ENHANCING FANS’ MATCHDAY EXPERIENCE USING PROXIMITY MARKETING
Proximity marketing allows for a notification to be sent to Android devices within a set range (up to 100m). The notification is delivered using Google Nearby, which is installed on all Android devices as standard. Recipients don’t need to download any apps or anything else to get the notification. The only requirement is that they have Bluetooth switched on. It’s estimated that between 65% and 85% of people have Bluetooth turned on all the time.
WHAT CAN YOU SEND?
A notification with a short, 50-character, message can be broadcast out to attract fans’ attention and intrigue. While this doesn’t sound like a lot, the message text is more of a call to action than anything else. When the fan clicks on the message, they are sent to a landing page. Once on the landing page, you can provide as much information, or promote whatever you want to. You can also schedule the text and landing page to change at specific times.
There’s no limit to the number of notifications you can broadcast, however, you can only broadcast one at a time. A typical match day schedule could be split between pre-match, halftime and end of the game. Pre-match: Team news and information. Halftime: To boost half time sales, special offers for drinks and snacks can be promoted. End of the match: Run a poll for fans’ to vote man of the match (broadcast shortly before the end of the match. Also, if you have times of the year when you want to promote things like venue hire, season ticket renewal or anything else, it can all be incorporated.
There is also an opportunity for venues / clubs to earn from the service further. This can be achieved by selling sponsorship of landing pages and through affiliate links. With a large number of people in a relatively small space a large amount of traffic could come through the landing pages on match days.
HOW DOES IT WORK?
The technology uses Bluetooth to broadcast the notification. The notification is received by Android devices within the broadcast range. Google’s Nearby service then displays the message as a notification, customers can click the notification, which then takes them to a landing page. The landing page provides the space you need to get detailed information and messages across to the fans.
When the person leaves the broadcast range, the notification disappears from their phone. This happens regardless of whether they have seen the notification or not. This prevents people from having hundreds of messages from unwanted sources that they have walked past getting to and from the venue. It also means that your message will be picked up only by people who are actually likely to engage with it. This also stops the service from being overly intrusive. If fans don’t want to receive the notifications, they can opt out of Google Nearby at any time in the settings on their phone.
SO, WHAT IS IT?
We supply a small box, just a bit bigger than the size of a packet of AA batteries which sends out the notifications. The box needs to be placed where it will have maximum effect to cover the required area. That’s all you physically need. We work our magic on the box and programme it to send out messages as often as you require. The range that it will broadcast over (up to 100 metres) is then set up.
Proximity marketing can be the key to enhancing your fans’ match day experience. We will schedule broadcasts to fit with your needs and fixture list. If you host more than one team at the venue, they can also be incorporated into the broadcast schedule if required.
GET STARTED WITH PROXIMITY MARKETING
If you’re interested, want more information or to arrange a demonstration, give Martin a call on 07732 005301, or fill in the form below with your details and we will get back to you.