Case Study: Red Bull proximity marketing campaign

I believe in the next couple of years proximity marketing will be the next marketing trend for retailers to engage their potential customers in Singapore and the rest of the world.  

Advantage

1. Simple set up – just a simple laptop, digital signage or even kiosks which able to broadcast content using Bluetooth technology
2. This can create retail and promotion awareness to potential customers in the area
   
3. It cause retailers $0 to send out marketing message in term of videos, text and even image to customers
   
4.  Retailers can reach customers within the range of 100 meters radius
   
5.  Retailer will be able to track their marketing camping
   
6. Customers who had Bluetooth enable device such as mobile phones or tablet will be able to receive promotion or advertisement send by the retailer
   
7. Customers can choose to accept the incoming promotion message send or reject it

Disadvantage

1. By default most mobile device had their Bluetooth disable, customers might not even know there is such type of promotion going on
   
2. If customers turn on their Bluetooth, they might be bomb by multiple incoming promotion message all at ones
   
3. Aggressive marketing or retailer might send out different promotion message at very short interval and piss of their customers 

In Red Bull Case study after reading a couple of times on the article and researching it online I am disappointed on how they use proximity marketing. I think is a waste of time, money and resources.

Mac’s/Couch-Tard Store is like our typical 7/11 or Cheers but at least 2 to 3 time bigger – let keep in mind.

1. Placement of their 17 and 32 inch screen.
   wow they had place their 17 screen which is showing the promotion content near the point of sale.?

a.     Do you want all the customer to jam and block your POS?

b.     What if I’m the only customer and I just come in, grab my drink and go off and I don’t even get to see the promotion not even say on my Bluetooth to download the coupons

c.      Placing the 32 inch screen in the store aisles? Again you want people to block your aisle and cause inconvenience to other customers

Why with all these trouble?

• Normally retailers will have big banner or poster of their promotion place right at their doorstep to attract customer to come in.
•  Everyone should had visited a local 7/11 store before, they simply place a piece of paper, Get 2 yeo drinks for $2.00 on the freeze itself or the boxes. Customers who are interested just grab, pay and that it. Why do I need to extra step?
  
• Convenience store – how big can it get? You might just take less then 5 min to cover the whole shop

with the above three way it should be good enough. Just don't use a new technology for the seek of it

How it can be use better

• ·      Proximity marketing should be use on a bigger coverage like attracting customer within that 100 meters radius to come to your shop
  
•  Singapore – Instead of a participant shop in a shopping mall doing the broadcast, the shopping mall can do more to help their retailers to do that instead. Help them generate business and in turn help themselves.
  
• Bigger retailer like courts mega store, cold storage, NTUC fairprice where they had a bigger floor area and can have their own internal broadcast cause they got a big area and customer might have miss it by chance with so many rows of item in front of them

Most company will engage agency to run their marketing camping, so better to think hard is it workable and effective before you become their guinea pig for their trial testing of their product

Course Intereactivity

For the last few sessions, we have tried to make the class more interactive, however it seems that there is not much heat in the discussions and i thought it could be because most of us are shy, and we have yet to break the ice and know one another well enough.

Or it could be due to busy schedules and tiring workloads that we do not have time and energy to look around for media updates.

I have spoken to quite a few very well groomed classmates and they have shown me that they are highly sophisticated and knowledgeable and most willing to share their thoughts, knowledge and to comment and advise where appropriate.

Perhaps if we could list down some of the things that may be of interest, value or purpose to this course and it could spark off more ideas, more interaction and more synergy for the course. Perhaps we could all go out as a group to know one another better every now and then and we may see ourselves having another 20 meaningful associates who will keep in touch for the next 20 to 30 years.

Who knows if these interactions could breed friendships, a common and shared knowledge; some may even become friends for life, some may even be close as brothers and sisters, and then perhaps things start to change and accelerate towards achievements.

20 years from when we look back, we are going say its great having known you, and everyone else. Its great because by coming to this course, we reach the turning point where we take off to new beginnings.

Or we could all keep to ourselves in class, not say anything. Let Sir Sergio try and warm the class up every time there is a lesson, and we all sit back and take notes. At the end of the class, we bid goodbye and we conclude another day of boring life, monotonous, disappointing and disturbing.

After the end of the course, we realized that we didn't learn much, we didn't say much and we probably forgot much of the content we had in mind, and we walk away with a piece of paper printed by Temasek Polytechnic and we are going to tell the world that we are certified with a Digital Media Diploma just to show to our employers.

