Who It Works for Right Now

Who Is Actively Testing Right Now

Bluetooth Marketing @ Trade Shows

• Bluetooth marketing works great at large conferences and trade shows. • Bluetooth advertising can set vendors apart from other exhibitors by

allowing them to send short intro videos, invites to come by a booth and more.

• Show hosts can also use Bluetooth marketing to deliver content, including sponsor ads, meeting schedules and lots more.

• Show hosts can also utilize Bluetooth to survey session attendees for immediate real time response and attendance intelligence for breakout sessions.

• Bluetooth marketing has a great "cool" factor and Bluetooth done right can be incredibly effective with all demographics.

• Mercedes Benz used brilliant a Bluetooth campaign at a recent car show in Italy.

• At that show, Mercedes set up an exhibit featuring a fully loaded Mercedes Benz sports car. Utilizing slick-looking signage, visitors we're encouraged to turn on their Bluetooth phones to receive exclusive car previews and to download electronic gadgets.

• Recipients not only accepted the content, they actually stayed around long enough to download larger files to their cell phones, rather than simply move onto the next display.

Mercedes Benz – Bluetooth Case Study

Bluetooth Marketing @ Business Meetings

• Bluetooth marketing works great at large conferences and trade shows. • Bluetooth advertising can set vendors apart from other exhibitors by

allowing them to send short intro videos, invites to come by a booth and more.

• Show hosts can also use Bluetooth marketing to deliver content, including sponsor ads, meeting schedules and lots more.

• Show hosts can also utilize Bluetooth to survey session attendees for immediate real time response and attendance intelligence for breakout sessions.

Adidas – Bluetooth Case Study

• Addidas held a 5-day global marketing meeting for 1200 people in 2008.

• Bluetooth was used to communicate information about the day such as who the keynote speakers were, what time they were speaking, what they were speaking about and details such as breakout meetings.

• Attendees were asked to turn their Bluetooth on as they were walking into the conference center. As soon as they walked through security, they got a message. The messages were different according to the time of day and added a touch of personalization.

Microsoft - Bluetooth Case Study

• Microsoft used (Bluetooth) at its Tech:Ed 2008 Conference in Orlando to deliver daily podcasts on key Microsoft technologies and recaps of conference highlights, mobile wallpapers and discount vouchers to over 2,000 delegates.

• There were eight signage supported Bluetooth zones around the floor inviting visitors to enable their Bluetooth to receive the content.

• Microsoft achieved high-levels of opt in with some content achieving a 37% opt in rate. 3,200 devices were discovered and over 2,100 content items were delivered.

Oracle – Bluetooth Case Study

• From start to finish Oracle enhanced their “OpenWorld 2008” B2B attendee event experience via their cell phones.

• To reduce long registration lines, attendees registered via text message as they traveled from their hotels to Moscone Center in San Francisco.

• Upon arrival, attendees that opted in went to an express line to obtain name badges and pre-sorted collateral.

• On subsequent days, attendees received itinerary reminders on their phones. • Attendees received real-time survey requests for the sessions they attended. This eliminated paper

surveys and provided instant feedback while the sessions were still fresh in attendees’ minds. • Approximately 9,000 of the 42,000 attendees opted in to use the digital mobile technology. • 25 percent of the 19,000 conference surveys were conducted via mobile devices save saving time

and reducing paper consumption.

Bluetooth Marketing @ Special Events

• Bluetooth marketing works great at special events• Sporting events, concerts and cross promotional venues

Def Leppard World Tour – Bluetooth Case Study

• During Def Leppard’s 2008 show in Detroit at Joe Louis Arena delivered multimedia content such as ringtones, wallpapers and videos to fans around the venue.

• The campaign was deployed quickly and the results were updated throughout the course of the campaign obtaining measurable real engagement for sponsors. The fans really enjoyed saving their custom sponsored content on their phones.

• Attendees received a free multimedia experience with no usage cost, no data plan required.

• The initial campaign interacted with more than 1648 devices, which amounted to 18% of the audience.

• 93% of the fans opted in when they were presented with the Def Leppard content.

McDonald’s – Bluetooth Case Study

• During happy hour (3:00 p.m. - 7:00 p.m.) consumers with Bluetooth-enabled phones can take advantage of special discounts in the form of special codes sent to their phones, with Bluetooth available and active near the McDonald’s restaurants.

• The unique and encrypted 2-dimensional code sent to the consumers’ mobile phones contains information including: restaurant name, voucher, discount amount and an expiration date. In addition, it ensures that the mobile coupon can be redeemed only once (fulfilling all campaign requisites).

• Then, right at McDonald’s restaurants, consumers can print and use their mobile coupons – instantly benefiting from McDonald’s most recent discounts and special offers.

