• Miranda Virgona

Proximity Marketing - Annoying or Value-adding?

Updated: Oct 30, 2019



In a world where it seems are every move is being tracked, whether it's CCTV cameras or those pesky tracking pixels which seem to make branded content appear like magic on your social feeds. Proximity marketing has raised plenty of debate amongst both consumers and industry experts.


But like it or not, it's here and it's come a long way in the last view years. In the U.S it's being used to great effect as a tool to help amplify the fan experience at events. So how does it work? For the sake of this discussion we are going to take a look at Beacons.


Interesting Facts

  • 93% of all MLB stadiums in the US have deployed beacons, along with 75% of all NFL stadiums, 53% of all NBA arenas, and 47% of all NHL arenas.


  • In its first season using beacons, the 2014-2015 NBA-affiliated Golden State Warriors saw average transaction volume across items (including merchandise, food purchases, and seat upgrades) rise 87% from the prior season.


  • The Orlando Magic, another NBA team, reported average app adoption among fans reached 30% after it deployed beacons, compared to the industry standard of 5%. Additionally, the team experienced an increase of over $1 million in ticket sales due to beacon engagement and messages during the 2014-2015 season.

(ref - https://www.businessinsider.com/beacons-are-thriving-in-sports-arenas-2016-8/?r=AU&IR=T)

Photo Credit: http://www.densenetworks.com/technologies/Beacons

Using Beacon's is a retail setting is a straightforward concept to get your head around. But what if we took them into an event setting?


Example

Club X spends $$thousands of dollars on an App for their Club, it's designed to allow members to keep up to date with the latest news and special events but usage numbers have been slowing and it's in danger of becoming another dormant app on a fan's phone.


Enter Beacons....

By adding a simple piece of SDK code to your app and setting up beacons in strategic locations at your next game day or event, our team of experts will devise and manage

messaging and timing to ensure they add value to the fan experience, not detract from it.


Think;

- Carpark/Gate navigation

- Public transport times

- Entry queues reduced

- Easy event navigation

- Food & beverage offers

- Sponsor offers

- Merchandise offers

- What's on Notifications

- Post Event Sponsor Offers at their own shop fronts


The list goes on....


The team at ACTIV Brand Management put #Fansfirst in everything that we do, that's why we are committed to leading the way when it comes to beacon management and infrastructure in Australia. This is a powerful medium which if put in the wrong hands could lead to fan disruption and anger. In the right hands we think it will take the fan experience to the next level.


To find out how Beacon's could help your organisation engage with fans, keep sponsors happy and even generate more revenue, please get in touch.


Bec Burns

bec@activbrandmanagement.com.au / 0422 050 520



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