Question

Topic: Advertising/PR

How To Get Users To Accept Proximity Marketing

Posted by Anonymous on 5/13/2009 at 2:58 AM ET 250 Points
Hello

The thing is that I have a Bluetooth transmitter in a shopping mall, with approximately 1500 Customers per day, the transmitter detects 800 of those cell phones, however only 40 accept the content sent to them, and around 80 reject it.
We have set up advertisements by every entrance, showing people how to turn on bluetooth, and receive our content for free, you might win, sort off.

I need some innovative ideas to get people to accept the content sent to them, can some one help me out here?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/13/2009 at 9:07 AM Accepted
    Read: https://latimesblogs.latimes.com/technology/2009/01/bluetooth-malls.html

    A major concern is the threat of virus delivered via Bluetooth (https://searchmobilecomputing.techtarget.com/sDefinition/0,,sid40_gci970552...)
  • Posted on 5/13/2009 at 3:31 PM Author
    I am sorry guys, but you are misunderstanding the concept, since I am not sending any voice messages or anything like that.
    When you walk into the Shopping Center, you see an advertisment, saying turn on your bluetooth and you could win.
    When you have turned your bluetooth on, you will receive a message saying, Name of Shopping Center wants to send you the file You Won.jpg, do you wish to accept Yes No ?
    Then you receive an image, videfile, application, ringtone, ETC.
    I am sending out coupons for stores and etc
  • Posted by telemoxie on 5/15/2009 at 7:19 PM Accepted
    would it be possible to create an incentive for cashiers in the stores to ask customers if they have a won a prize or something? If the stores had an incentive to have people receive these messages, then could you put point-of-sale materials by cash registers throughout the mall?
  • Posted by shaunabe on 5/20/2009 at 2:21 AM Accepted
    Hello Helgi,

    I work with a client involved in a similar business (the latimes link above refers to their work).

    There are a number of issues which impact how people respond to messages, in general and Bluetooth ones in particular.

    As a few people pointed out, there is an issue of relevance. Is the particular offer of any interest or value? There is also the context - i.e. if I am just walking through the mall and receive a message about a movie, what am I likely to do? Some people like surprises. Other might feel irritated.

    So how do you address this? We think there are a few models. You can opt people in - in the same way that loyalty cards offer special offers and incentives, you can offer mobile phone users (many are likely returning to the same mall often) some incentive to register and receive messages. You can then adjust the offers to their specific profile based on purchase behavior or explicit interests.

    Aside from this, you can change the range of the Bluetooth devices to make them active in a small range, so people physically opt in by standing or holding their phone near a particular spot. This will decrease your detections but increase conversion and avoid sending content to people who may not be interested.

    If you are interested, here on some thoughts on whether or not Proximity Marketing is SPAM - https://azuremayan.wordpress.com/2009/04/15/proximity-marketing-is-it-spam/
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