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Adrian Hands, Commercial Director, Breeze Tech
What is a Call to Action?
Bluetooth is a simple yet powerful way of delivering dynamic content into a large numbers of mobile handsets, and many brands have engaged with their consumers by offering video, ringtones, images, information and games. A key consideration when planning for a successful Bluetooth campaign must be how to promote the availability of that content.
This promotion is known as the ‘call to action’ (CTA) and it alerts consumers to the fact that valuable content is being offered in their proximity. They can then accept (or reject) the download of the content onto their handset.
A CTA can also be used to urge people to switch Bluetooth on, and set it to visible, if it is not already. This is vitally important as an undetectable handset will not be offered content. All handsets these days have the technology but only 15% or so have it turned on, so for brands and advertisers expanding the Bluetooth ‘ON’ universe is key to success.
Why is this so important?
Bluetooth is at its most effective when used in conjunction with a wider campaign such as Outdoor or Point of Sale. It adds value for consumers by offering them a freebie, discount or something to keep and share with their friends, and for advertisers it offers a way to get real feedback and measure results.
BUT it won’t work so well if consumers aren’t made aware of what’s available and how to get it. If a shop has a one day 20% off sale, they advertise it around the products - they don’t just expect people to guess it’s happening and ask for a discount at the till! It’s the same idea. Through our work with Channel 4, Sky, Adidas & Toyota we’ve proved that response rates are up to four times higher when effective CTAs are used.
But doesn’t it add to the cost?
Of course using a CTA is going to add cost to the campaign, but its delivery can take many forms - a poster site, floor vinyl, digital screen, a simple notice board or some promotional staff with sandwich boards! There are many cost options ranging from a few hundred pounds upwards, so it should not be prohibitive for most advertisers.
Look at it this way – well promoted Bluetooth campaigns can easily achieve large numbers of downloads, and we mean large - more than 50,000 over a typical one week campaign. That’s actual interactions with your brand - a stunning result by anybody’s standards.
So if the objective of the campaign is to achieve a large number of content downloads, it’s critical to add in the CTAs, and well worth the cost.
Add context – avoid spam
Some people might tell you that CTAs are an unnecessary additional cost to what is otherwise a “cheap” campaign. Here at Breeze Tech we prefer “cost effective” to “cheap” - and we certainly believe that a Bluetooth campaign supported by strong CTAs is the most cost effective way to get the advertising ROI you’re looking for.
At the sites where we operate (mainline stations, retail sites and NUS centres) Bluetooth campaigns without adequate supporting signage would be doomed to failure, as consumers would ignore the offer. The likely outcome is low response rates, poor ROI and hence disappointed advertisers.
Why will they ignore it? Well, understanding the offer is the key. We just don’t believe that consumers will accept random content onto their phones without some kind of context. Isn’t that simply spam by another name?
Call Breeze Tech now on +44 (0)20 7421 2591 for specific advice on your next advertising project or click here to email us.
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