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How to create successful
Beacon-enabled campaigns
Ravi Pratap
Co-founder & CTO | MobStac January 2015
Beacon Primer Webinar Series
Beacon Primer Webinar Series
Challenges of deploying Beacons in the real worldAugust
September
October
December
January
How to choose the right beacons for your business
How to create successful beacon-enabled campaigns
How to deploy and manage a fleet of beacons
How to integrate iBeacon technology into your app
What are beacons?
• Low-cost, low-power transmitters equipped with Bluetooth Low Energy or BLE
(also called Bluetooth 4.0 or Bluetooth Smart)
• Help mobile devices detect proximity and determine micro-location
How beacons work
Beacons don’t transmit content. Period.
• A beacon transmits a signal that allows another device to determine its
proximity to the beacon
You need an app. Beacons do nothing by themselves
A beacon-enabled app installed on
devices running iOS 7.1 (or above)
will look for beacons even if the app
isn’t active.
Android (4.3+) devices with BLE
hardware need a service running in
the background that continuously
searches for beacons.
iBeacon-enabled Apps
3rd party app Passbook
Build your own app
Today’s webinar
1. Define campaign objectives
2. Plan your beacon campaign
3. Get the messaging right
4. Measure and optimize campaigns
5. Examples of beacon campaigns
• What is the goal of your
campaign?
o Generate new business
o Encourage repeat business
o Provide an engaging experience
Define campaign objectives
• Decide on the placement of
beacons
o How many beacons will you need?
o Where should they be placed?
• Take your users into confidence
o Inform them about the presence of
beacons
o Ask for permission to access Bluetooth
and Location services
Plan your beacon campaign
• Ensure that your messages
are:
o Clear
o Concise
o Impactful
o Personalized
• Avoid “carpet bombing”
o Send only relevant offers
o Engage customers with your
messages
Get the messaging right
With every ‘wrong’ or ‘spammy’ message sent, marketers risk a
313% drop in app usage
• Constantly monitor and adjust messages
• Measure the effectiveness of your campaign in real-
time
• Use data analytics as a tool in your campaigns
• Footfalls, visit frequency & recency, heat maps
• Merchandising and marketing effectiveness
• Loyalty program utilization
• Service quality, queue abandonment
Measure and optimize campaigns
• Successful
o Hillshire Brands see 20% increase
in purchase intent
• Unsuccessful
o Arts Centre Melbourne tried
replicating a ‘retail’ approach
Examples of beacon campaigns
Beaconstac Eddystone Platform
• UNLIMITED user interactions
• Integrated with Google Analytics
• Rules-based rotating URLs
• Custom Domain
• Customer Support
