Proximity Marketing is a visually dynamic, targeted, flexible and affordable way for direct marketing advertisers to reach consumers, using Wi-Fi and Bluetooth technologies. At one point in time, place-based advertisers settled for the “shotgun blast” marketing approach of sending out a general message to a large group of people, in hopes that it would resonate with as many members of that group as possible. But that was a hit-or-miss approach. Advertisers prefer to send customized messages tailored to the specific needs, wants and desires of individual consumers — in essence, reaching individuals directly as opposed to reaching the masses indirectly.
So what is so unique about the Bluemoz Intelligent Proximity Marketing? The simplest example is a flat-panel screen, 3D Camera, Bluetooth, and Wi-Fi Access points – engaging your customers to interact with visual sensitive media, connect via Facebook to engage your brand, and receive promotions, advertisements and entertainment.
Growth of Intelligent Proximity Marketing
We believe there are three primary drivers to the growth of Proximity Marketing:
Changes in the advertising landscape. Media expenditures since the 1950s have gone primarily to television, followed by newspapers, magazines and commercial radio. But this 50-year trend has now realized its apex, with generational declines in consumption among Gen X and Gen Y. A February 12, 2007 article in Media Week states that where we used to have only web-portals and sites, we now have Voice Over Internet Protocal (“VOIP”) telephony, digital signage and mobile media. The “descending triangle” of traditional media is being displaced by the “ascending triangle” of Internet-enabled media, composed of web-based media, e-mail, mobile media and digital media. The Internet is now blending with out-of-home networked media to form this rapidly integrated media cluster, which is displacing the descending media triangle of television, print, and commercial radio.
Growing awareness that Proximity Marketing is more effective. Research shows that Proximity Marketing receives up to 10 times the eye contact of static signage and, depending upon the market, may significantly increase sales for new products that are digitally advertised. A study by Arbitron, Inc. found that 29% of the consumers who have seen Proximity Advertisements in a store say they bought a product they were not planning on buying after seeing the product featured within an in-store campaign. We believe that our Intelligent Proximity Marketing solution provides a valuable alternative to advertisers currently using static or digital signage.
Our review of the current market indicates that most retailers go through a tedious process to produce traditional static point-of-purchase and in-store signage. They create artwork, send such artwork to a printing company, go through a proof and approval process and then ship the artwork to each store. According to a February 2006 article in The Retail Bulletin (February 19, 2006), it is estimated that less than 50% of all static in-store signage programs are completely implemented once they are delivered to stores. We believe our Intelligent Proximity Marketing solution can enable prompt and effective implementation of retailer signage programs, thus significantly improving compliance and effectiveness. We believe calorie information compliance rules, as seen in New York and other states, along national legislation and pending rule making requiring certain restaurants with 20 or more locations to prominently display calorie information, represent additional opportunity within industry.