Merlin Proximity^TM Marketing

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What is Merlin Proximity?

Merlin Proximity is an advanced Bluetooth-operated marketing system which enables organisations to send free, multimedia promotional messages to customers and prospects within a particular area on their mobile phone or PDA.

It provides a highly personalised, one-to-one communication using text, images, audio or video, or a combination of these.

It is an exciting new marketing channel that will generate attention from customers due to its novelty factor.

How does it work?

Creating a campaign involves setting up Bluetooth broadcasting equipment – such as the Merlin ProxBox - at a particular location and then sending information to users’ Bluetooth-enabled mobile phones within range of the broadcast server. Users are asked whether they want to receive the message. 

Messages can be sent to a proximity range of between 20 and 200 metres, depending on the Merlin package provided.

What’s in it for mobile users?

Messages are delivered at a time and place that makes them immediately enticing, exciting, compelling and relevant. For example:

• Special offers – serving consumers’ needs or interests when they are most in the mood to buy
• Entertainment – providing fun content related to their hobby, interests or location at the time
• Product information – relating to products (or services) on offer   
• Event news – relating to an exhibition or show, current or future
• Social contact - connecting with other like-minded users
• Club news – providing members with special offers or useful information
• Sharing – messages can be stored and replayed later to friends or family.

How can Merlin Proximity help my clients?

With proximity marketing solutions, you can help your clients:

• Differentiate their products or services, by reminding customers of their USPs 
• Create additional revenue streams by offering a new product or service - based on knowledge of what the customer likes and buys already
• Create a brand experience – engage with customers at a time and place that suits them
• Improve brand recall – remind customers of your services
• Reinforce their brand positioning – technology-based companies or companies that offer highly sophisticated products should communicate via a ‘leading edge’ marketing solution (reflecting their brand values)
• Build customer relationships - provide information that is useful to their customers (without overtly trying to sell).

Which market sectors will be interested?

The sectors where proximity marketing may have particular appeal are:

• Sports clubs - offer merchandise promotions, special membership packages or video clips of football match replays
• Leisure and holiday complexes - offer information or ‘specials’ on specific visitor attractions
• Retail/shops - entice people inside with a special offer
• Pubs, bars and clubs - entice revellers inside with a drinks promotion
• Restaurants - attract diners as they pass and offer discounts to clientele
• Business exhibitions and events - coax people to your stand with a free offer or provide venue-related information
• Universities and colleges – provide gaming information or sell video clips of the graduation ceremony
• Museums and galleries - provide an information guide and interact with visitors viewing specific exhibits
• Cinemas and theatres - provide ticketing or merchandise offers 
• Concerts – offer information including web-links on local facilities.

Case studies

• SilverStream TV
• Skyparks
• Tamarside school.

Why Merlin Proximity?

• Connectivity - Merlin Proximity allows brands to connect with their customers and prospects through their mobile phones at the right place and time
• Measurability - messaging results can be monitored with reports readily available
• Simplicity - easy to set up
• 'One cost' value for money - no ongoing fees like SMS or satellite
• Packaged solutions - campaigns can be tailored to offer to your clients
• Specialist knowledge – we are experienced providers of advanced technology solutions, from wireless to new breakthroughs in robotics
• Support - in partnership with us, you can position your agency at the forefront of wireless-based experiential marketing.

For more information, call our helpdesk on 0845 388 450.

Proximity Marketing FAQs

Q. What is proximity marketing?
A. Proximity marketing is the localised wireless distribution of advertising content associated with a particular place.  Transmissions can be received by willing individuals in that location.

Q. How targeted is Merlin Proximity?
A. Communications can be targeted to specific groups within a given location, eg content in tourist ‘hot spots’ may only be distributed to devices registered outside the local area.

Q. When is proximity marketing at its most powerful?
A. It works best when there is a captive audience, the audience has waiting time (eg in a football stadium or cinema), a significant number of Bluetooth phone users are within range, and messaging can be easily tailored to the users’ needs or interests.

Q. Are Bluetooth messages SPAM?
A. No, because each message requires permission from the user and the Bluetooth needs to be enabled. Each message is logged on the server and will not re-send to a phone that has rejected the message.

Q. Is a PC required?
A. We offer both PC-based and non-PC-based servers.

Q. How reliable is the service?
A. As long as messages are sent to Bluetooth users within range of the server, the service will work perfectly. Some phones may have extra security checks enabled.

Q. Does it work with all mobiles?
A. About 85% of mobile phones are currently Bluetooth enabled. This number continues to rise and new phones tend to be multimedia compatible.

Q. Can a Bluetooth server run from batteries?
A. Yes, we can provide a completely independent set-up.

Q. How many messages can be stored on a server?
A. Up to 20MB of storage is available.

Q. What size message can I send?
A. Files up to 1MB work well. Download times will increase for larger files.

Q. How many phones can I see at once?
A. Servers support between 21 and 28 connections, but you can use multiple servers to increase connection rates.

Q. Can I manage my own campaign?
A. Yes, you can upload your own content and schedule delivery by time, day and date.

Q. How do I know whether my campaign has worked?
A. The server logs all downloaded messages, so you know exactly who has received the content.

Q. Can I manage multiple servers?
A. Yes, we can provide a software solution to manage multiple servers and campaigns.

Q. Can I ‘white label’ or brand the box with my own logo?
A. Yes, for orders of 50 or more units.