Bluetooth Marketing: Top 3 Myths

I’ll start with something I usually have a problem with. Since I am into Bluetooth marketing business, I see lot of people excited about the idea, but usually seeing this thing not very clear. Here’s what I noticed usually people think about Bluetooth marketing:
The power of Bluetooth: you can reach mobile phones of people walking by your store, who usually would not even look at it, right? Wrong. According to our tests only 0.2-0.5% of people will download anything from a Bluetooth hotspot, without knowing anything about the source Bluetooth communication is coming from. This is also the reason why Bluetooth range boosters are not very useful. Effective Bluetooth communication goes always like this: (1) customer is being informed to “turn on Bluetooth” (2) customer downloads content files.
The busiest the place, the better for a Bluetooth proximity campaign, right? Not really. It may be cool if you have an opportunity of putting your Bluetooth hotspot in the eye of the storm, but you must take into account the fact that people in a rush, will not wait. In fact the best place for a Bluetooth advertising campaign will always be a place where people wait or have a free time: lines, airports, events, bars, restaurants, etc…
Why frivol away money for a Bluetooth hardware, when you may download a software for your PC for something like $150 and it’s ok, right? Wrong. At first I haven’t seen any PC-based software to provide more than 7 concurrent Bluetooth connections. What’s moreover there is always a huge latency in such solutions, because it’s the nature of Bluetooth that every connection consumes some initial time, and you just cannot serve 10 people with a single Bluetooth dongle. For the second, I haven’t seen a software with good mobile phone recognition. Finally, if you seriously think about installing Bluetooth hotspots in 100 stores of your customers, you need a hardware anyway. You cannot rent your laptop to every store…
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