BlueFire Digital, in conjunction with NextMedia Outdoor, Inc. is pleased to release a case study chronicling a recent success of out-of-home Bluetooth™ and SMS (text messaging) marketing campaign for a national clothing retailer.
With emergence of new technology and declining growth in traditional mediums, businesses constantly need an innovative way to reach consumers and drive sales. Mobile phone and other handheld devices provide unique and convenient opportunities to reach customers wherever they are.
The promotion of interest was conducted at two street level wallscapes in San Francisco managed by NextMedia Outdoor. BlueFire Digital's BlueFire xMS Bluetooth access points were installed at both wallscapes. Text messaging was driven by BlueFire Digital's BlueFire SMS mobile messaging application. The advertisements on each wallscape engaged the consumer, asking them to enable their Bluetooth phones or to opt-in via a text message on their mobile phone. Bluetooth or SMS (text) content was subsequently delivered upon request.
The three week long case study showed impressive response rates for both Bluetooth and SMS. 46 unique users opted in by "texting" to receive the coupon via SMS. The BlueFire Digital hotspots detected in excess of 340 Bluetooth enabled phones. Out of the 146 unique users, 41 (or 28%) accepted the content via Bluetooth.
"We are always interested in connecting with our customer in a direct and non-traditional way. She leads an active, on-the-go lifestyle so communicating with her through the one device she carries at all times was an opportunity worth testing---especially in a large market where the media is fragmented and your message is easily lost." Added Crista Lindberg, Director of Marketing, lucy. "The program drove sales directly to our store which was the objective, plus it gained us an immeasurable amount of brand awareness. The store team and district was thrilled with the effort."
"Our mobile marketing products present a terrific opportunity to engage advertiser's brand with their target customers" says H. Jay Patel, President of BlueFire Digital. "Out-of-home advertising networks such as billboards and digital signage can deliver great branding via mobile marketing going forward."
"Outdoor advertising is evolving from one of the world's oldest forms of advertising to an interactive, relationship building medium with the use of emerging technologies," added Debbie Lawson, Market Manager, NextMedia Outdoor, Inc. "With the opportunity to communicate with consumers in an engaging and interactive way, the marriage of old and new multiplies the value to the advertiser exponentially."
About BlueFire Digital
BlueFire Digital, a trendsetting technology company based in Silicon Valley, provides mobile marketing technology to out-of-home advertising and digital signage industry. Its products resolve the challenges facing operators of out-of-home advertising and digital signage networks: the need for scalability, cost-efficiency and innovative marketing. For more information please visit: http://www.bluefiredigital.com
About NextMedia Outdoor, Inc.
Parent company, NextMedia Group, Inc. is a diversified out-of-home media company headquartered in Denver, Colorado. Through its subsidiaries and affiliates, NextMedia Outdoor, Inc., owns and operates more than 6,000 bulletin and poster displays across the United States in large and mid-sized markets. NextMedia was founded by veteran media executives Carl E. Hirsch, Executive Chairman, and Steven Dinetz, President and CEO in 1999. http://www.nextmediagroup.net
About lucy
lucy is a Portland, Ore.-based lifestyle apparel company for women who value fit, style and performance. An expert in active ways of life, lucy listens carefully to the needs of women and creates apparel with on-the-go performance and versatility, as well as a healthy dose of style and color. With its own lucy stands apart and inspires confidence in those who wear the products and visit the stores. lucy label and exclusive designs from other designers and brands, lucy is a privately-held company, operating 50 stores nationally and online at http://www.lucy.com
Contact:
H. Jay Patel
President
BlueFire Digital
Tel: +1.877.823.7353
Contact:
Debbie Lawson
Market Manager, San Francisco
NextMedia Outdoor, Inc.
Tel: +1.415.356.1639