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a Whitepaper in 4 Parts
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
1
An In-Depth Look at Bluetooth® Marketing
Introduction
This white-paper provides a thorough conceptual overview of Bluetooth®
Marketing. Specific application of the provided analysis is pertinent for any
business involved in direct-to-consumer marketing, especially as it occurs on
premise. The application and utilization of Bluetooth® Marketing technology is
especially relevant in the case of areas with large amounts of foot-traffic
including but not limited to:
- Shopping-Centers
- Arenas
- Schools
- Airports
- Theaters
- Bars & Clubs
- Eateries
- Fairgrounds
- Entertainment Venues
- Cities
- Tourist Destinations
- Event Promotions
- Roving/Transportation Applications
- Non-profit, Awareness Initiatives
- Political Campaigns
- Municipal Applications, including use for Amber Alerts, Weather Bans, etc.
The information contained in this Whitepaper has been collected after a year of
industry analysis by our professional staff and is broken down into 4 Parts.
Part 1 explains how and why Bluetooth® may be used as a Marketing Medium.
Part 2 explains the considerations that should go into deciding whether or not
to deploy Bluetooth® Marketing Technology.
Part 3 provides a basic roadmap for early-stage adopters of Bluetooth®
Marketing Technology.
Part 4 provides a list of principles and best-practices for utilization of
Bluetooth® Marketing Technology.
Each Part may be read on it's own or in the context of the rest of the paper.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
2
An In-Depth Look at Bluetooth® Marketing
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
3
An In-Depth Look at Bluetooth® Marketing
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4
An In-Depth Look at Bluetooth® Marketing
New and ongoing creative content enables businesses to keep their Bluetooth®
Marketing campaigns fresh so as to continuously engage the end-user.
Instant Marketing Campaigns deployed via Bluetooth® are easily tracked via
Internet-redemption coupon-codes, SMS text message codes or other forms of
POS redemption. YouTube® ready video ads can also be sent directly to on-
premise patron cell-phones, making Bluetooth® an ideal medium for real-world
Social Networking.
3. How it Works
Bluetooth® operates in the 2.4GHz frequency range. While most devices can
only transmit between Bluetooth® 'nodes' at a distance of 10 meters, QuaBLUE
Bluetooth® Transmission Systems are fully-scalable from 1 meter (for limited,
immediate area use) to 10 meters to 100 meters on up.
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5
An In-Depth Look at Bluetooth® Marketing
Step 3: View/Redeem
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6
An In-Depth Look at Bluetooth® Marketing
While both Bluetooth® and SMS-text present methods for getting information
onto cellular phones, both methods can be used in tandem to get the maximum
impact out of a Mobile Marketing campaign. Bluetooth® makes it possible to
send full video, multimedia, interactive ads to a captive audience for the sake of
'Viral Amplification' (much the way YouTube® works, except that Bluetooth®
works in the physical environment.) SMS text is more-often used to
communicate with potential or ongoing patrons so as to move them to act on a
"call-now", "text-now" or event announcement notification. Thus, Bluetooth®
and SMS-text serve two completely seperate purposes.
SMS text Messaging is typically used with a Common Carrier Short Code
(CSC) service to send and/or receive subscription service notifications and/or
event announcements by prompting cell-phone users via Radio or Television
advertising.
USED TO PROVIDE
UPCOMING EVENT YES YES YES
INFORMATION
USED TO AUTO-CONFIGURE
CONTACT INFO. IN MOST YES NO YES
PHONES
USED AS A WIDE-AREA
BROADCAST YES YES YES
ANNOUNCEMENT
In most cases Bluetooth® can be shown to far exceed the use-case scenarios
available for standard SMS text-messaging campaigns - especially when
deployed on-premise where on-location or nearby patrons are located -
making Bluetooth® Marketing an opportunity at expanding on-premise
advertising reach right into the pockets of on-premise patrons.
Bluetooth® digital ads are also fully renewable for ongoing customer reference
making it a more effective, cost-saving mode of advertising for design,
production and distribution of advertising literature.
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
7
An In-Depth Look at Bluetooth® Marketing
While there are still some individuals in markets around the world, including
the U.S., who may not yet own Bluetooth® enabled cell-phones (and most of
which exist out of the 18-32 age-range demographic typically targeted by
Bluetooth® Marketing campaigns), almost all cell-phones sold in the U.S.
today are Bluetooth® capable. The above pictograph is represenative of a poll
taken by Millward Brown, published in 2008, which surveyed individuals as to
whether or not they were aware of purchasing or owning a Bluetooth® enabled
cell-phone. The actual rates of claimed purchases are expected to grow through
2010 as more-and-more individuals in the U.S. become aware of the
Bluetooth® that they have on their phone. No age requirements were stipulated
in the survey which means that the age-ranges varied between all age groups.
