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Bluetooth at Johannesburg International Motor Show |
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Bluetooth Matures at the 2008 Johannesburg International Motor Show 2008 (JIMS)
In 2006 WCIT was contracted by General Motors South Africa (GMSA) to provide a Bluetooth service at the 10 day JIMS event held at NASREC. The basic concept at that time was to install a single Bluetooth zone and to transmit a 30 second video clip to accepting telephones.
The content distributed was a 30 second video clip There were no call to action signs There was no promotion staff training The amount of awareness created about the Bluetooth zone was minimal
The results of that project were not particularly astounding and the reasons for this were as follows:
· You cannot have a secret Bluetooth zone if you are using Bluetooth, tell people about it and it will be used. · Train all on site staff to understand the medium and to encourage customers to use it Keep your messages as short as possible without making them boring ----- question raised--- does the average visitor to JIMS want a massive video clip of a GM television advert on their cell phone that takes 30 seconds to download?
We took the 2006 lessons and learnt from them. When we were contracted to provide a similar service in 2008 we approached JIMS 2008 with a few years more experience under the belt. This time round the Bluetooth project was a big success with 5000 visitors to the GMSA stand receiving a variety of Bluetooth broadcast messages. The acceptance rate of 19% out of a total of 24 000 detected devices made it a worthwhile project.
What did we do differently this time around?
· The content was designed around a cell phone not the other way round. · GMSA provided a series of photos of their concept cars that could be used as screen savers (now that makes sense) · We built a java application detailing all of their Gauteng dealership contact details. The application was small (30kb) and was downloadable onto a cell phone. No need to print reams of brochures that would just get dumped. Rather save the details on the phone, that potential customers can refer to as required. · We created a mobi site that offered further GMSA detail www.mobiz.co.za and follow the mobiGMSA link. · A lot of time was spent training the product specialists on Bluetooth and the advantages there of (if you want green communication it does not get better than Bluetooth- no paper wastage no forest destroyed) There were sufficient call to action displayed creating the required awareness.
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