Capacity planning with Bluetooth Marketing

Getting the most from any Proximity Marketing campaign will depend a great deal on having a goal in mind of the number of successful downloads that you wish to achieve in any given campaign activity. In order to achieve higher rates of download, there are a number of critical success factors that should be considered:

* How well is the area branded and promoted.
* Is the content relevant and timely for the people in the Zone?
* Are the Bluetooth Transmitters placed at appropriate height, free from interference?
* Do you have enough "bandwidth" and processor capacity to cope with demand?

Build for the location.

The key benefit of Proximity Marketing over other mobile technologies is that it is time, location and content specific. Therefore well branded Zones with relevant content will always yield higher acceptance rates than long distance campaigns or purely speculative campaigning. However, even if your content and branding is in place, your campaign would still be ineffective if you do not plan for the volume of footfall in the Zone..

In the graph example, the blue pointers indicate the relative time taken for a request to appear on a users phone. Naturally a user in a heavy footfall area will have to wait longer to receive a message if there is less "bandwidth" available to serve all the phones which means it will take longer for the Zone to contact each and every phone.

By increasing the number of transmitters (spread out appropriately) in the Zone, the time taken to receive the message is reduced, thus increasing successful downloads.

In summary, many campaigns could be more successful if the zone had enough capacity to communicate with the mobile phones in it. Before you set a budget for your campaign, work out how many downloads you want to achieve considering expected footfall, required bandwidth and the environment and then how to visually promote the zone. See companies like huetouch who have networking capabilities to get more information.