While over 50% of people surveyed in the U.S. in 2008 were not aware of their
phones Bluetooth® capability, in March, 2009 U.S. awareness of Bluetooth® as
a Wireless Connectivity Technology was polled at 91%.
"The US, at 91%, has caught up fully with Asia and Europe in
overall awareness of Bluetooth technology" - March, 2009.4
From our experience in the industry there is no doubt that individuals aged 18-
32 are much more likely to BOTH know that they have Bluetooth® on their
cell-phones AND to know how to use it or to have previous experience using it
in the past.
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8
An In-Depth Look at Bluetooth® Marketing
In the words of Tim O'Reilly Web 2.0 has been defined as "the business
revolution in the computer industry caused by the move to the Internet as a
platform, and an attempt to understand the rules for success on that new
platform."5
In his opening statements at the conference O'Reilly clarified that Web 2.0
results in the creation of an environment where "customers are building your
business for you."6
Shortly thereafter the world saw an explosion of new .COM's built around the
model of user-generated content including Twitter, Facebook, YouTube, Digg
and many others.
One of the greatest elements inherent to the structure of Web 2.0 is that it is
both content-driven AND that it allows for content to become instantly virally
disseminated based, primarily, on the popularity of the content.
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
9
An In-Depth Look at Bluetooth® Marketing
All of our systems are equipped with Statistical Feedback portals for quick-
reference, on-the-fly. This means that a campaign can be launched from
multiple transmission points, at which point all cell-phones with their
Bluetooth® enabled and within range of each transmission point are then
located and a MAC address and Model/Brand for each phone is identified and
stored. The final (most important) factor is instant awareness of the number of
phones that have downloaded content from the Bluetooth® Transmission Server
for the course of a given campaign. This means that if within an hour of
launching a preliminary campaign, results are not found to be optimal, a given
campaign might easily be immediately replaced until optimal results are
achieved and without any of the costs that would otherwise be incurred in
mid-campaign alteration using other media formats.
REAL-TIME STATISTICAL FEEDBACK:
All results can be exported in the form of a coma-delimitted file for easy
importation into an Excel Spreadsheet and for the sake of archiving data.
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10
An In-Depth Look at Bluetooth® Marketing
7 http://www.mmaglobal.com/research/mobile-ad-degree-interest-mobile-advertising
8 http://www.mmaglobal.com/research/mobile-ad-degree-interest-mobile-advertising
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11
An In-Depth Look at Bluetooth® Marketing
Getting your customers to say "YES" to a connection request can be the first
step in developing a positive association between the immediately accessible
customer brand experience and the final decision to act on a call to action. The
more engaging the end-user experience is at the time of the connection in
viewing and/or using the downloaded information the more enthusiastic the
individual customer will be in responding to this new form of marketing. The
first "YES" will thereby pave the way to conversation, and many more YES's to
come from both the initial participant and their circle of influence.
This is significant since individual customers are not likely to take recurring
notice of the efficiency of a typical business' energy distribution system, data
storage management system or any variety of other 'behind the scenes' cost
savings.
In fact, in some cities and states (including Florida, for instance) it is illegal to
perform printed flier drops due to the waste and eye-sore that occurs.
QuaBLUE Bluetooth® Marketing Technology is the Green Solution that keeps
on giving back to both the individual customer, the advertising businesses and
even to the share-holders.
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
12
An In-Depth Look at Bluetooth® Marketing
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13
An In-Depth Look at Bluetooth® Marketing
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14
An In-Depth Look at Bluetooth® Marketing
Introduction to Part 2
As detailed in Part 1 of this Whitepaper, Bluetooth Marketing is becoming an
increasingly attractive medium for interacting with customers.
While the Third Screen (i.e., the cell-phone screen) poses a variety of new
opportunities, those opportunities naturally come with their own challenges.
Part 2 of this Whitepaper details both the challenges and the opportunities
which pave the way to an understanding of where and when Bluetooth®
Marketing Technology becomes both effective and profitable for use.
