BlueTooth Broadcasting Reality Check - Ministry & Business Marketing, Media and Strategy Blog

You don't have to be a movie buff to remember them. They're in just about every futuristic movie: walk-by, holographic marketing pitches that are individually tailored and in your face. We're not there yet. But BlueTooth broadcasting (BTB) does offer some incredible, less obnoxious possibilities to reach folks already interested in what you're doing.

The reality check is this: just as we're not yet engulfed in holographic marketing, (I'm not sure if I ever want to get there), so BlueTooth, proximity-based marketing is not quite ready for primetime. Don't get me wrong, BTB already has some cool possibilities for business and ministry, but the audience in the States is largely limited to smart phone and PC-based BlueTooth users.

However, across the pond in Europe, BlueTooth, proximity marketing is hot. Football clubs (soccer teams to you MLS fans) and retailers alike are Bluetoothing coupons, fan club signups, exclusive contests, and more to interested patrons. Most of this is permission-based, i.e., folks get an alert that content is available and they have to opt-in to receive it. Though a recent UK Information Commissioner's Office ruling declared that BlueTooth is not covered by the same anti-spam regulations as other marketing communications.

In addition to their superior phone technology, the overarching European market dynamic that makes Bluetooth more accessible is that EU phone carriers themselves are no longer the problem. In the U.S., carriers still short-change their customers by trying to control the flow of information via fun tricks like programming your lower-end BlueTooth phone to block communications from more sophisticated BlueTooth-enabled devices such as other mobiles and PCs.

In spite of the currently limited market, BlueTooth marketing is getting off the ground in the U.S. and launching in the Middle East. Once U.S. phones catch up, BlueTooth broadcasting will become the next rage in mobile marketing. (Click here for a BTB intro).

Actually, the small audience gives ministries and businesses a tidy focus group with which to try out BTB before it goes wide--a blessing in disguise, if you will.

If you're interested in BlueTooth, two options present themselves: hire an outside company or find a turnkey solution. I recommend doing it yourself.

In fact, I recently spent about $400 for a long-range (600-900 feet) BlueTooth transmitter, extra-large antenna, high-output cable, and software. The software is intuitive and the transmitter (or dongle) is plug-and-play--perfect for non-techies like me. Again, though, I discovered the hard way that TMobile, Verizon, and friends have conspired to quash my market reach. Boo, hoo.

If you don't want to figure it out for yourself, many companies offer to BlueTooth broadcasting services. Though I can't personally recommend any, a quick Google search will yield a few possibilities. Warning: the bang for your buck is limited.

So what can you BlueTooth to smart phone users and PC users? Ministries and churches can BTB simple gospel intros, service times, locations, class info, volunteer signups, and more. Businesses can send coupons, slideshows of real estate listings, links to websites, etc. As you BTB, make sure to prominently advertise the availability of BlueTooth content through signs in your front window and announcement screens.

One last thing...The goal of BlueTooth broadcasting for you non-sheisters, should be to reach folks who are already or are potentially interested in you and your offerings. Keep it permission-based and useful. Do not just send out slow-loading, annoying schlock. Unhappy recipients will make their presence known--to you and their circle of influence.

Try out BlueTooth. Even with only smart phone and PC recipients, the d.i.t.y. approach is well worth the cash outlay and will allow you to hone your message before the wave hits. But please, no holographs...