Bluetooth Advertising

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Overview

Bluetooth is a wireless and automatic method of connecting devices to one another. With Bluetooth advertising, the actual ads have been risen to a new form. These advertisers buy one of four time slots - night, rush hour, working hours or meal times - during which their poster will be displayed on a billboard or kiosk. Anyone lingering in front of the billboards with a Bluetooth phone in "visible" mode will receive an invitation to download a file. If they accept, the billboard zaps it over to their phone, simple as that.

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Pepsi Bluetooth Advertisement


How to Use Bluetooth

Step 1. Turn on Bluetooth

Step 2. Change phone's name

Step 3. Point phone at the box and wait to receive message

Step 4. Get content

Step 5. Repeat


Reasons for Use

Bluetooth advertising monitors your business area by waiting for a new possible customer. When this customer approaches, it will offer him/her to receive a video promotion, a photo or even the company's business card. Many business owners are utilizing this fact to gain more exposure over a generalized audience.

Bluetooth Marketing Proximity Advertising By Ad-Pods




Limitations of Use

The only real limitation is that too many people have their cell phone's Bluetooth set to “invisible.” This prevents them from being discovered by other cell phones and Bluetooth advertisers.

Costs of Use

The cost of Bluetooth advertising depends on the source. The advertising can be done two different ways, a simple software already loaded to a PC with a bluetooth adapt er connected that broadcasts the signal or a stand alone unit, a clubber, that broadcasts the signal/ad without any PC or existing technology. In order to use some company's existing software, you must download the software and buy a Bluetooth adapter. These prices range from a free trial to an entire company license for a number of years. The “clubber” is a more expensive hardware that needs installation. This makes price variable from company to company.


Reach, Frequency & Scheduling

These variables are completely controlled by the actual advertiser. Whether you decide to have your Bluetooth advertising in a cafe or a mall food court or in some kind of boutique, you chose the reach, frequency and even the scheduling in which your customers are involved in your advertising. This can be changed depending on season, or even day of the week. The possibilities are endless with Bluetooth advertising.

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Victoria's Secret Bluetooth Advertisement

Impact of Use

The impact of Bluetooth advertising has yet to be seen in the United States. The only company that has used this emerging media is the Navy. They realized that by using Bluetooth advertising they could target a younger, more technological savvy age, which is exactly what the Navy needs. Many United Kingdom and French companies have been using Bluetooth advertising for years. Overall, the United States has yet to come into this alternative media.

Audience Qualities

The audience of this advertising depends on where and when you place your Bluetooth ads. The target audience can range from a 16 year old teenage girl to a 60 year old retired senior citizen.

Responsiveness


Overall, Bluetooth advertising is known as the worst kind of advertising since pop-ups were invented. Many people feel that by having items sent to their cell phone without permission is an invasion of privacy and a bother.

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Bluetooth Advertising on the iPhone

Successful Users


The list of successful users is hard to come by since Bluetooth advertising is such a cutting edge technology. One heavy user is the United States Navy. Their last use of this technology in 2007 showed a dramatic increase in recruitment numbers. Another very common user is the UK. Their companies range from Virgin Airlines, who use their existing kiosks in airports to broadcast special offers that they currently have, a mobile-messaging services company that has consulted with clients ranging from Madonna to McDonald's, and even an Audi car dealership is also on the list of upcoming users of this emerging media. Pepsiis also a sucessful user of Bluetooth technology to enhance their brand and business. In 2007, they launched an impressive and large Bluetooth marketing campaign called "Pepsi USA - Multi-City Bluetooth Marketing Campaign." Their campaign allowed consumers to download video clips to their phones from outdoor media locations in Washington D.C., Los Angelos, Denver, Orange County, Pittsburgh and Philadelphia. It was reported that in the first week of the campaign, opt-in rates were 27% across the network (2007 Pepsi USA).
References


Amos, C. (2007). Recruiting videos ring in on cell phones. NavyTimes. Retrieved November 9, 2009 from http://www.navytimes.com/news/2007 /01/nreserve070112/

Baltatzis, P. (2006, March 21). Getting pizza coupons by text message. CNNMoney. Retrieved November 9, 2009 from http://money.cnn.com/2006/03/ /21/technology/business2_thirdscreen_mobileads0321 /index.htm

O Patrick, A. (2005, August 22). Commercials by Cellphone. The Wall Street Journal, B1. Retrieved November 9, 2009 from http://online.wsj.com/public /article/SB112466110885019036- Xchttw90KZ_Tq9XnKLRbAJBfI_20060821.html?mod=tff_main_tff_top

Sayer, P. (2007). Ads That Zap the Viewers. PC World. Retrieved November 9, 2009 from http://www.pcworld.com/article/129667 /ads_that_zap_the_viewers.html

(2008). Bluemagnet- Grow Your Business, Attract More Customers. The Clock is Ticking and You're Losing Customers, Act Now!. BlueMagnet. Retrieved November 9, 2009 from http://bluemagnet.com/

(2007). Pepsi USA - Multi-City Bluetooth Marketing Campaign. Aap! Alternative Advertising Possibilities. Retrieved April 19, 2010 from http://blog.aapglobal.com/2007/05/01/pepsi-usa-startest-largest-ever-bluetooth-based-marketing-campaign/

(2005). bloozy.. Bluetooth Advertising Bluetooth Proximity Marketing Bluetooth Advertising. Retrieved November 9, 2009 from http://www.bloozy.co.uk/