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15
An In-Depth Look at Bluetooth® Marketing
After that 10-20% have received the request from our transmitter to connect to their
cell-phone, we have found that anywhere from 10-50% of people who received the
request then opted-in to receive the message.
These numbers reflect the performance of past "blind" campaigns (campaigns run
without signage instructing people to "Turn On Your Bluetooth®".)
Case in Point: if you have a stadium that seats 30,000 and it is filled to capacity,
at least 3,000 people will have their Bluetooth® turned on and a minimum of 300
will accept the connection request - these VERY conservative numbers reflect our
findings when running 100% "BLIND" campaigns.
With the right signage and/or on-premise promotions calling people to "Turn On
Your Bluetooth®" the number of devices detected will significantly increase while
the ratio between devices detected and 'opt-in' downloads will also show dramatic
improvement.
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16
An In-Depth Look at Bluetooth® Marketing
When compared with the use of digital coupons or fliers, printed fliers are
costly and ineffective - especially since printed fliers are often disregarded or
forgotton (or even altogether avoided) Bluetooth® is, on the other hand, a 100%
renewable and cost-saving mechanism for automating management, delivery
and ROI analysis of your on-premise marketing.
Print Costs:
10,000 Full Color, 1 Sided 5.5"x8.5" Brochures: $550.00 or 5.5c/each
versus
10,000 Full Color, Digital Brochures/Coupons: $32.00 or .32c each9
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17
An In-Depth Look at Bluetooth® Marketing
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18
An In-Depth Look at Bluetooth® Marketing
1. In House Capabilities
A company with an in-house Marketing Department that is dedicated to
managing and constantly revising ongoing marketing campaigns will
significantly decrease costs in time allocated to planning, implementing (that is,
distributing) and tracking campaigns whenever and wherever traditional media
management is strategically supplanted by the administration and creative
application of QuaBLUE Bluetooth® Marketing Technologies.
For the first 90 days following an Installation we provide 100% pay-to-play, on-
demand services – this means that we allow our clients and their in-house
management teams to see campaign results and understand the collaboration
process before solidifying terms for a fixed retainer.
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19
An In-Depth Look at Bluetooth® Marketing
The fewer customers being reached by a single transmitter, the greater the net
gain must be from any given campaign and/or redemption offered in that
campaign.
For instance, a Tire Store may offer a deal on the installation of 4 new tires to
100 people per week where a 3% return will yield 3 new customers per week.
In both situations the ROI comes within months if hardware alone is factored
as the primary up-front cost. Campaign Implementation is a per-client variable
- if a clients Bluetooth® campaigns are constantly changing (and assuming
management by QuaBLUE) costs will be higher and ROI will take longer than
if Bluetooth® campaigns are more regularly scheduled and/or less-frequently
changed (and assuming managment by client.)
If 4 new tires at $60/tire is making a Tire Store client 10% profit/return, 3 new
clients/week would result in a $72/week ROI with a maximum of 7 months
lapsed till initial stage ROI is achieved as weighed against initial investment of
an estimated $2K for one transmitter.
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20
An In-Depth Look at Bluetooth® Marketing
1. Digital Coupons
Be it a static-image coupon meant for "On-Sight" redemption, Bar-code
scanning with an optical scanner or even simple area awareness (for instance,
an Amber Alert message) digital coupons can provide all of the benefits of
traditional coupons and/or printed fliers at a fraction of the cost.
-Design is simplified as the ad is not a full-sized flier but is created for
display on a smaller cell-phone screen,
-Distribution is automated,
-The campaign provides digital referenceable take-home materials and
is thus guaranteed to be more effective than, for instance, standard
print advertising (where best practices are followed)
2. Digital Videos
Whether produced specifically for Bluetooth® or for YouTube® (or both) digital
video produced for the cell-phone is naturally less-expensive and more
affordable than videography produced for the big-screen, since compression
ratios and pixel-counts often play a factor in determining the final cost of video
production. That said, Bluetooth® affords an opportunity at killing many birds
with one stone: YouTube + Bluetooth® + potentially even T.V. ready video
yields instant cost-savings alongside immediate results measurement and a
captive audience precisely where Generation Y is most captive: on their Cell-
phones!
4. Video Games
Make your end-user's experience both provocative and memorable by providing
games that stimulate the senses that you want to stimulate. Create passion,
conviction, envy or enthusiasm. Video-games are a great method by which to
stimulate emotional interaction and may be easily downloaded via Bluetooth®.