After 20 years, We may not even know who our classmates are. We most likely will not know their names or remember them for who they are. We sink back into the Digital Media world adding everyone we came in contact with but the truth is how real is this digital link?

Man are born alone, and most likely die alone. I see many elderly folks and sometimes i feel sad for them. And i wonder how they continue their daily life in those years which is so difficult. Some folks have so much burdens on their family and they themselves hated the fact that their family had to suffer for their sake. They may be thinking perhaps they should die, but its not up to them.

Their families may feel obligated to take care of them but at the same time it may too much of a burden and deep down inside they felt negative about their own family members. They will feel guilty and angry because there is a love and there is a burden that may be too much to bear.

Life is probably difficult for many, lets help the world and help ourselves. The glory and happiness, and the friendships can only be established now. The past is gone, the future never existed, what you do may not be what you want to do when you look back 30 years later from now.


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Meanwhile, I have a question for Jean.

Jean can i understand in detail what are the solutions that you advocate for in your line of work?

Would you have any sales kits which you can help me to visualize?

Mobile Cash From UOB Bank

I find this very interesting but i have really got the chance to try it yet or anytime soon.

But i think is a cool product. Anyone use this before can share the experience?

UOB Mobile Cash is an innovative way to transfer money securely via any mobile number. The received money can be withdrawn from any UOB ATM (without an ATM card ), credited into a UOB account, or used to top up a NETS FlashPay or NETS CashCard.

Here's a quick look at how you can begin using Mobile Cash.

more detail here 

Send - http://www.uob.com.sg/personal/ebanking/mobile/mobilecash_send.html

Receive - http://www.uob.com.sg/personal/ebanking/mobile/mobilecash_collect.html

Barcode

Do remember someone do developer a barcode scanner in IOS or android and they will get a review of what other say about the product before they decides want to buy it. Try to find it yesterday but without luck

Barcode-free supermarket scanner recognizes different varieties of apple

A Japanese supermarket scanner is able to recognize subtle differences in produce without barcodes or manual data entry. Items are 'scanned' by being placed in front of a camera that can recognize patterns from a database, letting it ignore the clerk's hands or anything else that's not for sale. Its focus on color and patterning means that it's able to distinguish between extremely similar-looking produce varieties like Fuji and Jonagold apples. It's also able to recognize text, meaning it could be used to read coupons or scan packaged food. The scanner's creators are currently working on a comprehensive fruit database and fine-tuning the scanner so it can read items more easily.

Even with this new technology to replace barcode in supermarket i think barcode is still good in logistics as commonly they are in boxes of item rather it items itself - apple, orange, ....   

A challenger brand’s story of how crocodiles do eat sharks in rivers

Refer to this documentary on YouTube:

http://www.youtube.com/watch?v=5X1OmZb-Olw

The story told by Mr Portman Erisman describing how Alibaba.com was started by Jack Ma back  in the 1990s and as a small enterprise subsequently battled with Internet Giant Ebay emerged victoriously in market share and revenue, at a time where no one thought possible.

What was even more amazing was that Jack Ma was formerly an English Teacher and manages to materialize his visions where no one else seem to even see the possibility.

Having started his initial efforts to convince his fellowmen in China where he went from point to point to seek out investor fundings across the country, he met many obstacles which left him nowhere in 1996.

He led a team again in the early 2000s, and with his second attempt to start the first worldwide internet company China. And the numerous obstacles and challenges that they face in their path was so dynamic and critical that i think their success is really a combination of not only ingenuity, but also of strategic management and perhaps lady luck in action. What i am saying here is not that the ordeal breakthrough was a lucky one; i am trying to illustrate that Jack's leadership, management and abilities was must have been extraordinary since luck in business seldom prevail.

It has been so interesting to be able to view the entire 1 hour of screening but while thinking back now, it felt like so much content was shared as if i had gone through a 2 to 3 hours screening by Mr Porter Erisman' s video screening, which i think is amazing. It is not available on the internet in full yet. Only a portion of which is being found online. However going through the full video, i believe many others like myself would have cried during the cast.

It is so well done, so touching and interesting. A video production that leaves you mesmerized and looking out for more.

http://chinapersonified.com/jack-ma/
http://www.crocodileintheyangtze.com/screenings.html

Considering the story of Alibaba, and where digital media is concerned, they are highly related and similar.
And its really up to your imaginations of it means.

The Rise of the Minions

Everyone should have notice you have been bombard by Minions from every direction after the Mcdonalds hello kitty

- Facebook shares
- Mcdonalds toys
- banana song

What have they done right to make this a virual? the song? the funny character?

I don't remember it when virual when despicable me is release last time round.