TAMPA, Fla.--(BUSINESS WIRE)--The new frontier of Bluetooth advertising and proximity marketing took a giant leap forward in February when a bare bones test of the mobile marketing technology during a baseball season kick-off event outstripped even the most optimistic predictions.
A single Bluetooth advertising proximity box in center field drew a “compelling” four percent response during the Tampa Bay Rays annual Fan Fest at the team’s Tropicana Field in St. Petersburg, and did it with minimal on-site promotion of the proximity marketing opportunity, according to the Team’s Vice President of Branding and Fan Experience.
“Given that there was very little awareness – just a couple of small signs – and that the offers were pretty generic, that number is compelling, especially since there was so much going on during Fan Fest,” which features displays and attractions other than for email marketing all over the stadium, said Darcy Raymond, the vice president.
The test was conducted by digital marketing firm E-Push, who pioneered and built the fully integrated, permission-based SMS, WAP, Bluetooth advertising, proximity marketing platform plus ad channel for the Rays.
E-Push ran the test through the Bluetooth advertising proximity box in center field for the six-hour event that drew more than 25,000 Rays fans, said E-Push founder and senior partner Sean Marra.
“During that period, we had 1,098 downloads from the Bluetooth advertising that accepted the Rays’ Fan Fest offers,” Marra said. “The Rays told us that during the same period, more than 100 fans redeemed those offers, which could only be redeemed at one location in the stadium. When you analyze the results, we had more than four percent response to the Bluetooth advertising, and of that, a 10 percent redemption during a very time-constrained and hectic event with countless distractions.”
The Bluetooth advertising test for the Rays was a key to demonstrating mobile marketing initiatives, including email marketing, for professional sports organizations, Marra said.
Marra said E-Push’s double opt in marketing campaigns consistently out-perform print and broadcast media by targeting active consumers already in the buying cycle. “Our Bluetooth advertising proximity boxes and double opt in marketing proximity campaigns, tied to the WAP sites, guide them to the most attractive offers, and give our clients immediate, measurable response,” he said.
The Rays’ Raymond said double opt in marketing mobile marketing at the stadium will be “a great application, a great tool,” and the team is considering how to offer it to sponsors.
E-Push designs and creates permission based digital marketing for customer acquisition. Leading companies leverage the E-Push suite of email, sms, web WAP and Bluetooth proximity marketing technologies to reach consumers via verifiable double opt in business-to-business & business-to-consumer data that is deployed on white listed servers for optimized results.