5. Maps
Provide your patrons with Interactive Java Maps that point the way to the
nearest point-of-destination, hotspot, ride, or other point-of-interest.
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21
An In-Depth Look at Bluetooth® Marketing
While at least potentially blunt and inaccurate when put to use by larger
organizations, QuaBLUE has experience running various limited time offers
allowing individuals to "show an ad" to a POS representative for the sake of
simple visual redemption. This is easily the lowest cost of implementation and,
in the case of smaller businesses (and, potentially, at times, in the case of larger
organizations) may be considered the quickest and easiest way to track the sum
total amount of redemptions without requiring costly integration with a given
POS system.
SMS/Text Message Redemption services are most valuable when the attainment
of specific geographic information and/or demographic information is a priority,
since the collection of carrier exchange data and/or specific carrier demographic
information may be referenced upon the receipt of specific information from the
participating 'texter'.
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22
An In-Depth Look at Bluetooth® Marketing
The format to be used for the initial campaign (digital coupon, video, game,
etc.) can be any of the available options. A video or game is best utilized when
a strong brand experience and ongoing customer interaction (post-receipt, off-
premise interaction) is sought.
An immediate call to action is most affordable when put into the format of a
digital flier, promotion or coupon calling for an immediately relevant action on
the part of the participant.
While such a suggestion may seem both obvious and at once unnecessary we
have found that the ease-of-management involved in deploying a Bluetooth®
Marketing Campaign as well as the general excitement at the power of
Bluetooth® Marketing Technology may at times preclude a certain potential for
presumption amongst early-stage adopters that simply because they are utilizing
this incredibly effective technology it will be effective no matter the ends
sought or the creative strategy employed in the design of relevant campaigns.
For this reason alone we emphasize the fact that the technology is simply a
conduit for the prompt and efficient communication of information. The proper
and effective utilization of the technology will alone result in whatever degree
of effectiveness is achieved.
Remember: both the Technology and the ideas/campaigns are 100% scalable.
Once results have been measured it's easy to reapply the principles used on a
bigger and more cohesive scale for scaling up to bigger results and greater
ROI.
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23
An In-Depth Look at Bluetooth® Marketing
For this reason, we believe that the best model for success is one where the
industry experts (such as QuaBLUE) partner with the early-adopters to manage
and maintain ongoing improvements in campaign ROI.
While Web 2.0 is a modern phenomenon still being realized, the lessons that we
can take away from the Social Web (Web 2.0) experience are invaluable when it
comes to effectively engaging individual customers.
What are those lessons? Simply put, we learn to personalize, make things
relevant, and to track real results on an individual basis. We learn that if and
when we can deploy a simple campaign effectively, the viral dispersion (i.e.,
viral amplification) of that same campaign becomes a matter of individual
customer preference.
If the experience is truly engaging and impresses the individual customer they
won't hesitate to pass it on.
Thus, while right now it makes sense to apply the lessons that we're learning
from the Social Web to the real-world customer experience, the lessons learned
at this stage in the game from the application of those principles will provide
golden opportunities at fusing real-world marketing strategy with on and off-
web sage.
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24
An In-Depth Look at Bluetooth® Marketing
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25
An In-Depth Look at Bluetooth® Marketing
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26
An In-Depth Look at Bluetooth® Marketing
I. - 7 Step Roadmap to
Adoption of Bluetooth®
Marketing Technology
STEP 1
STEP 1a: Analyze Available Demographic Information
STEP 1b: Perform On-Premise Case-Study with Live Campaign,
No-signage
STEP 1c (optional): Perform On-Premise Case-Study w/ Live
Campaign + Signage Instructing foot traffic to “Turn on Your Bluetooth®”
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27
An In-Depth Look at Bluetooth® Marketing
A second, though significantly less important goal may be to determine the ratio
between individual phones-detected and actual end-user opt-in message
downloads. Unless future blind campaigns are planned as a primary method of
Bluetooth® Marketing outreach strategy, finding this download ratio will likely
have little effect on the success of future campaigns since downloads and
awareness will be externally prompted.
Each transmitter being capable of a variety of transmission radii, the actual site
survey may occur at the same time that the initial Case Study (STEP 1) is being
carried out. Later tests may be required to confirm estimates as to how many
transmitters are required to cover a given area.
After performing both the case-study (so as to confirm the viability of the
proposed application) and the site-survey (to determine the minimum and also
the optimal number of transmitters needed to cover a given area) the next step is
to put together a Hardware Package with all of the pieces essential to the
relevant Phase of Implementation being discussed.