• Kiosks at participating McDonald’s restaurants, are used to scan the mobile coupon directly from the phone’s screen. Using the built-in GSM-module (GPRS), the kiosk verifies on-line the validity of the coupon against a central database and, in case of a valid coupon, prints out a unique paper voucher which is redeemable at the cash register.

Coca-Cola – Bluetooth Case Study

• Coca-Cola's sponsorship of the 2008 Summer Olympics in Beijing was the first Bluetooth interactive media marketing campaign of its kind.

• With thousands of locations were enabled in and around the Olympic stadiums, hotels, restaurants, clubs and cafes of Beijing and Shanghai in order to deliver Coca Cola Bluetooth video commercials directly to Bluetooth-capable handsets.

• In previous campaigns, the Coca-Cola experienced conversion rates approaching 35%.

• At events that prompt participants to enable their Bluetooth devices, as was the case with many Olympic hotspot locations, the conversion rates jumped up to 65 percent.

Microsoft - Bluetooth Case Study

• Bluetooth broadcasting content design, broadcasting equipment and SMS to Email services were utilized for Microsoft's Across America tour. The city to city tour was promoting Microsoft's Business and IT solutions to participants in a seminar style environment.

• Bluetooth services were employed to provide information via Bluetooth, SMS and Email simultaneously in real time. Participants were notified via signage and handouts that Bluetooth was available, and invited recipients to opt into an SMS campaign WITH their email address included. A seminar PowerPoint deck was sent via email to the opt in recipients.

• Microsoft employed a custom SMS Survey Campaign resulting in users responding with

answers Microsoft will use for future marketing and product development.

Bluetooth Marketing @ Point of Purchase

• Consumers are entering malls and downloading virtual coupon books through Bluetooth before starting their shopping. They download a widget or application to their device once, then simply update the content through Bluetooth every time they enter a Bluetooth zone in the mall.

• Think of Bluetooth technology as conversation enablers vs. interruption devices. The successful retail experiences will incorporate opt-in first for any technology play that goes beyond signage.

• Bluetooth technology is now an expected part of the average consumer’s lifestyle.

Subway – Bluetooth Case Study

• Within a pilot project, the worlds largest sandwich chain, Subway, uses Bluetooth to spread current news and coupons.

• Potential customers are informed by Bluetooth downloads about current sandwich offers like Sub of the Day and menus.

• Subway has always relied on coupons as a promotion tool, now a new milestone was reached by using mobile couponing.

• On presentation of the mobile coupons the customer will get a discount or a free sample at the local Subway restaurant.

Hard Rock Café – Bluetooth Case Study

• The Hard Rock Cafe San Francisco was seeking a creative way to promote apparel and increase visitors. Based on strategy sessions with and an analysis of the amount of foot traffic around the location, Hard Rock Cafe decided to offer prospective diners a mobile coupon.

• Visitors downloaded the offers to their mobile devices that were then redeemed simply by showing the coupon on the screen of their device. At the point of sale, the Hard Rock Cafe managers would apply the discount to the diners’ bill.

• A number of creative options were tested to understand response rates, including outdoor signage that often helps drive awareness in new locations. The temporary outdoor signage (shown below) was used to encourage visitors to use their mobile devices to obtain offers.

Trafford Centre Mall - Bluetooth

• Bluetooth marketing at Trafford Centre--a huge Manchester, England shopping mall Centre and Dublin’s Jervis Centre are testing Bluetooth Marketing.

• Bluetooth proximity advertising not only allows a retail center to brand their in-house shops. It also opens the door to third-party promotions. The ads generate huge revenue, especially at peak shopping seasons.

• Bluetooth-based foot traffic tracking units, that are GPS-based, log customer movements in these huge retail environments.

Client Dashboards & Report

• Client dashboards and 365/7/24 online reporting• Senior management presentations and reports

Changing Behavior Through Brand Engagement

• Consider ‘how little you need to spend’ to get the desired change in attitude, behavior and sales

• In order to be effective, all measurement must consider:

1. All marketing initiatives measured using the same ruler

2. Quantifiable changes from pre- to post-campaign

3. Relative dollars per impacted consumer or ROI

• You will receive financial gains from your optimized marketing efforts far in excess of the cost of using our services.

ROO/ROI Measurement Metrics

Loyalty ContinuumTV Advertising

CampaignsExperiential

EventsLoyalty

ProgramsSponsorship

ProgramsOnline

Campaigns

Awareness

Target Market Reached

Comprehension

Interest in productInterest in more info Interest in visiting site

Interest in visiting store

Purchase

Expenditure $ $ $ $ $

$ / % Awareness

$ / 000 Target Reached

$ / % Comprehension

$ / % Interest in product$ / % Interest in more

info $ / % Interest in visiting

site$ / % Interest in purchase

$ / % Change in attitude

Pre-Activation

Evaluation