeP .

Binnen de stand werd de active Bluetooth zone gerealiseerd door middel van een aantal Bluetooth Servers. Binnen de Bluetooth Zone werd actief een bestand uitgezonden, waarin de kernkwaliteiten van de beide merken in beeld en tekst naar voor kwamen.

Een groot aantal bezoekers van de beurs ontving de slideshow direct op zijn mobiele telefoon.
Behalve de directe aflevering van het bestand bij bezoekers, hielp de inzet van Bluetooth Marketing om Van Puijenbroek Textiel zich tijdens de beurs te profileren als onderscheidend en innovatief.

De stichting Stop the Traffic heeft vorige week campagne gevoerd tegen mensenhandel. De campagne werd gevoerd op de Wallen in Amsterdam. Een belangrijk onderdeel van de communicatie was de inzet van een Bluetooth Marketing.

De campagne is ontwikkeld door reclame bureau Ogilvy, waarbij ProSurve het Bluetooth gedeelte heeft verzorgd.

Meer details en video content volgen snel.

Durante a Festa Sunshine, que ocorreu em São Luis (MA) no dia 17 de outubro, rolou uma ação de bluetooth marketing para divulgar os serviços de uma franquia do Fran´s Café no Maranhão.

O público presente, que ativasse o bluetooth do seu celular poderia receber um café da manhã gratuito no Fran´s café. Durante o evento foram disparadas 491 imagens, destas 5 davam direito ao café da manhã.

Saiba mais sobre ações com bluetooth marketing.

Fonte: MobilePedia

ProSurve heeft een Mobile Marketing Microblog geopend. Op deze speciale pagina binnen de website worden alle microblogs getoond aan de bezoekers van de website ProSurve.

Het Mobile Marketing Microblog zal alle interessant actiteiten van het mobile marketing bureau weergeven. Alle blogs gaan over relevante onderwerpen, zoals Mobile Marketing, SMS Marketing, MMS Marketing en Bluetooth Marketing (Bluecasting).

Het doel van de microblog is om bezoekers op een andere manier te informeren dan alleen de standaard website.

De Resistance Tour heeft als doel om mensen anders te laten denken en doen over het gebruik van tabak. Hierin moet verder worden gekeken dan algemeen bekende gezondsheidsrisico`s. De focus ligt op het aanspreken van tabaksfabrikanten en de manier van het vermarkten van hun producten, waarbij de consument uiteindelijk verslaafd raakt.

Tijdens de tour worden bezoeker met behulp van Bluetooth Marketing en SMS Marketing interactief en mobiel benaderd om bewustwording te realiseren. Behalve bewustwording wordt ook exclusief DJ materiaal verstuurd naar mobiele telefoons.

De Resistance Tour  is een Europese tour met DJ Wool, Arveene en andere speciale gasten.
In de maanden augustus, september en oktober 2009 doet de tour Dublin (Ierland), Malmo (Zweden), Warschau (Polen), Berlijn (Duitsland) en Rotterdam aan in de grotere clubs van Europa. Toegang tot de club is gratis.

Het evenement in Factor 10 in Rotterdam vindt plaats op 3 oktober 2009. De mobile marketing diensten tijdens het evenement worden mogelijk gemaakt met behulp van ProSurve.

Marketing e despre a aduce clientii in magazinul tau si a ii face sa cumpere. Corect? Bun. Se intampla sedinte, brain-storming-uri, discutii, se emit strategii. Cum sa ii luam de acasa si sa ii aducem aici? Corect din nou.

Se naste, insa, si intrebarea ? Oare nu e mai usor sa ii aduc in magazin pe cei care sunt aproape? Raspunsul logic, evident, este da. Si asa ajungem la marketing de proximitate.

Incearca (timid la momentul asta) sa isi faca aparitia si in Romania un nou canal de comunicare de proximitate: bluetooth. Bluetooth marketing.

Cum functioneaza?

Se monteaza niste device-uri in interiorul magazinului. Sau in proximitatea acestuia. Aceste device-uri “cauta” tot timpul telefoanele mobile de pe o anumita raza, care are functia bluetooth pornita. Cand le gasesc, trimit mesajul. Dupa ce au trimis mesajul catre un anumit telefon, stiu asta. Identifica IMEI-ul acestuia. Si daca utilizatorul respectiv reintra in aria de actiune, nu va primi inca un mesaj.

Ce primeste utilizatorul? Un mesaj : “accepti un mesaj de la X?” Si are optiunea sa spuna da. Sau nu. Cei mai multi spun da. Conteaza foarte mult brandul si targetul, locatia, etc. Desigur.