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28
An In-Depth Look at Bluetooth® Marketing
Throughout the entire course of the dialogue between vendor and client,
thorough attention should be paid to understanding the clients' existing
marketing strategy, initiatives and on-premise approach to marketing whereby
an initial campaign concept can be developed which integrates well into the
existing brand &/or marketing strategy of the client.
After deciding on an initial Creative campaign, the next step is determining who
will manage the campaign, when it will launch, what terms will be offered to
the individual customer, when it will end, who will perform the creative, who
will upload it to the system, who will track the results and how often will the
results be tracked.
While this may seem like a lot of details, the decision making process is
actually as simple as analyzing resources and identifying who is best prepared
to provide the above listed services: client or vendor.
Once again, as complicated as these procedures may sound, our guide to Best
Practices simplifies the development of procedures for the sake of streamlining
the decision making process and creating a limber marketing strategy capable of
rapid adjustment to shifts in the perceptions of your target audience.
STEP 7: Deploy, Measure Results & then Begin Planning for Phase 2
Rollout.
This is where all of the accrued data, case studies, targeting strategy and
creative campaigns get put to the test.
The entire process starting at STEP 1 and ending with STEP 7 begins and ends
with the measurement of results.
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29
An In-Depth Look at Bluetooth® Marketing
1. Contact QuaBLUE
For those interested in getting started on the quest to determine whether or not
Bluetooth® fits their needs, a simple phone call to QuaBLUE is all it takes to
get setup with a team of consultants, project engineers and creative advisors to
aid in determining the viability of a prospective Bluetooth® Marketing
application.
The actual Dialogue begins with a live product demonstration and tutorial on
the use of Bluetooth® Technology.
Then QuaBLUE will provide a needs assessment to discern where and how we
can serve you.
After that the 7 STEP process begins and the Quest for a more effective, more
affordable, result-oriented approach to marketing is under way!
Contact us to today to start your Quest into the world of Bluetooth® Marketing:
info@QuaBLUE.com
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30
An In-Depth Look at Bluetooth® Marketing
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31
An In-Depth Look at Bluetooth® Marketing
2. Enrich 34
3. Be Honest 35
4. Understand 36
7. Campaign Time-Spans 43
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32
An In-Depth Look at Bluetooth® Marketing
I. Principles
1. Simplify
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33
An In-Depth Look at Bluetooth® Marketing
2. Enrich
For this reason, we strongly recommend utilizing the medium to the max with
fresh ads (multimedia if possible) designed to attract attention and maintain it.
If employed masterfully, a Bluetooth® Marketing campaign has the power of
infinite buzz potential.
In generating that buzz both the value of the offer and the value of the context
in which that offer is being promoted are essential to achieving maximum
impact.
An enriching ad is one that enriches both the receiver and the promoter. It
offers value in expectation that an appreciation of value will be mutual.
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34
An In-Depth Look at Bluetooth® Marketing
3. Be Honest
Make clear the full-extent of your intentions at every new opportunity to
connect with an individual customer.
If they should download a Bluetooth® ad for the sake of promotion that's
only going to last an hour then communicate that fact!
Whatever the case, find what works and then repeat the results consistently so
that people have an ingrained response and understand why they need to keep
up on the latest promotion.
No bait and switch campaigns. Tell them why they should turn on
their Bluetooth® and then let them decide if they want to.
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35
An In-Depth Look at Bluetooth® Marketing
4. Understand
The better that we understand every element of the customer relationship to
both the promoting company and the specific campaign, the better prepared we
are to deal with the variety of needs that exist on both sides of the relationship.
Similarly, when developing a campaign think not only about who your target
audience is but think also about how they will perceive the engagement.
In the 20th Century, Advertising was almost always performed using "Shotgun"
techniques that hit anyone they came into contact with.
Today, we don't need to be quite so crude.
Instead, we can develop campaigns custom tailored to the individuals best
suited to respond to our calls-to-action.
Through our partners, QuaBLUE is prepared to perform market research
including on-line surveys, polls & even focus groups.
We are offering a new level of intimacy in communicating with on or near-
premise patrons.
Understanding the individual response to a given campaign is just as
important as the dollars that the campaign brings in.
