Proximity Marketing Guide Lines

From Mobitouch cube

These are few guidelines to be taken into account when designing a successful Bluetooth Advertising Campaign.

Contents 1 Introduction 2 Adapt your communication to the file size 3 Design mobile-proof contents 4 Deliver high-quality contents 5 System architecture depending on the results you want to achieve

Introduction

Bluetooth message notification is rarely associated to a phone ‘bip’ or ringtone. Hence people could easily miss the notification (in a campaign where the WLP are set to the maximum range of coverage – i.e. about 30 meters - , the people that miss the notification could be up to 80-90% of the people having Bluetooth activated). There is not a way today to fully avoid this effect, it is part of the Bluetooth experience, but it is possible to increase the hit rate by respecting few guidelines:

• Advertise the service: use standard advertising to tell people that they would get something for free if they switch Bluetooth on and get close. Pay attention to tell exactly what they will get, and that is free (e.g. Turn on Bluetooth on your mobile to download a free Java Game!).

• Enhance proximity: reduce the range of the WLP and deliver the notification only to people that actually can read the advertising. You won’t waste time and resources trying to contact people that probably would not see the notification. You can also set the range at few inches from the transmitter and advertise to touch the advertisement with the phone in order to get the notification and download the content. It will be a sort of OPT-IN and the result would be that only interested people get the notification.

Adapt your communication to the file size

In a crowded operating scenario, where the WLP is serving several phones at the same time, the download rate of a phone can decrees at a rate of around 15-20 Kbyte per second (while can reach up to 100Kbyte per second in low crowded conditions). Hence, in order to have a fast download of the content, we recommend not using files of more than 300-400 Kbyte in such conditions. If the campaign requires sending a larger file (e.g. sending a full mp3 file), we strongly recommend underlining the typical download time in the advertising (e.g. Turn on Bluetooth on your mobile to download a free MP3 song by... The download time is approx. xx seconds).

Design mobile-proof contents

There are a large variety of mobile phones. You can choose to define a different content for phone typology, and let the WLP detect the phone model that is getting in touch with, and serve it with the right content. Be prepared to design a large variety of contents (i.e. in terms of picture size, etc.). Otherwise you can choose to distribute a single content to everybody. In this case we suggest choosing a format that can be compatible with most mobile phones displays. Use as instance the 240x320 pixel format for your GIF files, and you will get a good coverage of available phone models. Note: For more information about Device Identification, please consult paragraph of this manual. Device Identification is available only for the MobiTouch CUBE platform.

Deliver high-quality contents

The quality of what you send to your users is one of the key success factors of any proximity marketing campaign. If you are delivering high quality contents, and you schedule periodic updates of them, you will have people getting back to you, to download the new content. The success of your campaign will be obtained. You can even use the Bonus policy to deliver each time a different content chosen randomly among a set of contents.

System architecture depending on the results you want to achieve

There is always a trade-off between the amount of people you want to serve, the time you need to get in touch with all of them and the number of WLP-500 device you need to install. There is no effective way of serving hundreds of people with one WLP-500 if you have a very limited time to do it. Waymedia is committed to provide you with the top performing solution in the Bluetooth Proximity Marketing arena, but in order to make an effective campaign the number and configuration of WLP-500 should be correctly defined depending on how many people you want to serve and in what time you need to do it. Please contact Waymedia or its local representative to get help to design your campaign in the most effective way. It is our job to help you in being successful with your campaigns.