Many consumers are using smartphones all the time. In fact, almost a third of the global population uses a smartphone. Marketers are looking for new methods to give consumers the old razzle-dazzle. The majority of phones come with Bluetooth capabilities and their own potential for a targeted marketing campaign. “Bluecasting,” “Bluetoothing,” (or one of a variety of marketing terms applied to the technology used to reach consumers in the direct vicinity of a retail location) is an effective method to reach the increasingly mobile community.
1. It’s hyper-targeted. You know that consumers receiving your messages are in your direct vicinity. You have control over the time, message, and interaction.
2. It’s trackable. Bluetooth software can detect the number of connections and their breakdown by hour, day, week, etc. The software also detects the number and size of content sent, and some can even recognize the model of the mobile phone.
3. It’s economical. The hardware ranges from $250 to $500, and there are plenty of options for free software. Multiple companies offer support and extra software bells and whistles for a small cost.
4. It’s mobile. Not just mobile phone mobile, but the hardware can travel for a multitude of needs. Events, promotions, or changes in location are all easy adjustments.
5. It’s remote-management capable. The software can be programmed and monitored by your social media specialist or from your home office, if it happens to be located off premises.
Keys to creating a powerful "Proximity Targeting" Implementation
Be relevant and contextual. Update regularly. Sending a Black Friday special on Christmas Eve or the dinner coupons at lunch hour is not an effective use of this marketing tactic. If you are a music store, send music. Electronics store, send video.
Be creative. It’s easy to get tired of creating new and exciting content, but that’s the name of the game these days. Putting effort into a campaign that stands out in the crowd will pay off.
Let them know it’s there. The simple act of advertising your Bluetooth ad can attract interest. Some mobile users tend to leave their Bluetooth off to save on battery, and informing them of a special surprise might induce them to turn it on.