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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An In-Depth Look at Bluetooth® Marketing
II. Best-Practices
The actual call to "Turn on Your Bluetooth®" can have a fixed component
("Turn on Your Bluetooth®") and a dynamic component that changes based on
the changing of the promotions; for instance, if we are communicating that the
Bluetooth® promotion is to receive "Today's Lunch Special" then this call can
also be fixed and the entire campaign is a single fixed banner (or digital/audio
announcement.) Otherwise, if the campaign is launched at a stadium, the call-
to-action could be scripted for an announcer who would say "Turn on Your
Bluetooth® to receive a promotion from X advertiser."
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This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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An In-Depth Look at Bluetooth® Marketing
Additionally, the buzz that occurs as a consequence of both the novelty of the
experience and the value of the campaign itself offers a golden opportunity at
explosive viral marketing when Bluetooth® Marketing Technology is properly
utilized.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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An In-Depth Look at Bluetooth® Marketing
Decide on the length of the campaign, then track the results upon campaign
completion. Understand where and when the results spiked. Utilize this
information to better tailor your campaigns to the individual customers you're
targeting. When done right, the results should be ongoing improvements in the
marginal value of every campaign. This means higher ratios of people with
their Bluetooth® turned on, higher ratios of people downloading content and
higher ratios of redemption.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
39
An In-Depth Look at Bluetooth® Marketing
The on-web posting of Terms and Conditions may also apply where those terms
have not already been developed and posted for other overlapping media
proliferation.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
40
An In-Depth Look at Bluetooth® Marketing
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
41
An In-Depth Look at Bluetooth® Marketing
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
42
An In-Depth Look at Bluetooth® Marketing
Remember, someone who has Opted-Out has done so only for the length of that
specific campaign. As soon as another campaign begins, another request will
be sent to their phone.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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An In-Depth Look at Bluetooth® Marketing
Prior to receipt (and upon receipt) the individual customer should be prepared
to act on the campaign's call-to-action.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
44
An In-Depth Look at Bluetooth® Marketing
1. Notice
Bluetooth® Marketing campaigns require at least one-form of Notification and,
potentially a second.
The second is a listing of Terms & Conditions that may be as simple as a few
lines of disclaimer at the bottom of the Signage where the initial call to "Turn
on Your Bluetooth®" is provided. In some cases, a web-link may also be
provided where terms and conditions are posted for online viewing.
3. Customization
As noted earlier in our Best-Practices section Discovering Trends via Surveys
we highly recommend customizing Bluetooth® Marketing contents for the
participation of specifically targeted individual customers.
4. Constraint
We make our best effort to keep every campaign relevant as per the
expectations of the end-user. Similarly, we highly discourage bombarding
people with ads and connection requests that only serve to annoy them. For this
reason, we strongly emphasize developing per-use protocols for scheduling
campaign programs to ensure that individual customers know what to expect in
the course of a set of campaigns.
5. Security
Many phones use a pin code for added security of Bluetooth® communications.
It is also important to emphasize that all data on a content-push Bluetooth®
Marketing campaign is coming from the transmitter. The only information that
we can access about the end-users phone is it's make, model and MAC address -
none of which is private data.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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An In-Depth Look at Bluetooth® Marketing
IV. FAQ
1. Is Bluetooth® Marketing SPAM?
The answer to this question is NO! Most of us know SPAM as the dreadful
stuff that clogs our email inbox. SPAM is ALWAYS nefarious in nature -
meaning SPAMMERs do not care if you opt-out. In the case of Bluetooth®
Marketing Technology, we don't send you something and wait for you to opt-
out. Instead just to get involved in a campaign you must first Opt-In.
Additionally, even if you Opt-In once, you'll always need to Opt-In again for
future campaigns. We don't make any assumptions. If you don't want to
connect with our Bluetooth® Transmission System, simply set your phone for
'Invisible' mode and you won't receive a single request to connect.
No private data is collected from the phones. All that is received from the
phone is the make, model & MAC address. This information cannot be used to
compromise your identity in any way.
Every phone is unique. Most phones sold in the U.S. in recent years come
equipped with Bluetooth® Technology. If you purchased your phone over 2
years ago, you may need to check with your service provider or the
manufacturer if you are unsure. In most cases, you will find Bluetooth® in your
Connectivity and/or Settings Menu on your phone. If it is not present in either
of those menu's it is likely you do not have a Bluetooth® equipped cell-phone.
All Proprietary Contents Copyright QuaBLUE, 2009. All information cited is the property of the sources cited.
This information is Solely & Confidentially Disclosed by QuaBLUE to the Disclosed Parties and is NOT licensed for redisclosure without written permission.
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