Bluetooth – the radio frequency used by electronic devices to communicate wirelessly – is starting to break through as a mainstream advertising channel. Part of the reason for this is that consumers are increasingly familiar with the technology due to most people now carrying Bluetooth enabled phones. The marketing process works by pre-loading Bluetooth transmitters with information about an organisation and their vacancies before placing these at a range of touch points with the target audience. Student unions, for example, are a prime environment for fitting this sort of technology. After viewing an ad, interested people are encouraged to activate their phone’s Bluetooth to download the available content. As such it’s a great way to encourage an immediate response from viewers while delivering an accountable, repeatable media experience for advertisers.

Fundamental to the success of such campaigns is that consumers must be offered engaging high quality content in exchange for opting in to download. As a good example, leading graduate employer PricewaterhouseCoopers recently used Bluetooth as a vehicle for getting video diaries into the hands of potential recruits. Bluetooth transmitters were preloaded with content and taken to events. The content included video interviews with current PwC employees, explaining the different roles and benefits of each job as well as the application process. Students attending the events could download the video clips to their phone to view straight away or save to watch later or pass on to friends.

Ali Recommends: Bluetooth marketing can enable your company to reach out in a novel and appealing way to students in and around campus or at external recruiting events. However, care should be taken to consider how the content will add value for potential recruits and move them on to apply.