I’m looking forward to running a trial at Masters Allen.

Regards,

Jon
http://www.mastersallen.co.uk

http://www.bluezonemobile.com

Chris Moran

What can make your venue more attractive to your customers?
How do you bring in more customers and how do you keep alive the customer’s loyalty?
How can advertisers avail the most innovative and original marketing tool?

Location
Abshint, one of the most popular bars out there in Makati, Philippines, opened April the 4th 2003. The average of the customers daily is around 500. Very cozy, relaxed and “home” as the manager Gino Cruz mentioned.

So…you are walking with your friends and as usual it’s so hard to decide where to go. You just turned your Bluetooth and you got a message telling you that few steps away this bar is offering free entrance, drinks and other prizes. That sounds good…so you decided to go there. A bar is a place where everybody has a good time. People relax, talk, enjoy a drink…how about enjoying a free drink or a special prize? How about having within seconds the funniest video or the coolest mp3 on your personal mobile? Isn’t that amazing?
How about if you are an advertiser: your customers will get on their mobiles a special advertisement of your product. At least now, you know for sure that your potential customers are getting and looking at your advertisement, unlike the traditional way….when we all change the TV channel or radio when the commercial starts. Not only that, think about that it is another way for you to advertise, a unique and exciting advertisement that you know for sure will reach your target. It will be on their personal cell phones! How much more can you get? It’s quick, convenient and easy!

Challenge
How to make the place more special, how to bring even more people in?
Increasingly, clients are searching for effective new marketing channels through which to reach their audience and Bluetooth most definitely ought to have a valuable role to play. Restaurants and nightclubs are perfect locations for the Bluetooth-enabled billboards because of the high traffic levels, and the ability to attract affluent, young, trend-setting consumers

Believe us when we tell you that this is for the first time, a win- win deal. We want more people to come to the club and enjoy more than just a regular night out. We want to encourage more customers and advertisers to come and avail this attractive solution, to enjoy the “turn on your Bluetooth experience”!
We had to find a cost effective and easy to install solution. We wanted to have a full coverage of the entire location and we wanted to bring more people in.
We had to have the people turn on their Bluetooth and get the free, interesting contents that we created and personalized for all the advertisers.
We seek to put your message in the palm of your customer’s hand.

Solution
Users of the Bluetooth receive free contents on their mobiles.
Advertisers can broadcast free, ad-related video trailers, music tracks, movie previews, sports clips and coupon offers to Bluetooth-enabled phones.
At the same time we had promo girls wearing special t-shirts with a message on it “Turn on your Bluetooth” walking in and outside the club, inviting people in the club and experience this new exciting technology.
The MC of the club was encouraging the customers to turn on their Bluetooth for a chance to win free gifts.
We had to generate contents that will “wow” everybody, something that will make them turn on the Bluetooth again.
We used the “out of the box” marketing, a marketing that doesn’t require you to hire more people to do the job nor additional costs.

Results
The entire night people turned on their Bluetooth and they won free drinks, light-up shirts and free invites for the following night. They downloaded free videos, wallpapers and MP3-s. We had more then 300 successful downloads. 80% of the promotion. This would translate into: the advertisement was successfully received!

Matt Hanson