Case Study: Bluetooth Proximity Marketing

Situation
Alexander’s Estate Agent is an independently owned Estate Agent in Aberystwyth,
their branch is well positioned near to the centre of the town centre and has
established a good reputation in mid-Wales.
In the spring of 2008 Alexander’s had a range of sea-facing luxury apartments to
market and were looking at options on how they could maximise the footfall past
these properties and increase enquiries in the process.

Solution
After a consultation period with Huetouch, Alexander’s implemented a Huetouch
Bluetooth device that would sit within the luxury apartments and beam pictures of the
properties to mobile phones within a 100 metre radius.
This would form the basis of their Luxury Apartment campaign on Easter Weekend,
when the footfall past these apartments would be at it’s highest.
Before the weekend Alexander’s designed a simple image slideshow featuring
photos of the inside and outside of the apartments. The slideshow was loaded onto
the device through the Huetouch web-portal and then the Bluetooth device was
placed in one of the properties and left for the weekend.
During the Easter Weekend the Bluetooth device would contact passing mobile
phones and offer the free slideshow. If the mobile phone owner ignored or denied
the request they would not be contacted again, if they accepted the request they
would be able to quickly download the free slideshow from the Bluetooth device from
as far away as 100 metres.
Success
The Bluetooth device was in place for three days and during this time it delivered the
slideshow to 1,739 mobile phones, which resulted in 50 enquiries, 20 viewings and 2
sales.
Derek Ross from Alexander’s said:
“Through using the Huetouch device we were able to reach potential
customers who otherwise may not have been aware that the properties near
to them were for sale. The results of our Easter Weekend campaign were
phenomenal and the feedback from the public was very positive, they
especially liked the lack of printed materials and the ease of which they were
able to receive the details.
Working with Huetouch was very easy, they went above and beyond the call
of duty to ensure that our campaign was a success and we are now planning
a longer campaign based on the success of the first one.”