So, e musai sa ai Bluetooth pornit. Altfel nu te gaseste device-ul.

Aici ar putea fi o problema. In Romania, cei mai multi dintre utilizatorii de telefonie mobila, au bluetooth-ul inchis, din diferite motive: consuma mai mult, ma enerveaza sa il vad deschis, primesc virusi, etc. Majoritatea sunt false.

Cum determini utilizatorul (potentialul client) sa deschida functia bluetooth? Simplu: campania este una integrata (si a aflat de pe alt canal), bannere la vedere cu un stimul sau mai multi (premii, concursuri, etc). Metode sunt.

Ideea este ca telefonul mobil e tot timpul acolo. Cu potentialul client. Iar mesajele sunt deschise aproape 100%. Poti sa ii trimiti text, poze, video, jocuri. Orice.

Si un mesaj bine facut (poate mai putin cel tip text, dar se poate chiar si asa), devine foarte usor viral daca vorbim de telefonul mobil.

Pariez pe succesul acestui canal de comunicare.

I read this article about Icon Mobile who are doing some interesting things in mobile.

I can’t agree enough with what Thomas Fellger, their CEO, has said about how mobile can really drive results when it plays to its strengths; content linked to your location, what you are doing, and your connectivity with peers. We have also seen very strong results with clients where these attributes are really exploited.

We’re planning to bring out a series of articles highlighting these successes with clients’ permission over the next few weeks. We have started with the work we are doing with McArthur Glen, where we are driving 30% of footfall into their centres.

Hopefully, if enough of us from the industry can start banging the drum about what can really be achieved, brands will start to see that when they use trusted technology providers like Icon and Hypertag, it really can achieve knock out results.

Jonathan

I was listening to the BBC News this morning and on came Sir Martin Sorrell, the “bell weather” of the advertising industry. Although his profits were down, he came on to explain that he thought the key issues going forward were;

1. New Media – digital; which he says already make up 26% of his £13Bn revenues;
2. New Markets – BRIC (Brazil, India, Russia and China) plus the next 11 – which were basically other Asia, Latin America, Africa and Mid East countries;
3. Consumer Insight – understanding how consumer behaviours are changing

Here at Hypertag we’re delighted as with our Proximity and Bluetooth Marketing channel we can hit digital marketing objectives on a number of fronts; download to mobile, upload from mobile, temporary digital campaigns, mobile digital campaigns and even larger networks.

Furthermore, consumer insight is really gaining a pace. Not only do we feel we have class leading reporting and benchmarking systems. But because we collate all our data from every campaign ever run centrally, all our customers can learn from each other (respecting client confidentiality) and the consumer insight benefits all. With some of our largest clients we are now linking the behaviour at the point of the Proximity transaction to the rest of the value chain to identify how we can tweak mechanics to increase sales for customers.

Lastly, with specific initiatives like our Survey Dispenser, we can put the Hypertag technology together with real-time surveying from our partners at InsightNOW to help brands adjust their offering in real time.

Exciting times for the industry and for us!

Jonathan Morgan

Picture credit: WPP

I learnt a new phrase the other day – non linear advertising – apparently that’s what Proximity Marketing is.  New ways of getting to consumers that sit outside traditional advertising methods.

We have been working hard recently on a cost effective package that would allow local businesses, like shops, post offices and estate agents to realise the proven success of our Proximity Marketing system with big retail chains for themselves. We have developed a very cost effective package which gives the local business a stripped down version of our service with all the essential elements they need for not much more than a local paper ad. We are gaining some traction, and recently spotted news of this service amongst estate agents on Estate Agent Today.

A local Cambridge business, Cambridge Self Storage, have recently signed up for a year. They supply units for businesses to store their spare equipment, or marketing collateral or anything that needs a home but doesn’t need to sit in an expensive office all the time. We use them as a storage facility at Hypertag, as they have a site up by the Science Park, and they heard about the new pack and got in touch.

We’re interested to see what types of businesses go for it as we think we have pitched at a level that anyone can afford.

Jonathan Morgan

NOS Headlines heeft een video gemaakt over de UITgame. De UITgame is een interactief spel dat gehouden werd tijdens de Utrechtse Introductie Tijd (UIT) 2009. Zie meer details over UIT en de inzet van Bluetooth in het artikel Utrechtse UIT in teken van interactiviteit.

De organisatie van UIT heeft de Bluetooth Marketing campagne in nauwe samenwerking met ProSurve  opgezet.