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Breeze Tech have successfully executed hundreds of Bluetooth marketing campaigns in many different countries around the world, so we've pulled together a list of the usual questions our clients ask us. If you need to ask us something please contact us and we'll be more than happy to help you. Jump straight to one of these sections if your question is specific
General
Campaigns
Content
Technical
General
What is Bluetooth?
Bluetooth is a short range wireless communication standard which uses radio frequency to enable the transmission of messages to Bluetooth enabled devices such as mobile phones, PDAs, PCs, within a specific range. It provides a wireless platform for devices to connect and exchange information, over a secure, globally unlicensed short range radio frequency. It has now become a flexible marketing tool.
How does a Bluetooth marketing campaign work?
For the advertiser
Bluetooth lets you deliver premium content to consumers’ mobile phones from download zones such as outdoor poster sites, exhibition stands, or interactive point of sale displays in retail environments. You can create a zone by placing calls to action which prompt passers by to stop and receive your message. Breeze Tech media servers are strategically placed in the chosen location and they constantly search for Bluetooth enabled devices within range. Once the media server finds a device, it offers a message such as "Accept message via Bluetooth from x". The consumer has the option to accept or reject the message. Once the consumer accepts the message, the content is automatically downloaded to their mobile phone at no cost.
For the consumer
There are different scenarios for consumers to participate in a Bluetooth campaign, for example
- Bluetooth is already switched on and the consumer hears a text arriving. It reads "Accept message via Bluetooth from X". X can be an advertiser, a shop offering a discount voucher or someone wishing to provide information such as contact details or a show guide. The consumer clicks to accept the message and a file is transferred to the mobile which can then be used and forwarded to friends.
- the consumer sees a poster advertising a particular zone in a shop or other space where an offer is being made. As soon as the consumer comes into range, the Breeze Tech media servers detect the handset and send the message, and the consumer proceeds as above.
- consumers see a poster encouraging them to switch on Bluetooth. Those who don't have it enabled do so, receive the message and download the file as above.
Does the consumer pay to receive the content via Bluetooth?
The customer does not pay anything; it is free to receive and send information via Bluetooth.
Does Bluetooth comply with data protection and privacy laws?
Yes, Bluetooth proximity marketing is an opt-in service and bacause of this is exempt from the legislation that covers SMS and email. Bluetooth broadcasting is very similar to other broadcasting technologies such as the FM radio on your phone.
Unlike SMS, messages are not sent to a personal address and therefore no personal information is collected.
Furthermore the consumer must also "opt in" by accepting the content before it is downloaded to the phone. If a user declines the content they will not be offered that content again. In a sequential campaign, if a user has declined content one day they will not be offered content the next day, even if it is different.
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Campaigns
Why should we consider a Bluetooth marketing campaign?
Click here for a full explanation of the benefits of adding Bluetooth to your marketing or advertising. In essence it's about
- enabliing interaction with consumers
- leaving a lasting impression with the consumer
- positive brand reinforcement
- viral opportunities
- ability to measure results and see ROI
How do I maximise the effectiveness of my Bluetooth campaign?
There are three important factors to consider when implementing a Bluetooth marketing campaign – content, signage and location. Bluetooth marketing is not about bombarding consumers with advertising messages as they walk past a particular area, it is about engaging consumers through appropriate signage and giving them a compelling reason to stop and interact with your brand.
Content – Bluetooth is an excellent channel to enable you to deliver premium content such as wallpapers, videos and mp3s which are associated with your brand to a consumer’s handset. However you need to think hard about whether the content you are offering will resonate with and appeal to the target audience. Always put yourself in the consumer’s shoes to ensure the content you are offering is relevant and attractive to your target audience.
Signage - For a Bluetooth campaign to be successful, it is essential to have prominent signage prompting consumers to activate Bluetooth. The majority of new phones now have Bluetooth capability however, some consumers have their Bluetooth functionality either turned off or set to ‘invisible’ and their phone may not give off an audible or vibration alert when receiving a message via Bluetooth. You need to support the campaign with eye catching, easy to understand posters, boards or banners to alert them to it. This is known as a Call to Action.
Click here for an article on Calls to Action by Adrian Hands of Breeze Tech.
Location - It is important to select a location with ‘dwell time’ such as an exhibition stand, railway platform, food court or retail unit to ensure consumers have time to see the message and receive the content. Alternatively, you can create dwell time with strategically positioned download zones where strong Calls to Action prompt passers by to linger.
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Content
What type of content can I send via Bluetooth?
Anything from text and image based files such as jpegs and gifs, video clips, mp3s, through to sophisticated java applications such as games, mobile brochures and event guides. All phones have different screen sizes and capabilities, so Breeze Tech media servers use handset recognition to optimise the size and type of content to the user’s handset capability.
What if we don't have content in a suitable format?
If you do not have the technical know how to format your content, Breeze Tech can reformat digital or web content and reduce the fileszie as part of the service we offer.
Can I change the content during the campaign?
Breeze Tech can manage all content changes on behalf of the customer. New content can be uploaded centrally through a network connection or on site using a USB device inserted into the media server.
Can every phone receive the content?
Mobile handsets have different screen sizes and capabilities, but the advertiser doesn't need to worry about this - Breeze Tech has comprehensive handset recognition and our media servers send the right content to each different model.
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Technical
How far can Bluetooth content be transmitted?
The maximum range of transmission to consumer handsets is 10-15 metres.
How can some Bluetooth companies quote ranges of 100m?
Breeze tech media servers have powerful transmitters and can communicate with each other across a distance of up to 100m. However, consumer handsets are less powerful and so are restricted to a range of between 10 and 15 minutes.
Why aren't some phones spotted by the media servers?
All mobile phone handsets produced these days have Bluetooth capability, however, 80% of people don't have it switched on. This is either because they have deliberately turned it off or they simply don't realise what it is for. In addition, most handsets have a setting to make Bluetooth invisible or undetectable. This means that they can use Bluetooth for transfer of files between friends but their phone won't be seen by any Bluetooth device in the area.
So for a Bluetooth campaign it is essential to tell people to switch on Bluetooth and make it visible.
Can files be transferred if someone is walking through the zone?
Our media servers can send to moving or static targets, but they have "dwell vs move" capability which enables them to identify which is which. Each media server has the capacity for 21 simultaneous downloads, so if a target is moving rapidly towards the edge of the zone the media server will select a more promising target in order to optimise the number of downloads achieved.
How do we set up the media servers?
You can fix them to the wall, either on display or hidden behind an advertising panel such as a six sheet. They can transmit through many different substances such as glass, perspex and even wood.
in addition, the media servers are small and light enough to be carried by promotional staff to create a mobile Bluetooth zone.
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