Bluetooth - Good or bad for Marketing?
I've been discussing Bluetooth Marketing with Troy Norcross over the past few weeks. He and I hold similar views, though I'm sure we disagree around the edges, that Bluetooth could become intrusive if deployed as a marketing tool in the highstreet (for example).
A while ago I wrote about the possibility of high street stores blasting out a bluetooth message to all and sundry who pass by, and the concept of a sex shop advertising the latest adult toys to passers by, including minor children. You'd actually be amazed after that post at the number of search engine hits on this blog using the phrase "Daddy, what's a vibrator for". Or perhaps you wouldn't, knowing that this is, after all, the internet.
Many people have said to me "It's ok. Bluetooth has to be set to be visible, and you have to accept the message."
At first sight that looks good. Only it is not good. Any kid can change any setting in their phone far easier than any adult! If you want your VCR programmed you ask a three year old, right? And show me a kid who can resist accepting a message? This is the SMS generation and beyond. They text instead of speaking! "Wow, a bluetooth message! I'm having some of that!"
Bluespam is self limiting. The transmitters have a limited range and they have a limited number, per transmitter, of simultaneous pairings with remote devices. It's probably not, at least currently, cost effective to provide the infrastructure, and it probably isn't cost effective to rent transmission time because of that. But people are experimenting, and that's reasonable provided there are safeguards in place.
The question I am throwing open is "What safeguards are needed, and how should they be implemented?"
Answers in comments here would be great, as well as feeding back on other people's comments. So drop by often to see what's happening.
8 comments:
One could assume a mix of broadcasting advertising restrictions meshed with online advertising restrictions. Given the location-based nature of BlueTooth, rules that govern a billboard might be appropriate as well.
So BlueTooth=good for marketing. But just like any other marketing medium, it can be abused, implemented poorly, or overly-intrusive. It needs to have relevance to the audience as well as the location. Also bear in mind that here in the U.S. BlueTooth marketing is still behind what's being done in the UK, but I've seen some interesting and effective event-based applications. Definitely more on the horizon.
Best,
Bart Vickers
www.VML.com
I see it like you, Bart, as a billboard with very limited range. It seems to me more like the guy with the sandwich board rather than the huge advert.
We have the Advertising Standards Authority in the UK, but they, so far, say that bluetooth marketing does not fall into their sphere of regulation.
I think that has to change, but it will probably take something offensive to make the change happen.
From a marketers & consumer's standpoint..its low / no cost, targeted and hence perhaps potentially one of the most efficient marketing tools
However the key issue rests in seeking permission from customers. We are already seeing spam issues in sms based marketing.
Am not aware if there is a service wherein a common device certificate can be issued across transmitting devices. Hence potentially once a client registers for a service/s ( eg restaurants only)he / she should receive offers only from such services...rather conceptual perhaps..but a starting point perhaps
That sounds a sane and sensible concept. You are talking about a certificate that says "I am willing to receive this class of transmission", I think?
I imagine this would require enforcement at certificate issuer level in order to prevent abuse and thus create a business of validation that does not exist today.
With this certificate I agree that it is targeted. Without it I think it is a scatter gun approach still, though. It's a discussion area worth developing, I think
ABSHINT – CASE STUDY about the effectiveness of “Turn on your Bluetooth”
What can make your venue more attractive to your customers?
How do you bring in more customers and how do you keep alive the customer’s loyalty?
How can advertisers avail the most innovative and original marketing tool?
Location
Abshint, one of the most popular bars out there in Greenbelt - Makati, Philippines, opened April the 4th 2003. The average of the customers daily is around 500. Very cozy, relaxed and “home” as the manager Gino Cruz mentioned.
So…you are walking with your friends and as usual it’s so hard to decide where to go. You just turned your Bluetooth and you got a message telling you that few steps away this bar is offering free entrance, drinks and other prizes. That sounds good…so you decided to go there. A bar is a place where everybody has a good time. People relax, talk, enjoy a drink…how about enjoying a free drink or a special prize? How about having within seconds the funniest video or the coolest mp3 on your personal mobile? Isn’t that amazing?
How about if you are an advertiser: your customers will get on their mobiles a special advertisement of your product. At least now, you know for sure that your potential customers are getting and looking at your advertisement, unlike the traditional way….when we all change the TV channel or radio when the commercial starts. Not only that, think about that it is another way for you to advertise, a unique and exciting advertisement that you know for sure will reach your target. It will be on their personal cell phones! How much more can you get? It’s quick, convenient and easy!
Challenge
How to make the place more special, how to bring even more people in?
Increasingly, clients are searching for effective new marketing channels through which to reach their audience and Bluetooth most definitely ought to have a valuable role to play. Restaurants and nightclubs are perfect locations for the Bluetooth-enabled billboards because of the high traffic levels, and the ability to attract affluent, young, trend-setting consumers
Believe us when we tell you that this is for the first time, a win- win deal. We want more people to come to the club and enjoy more than just a regular night out. We want to encourage more customers and advertisers to come and avail this attractive solution, to enjoy the “turn on your Bluetooth experience”!
We had to find a cost effective and easy to install solution. We wanted to have a full coverage of the entire location and we wanted to bring more people in.
We had to have the people turn on their Bluetooth and get the free, interesting contents that we created and personalized for all the advertisers.
We seek to put your message in the palm of your customer’s hand.
Solution
Users of the Bluetooth receive free contents on their mobiles.
Advertisers can broadcast free, ad-related video trailers, music tracks, movie previews, sports clips and coupon offers to Bluetooth-enabled phones.
At the same time we had promo girls wearing special t-shirts with a message on it “Turn on your Bluetooth” walking in and outside the club, inviting people in the club and experience this new exciting technology.
The MC of the club was encouraging the customers to turn on their Bluetooth for a chance to win free gifts.
We had to generate contents that will “wow” everybody, something that will make them turn on the Bluetooth again.
We used the “out of the box” marketing, a marketing that doesn’t require you to hire more people to do the job nor additional costs.
Results
The entire night people turned on their Bluetooth and they won free drinks, light-up shirts and free invites for the following night. They downloaded free videos, wallpapers and MP3-s. We had more then 300 successful downloads. 80% of the promotion. This would translate into: the advertisement was successfully received!
Sounds good. Very good.
there are solutions to these problem. http://www.jaskme.com offers a very interesting solution based on the collection of user choice.
And offers it in French, too. I'd be a lot more impressed if I could read it.
But it looks like my worst nightmare. And what if I walk past the sex shop and my small child says to me "Daddy, what's a vibrator for?" because she got it as a bluespam message?
Or what if I'm so distracted by incessant messages hitting my phone while I;m driving that I lose concentration and hit the car in front?
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