The Power of Proximity.

In today's world, the digital and physical realms of consumers' lives are blending more seamlessly, and marketers who embrace this trend, are receiving the pay-off at the cash register. Proximity marketing offers powerful connections with consumer's right at the point of action - be that awareness, interest or purchase.

Due to the ubiquitous nature of the mobile device, we can offer a digital experience to truly compliment and add utility to a physical consumption experience. Let's have a look at how this works in the case of a cinema chain utilizing bluetooth technology.

Awareness:

By placing signage within the areas where patron's queue (ticket or concession lines), an offer to download free mobile content and coupons generates awareness for the instant gratification of movie trailers and discounts for concessions. Consumers interact with the offer by activating Bluetooth on their device and accepting the offer that appears on the screen of their device. Historical results at similar retail environments show acceptance rates of up to 25% of all Bluetooth enabled handsets.

Interest:

Once the consumer has accepted the invitation, a trailer for an upcoming movie is downloaded quickly (within 60 secs) without incurring any mobile carrier data charges. The consumer now has a trailer on their mobile that can be viewed instantly and because it's on the device - it can be watched again & again! This rich experience has driven awareness of the title as well as garnering interest in the upcoming movie release.

Purchase:

Now here's where it gets really exciting! Due to the intelligent nature of the Bluetooth network installed at the cinema chain, the system knows when the consumer has finished watching thier movie and is exiting the theatre, the consumer receives a special offer of a discounted ticket for a future cinema experience. all they have to do is click "Yes" on their mobile device and the coupon is downloaded direct to their handset for easy redemption on their next visit.

This powerful version of direct marketing merges physical and digital experiences to drive purchase.