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Audio-Technica Employs Mobile Technology in Marketing Campaign at Music Live
Audio-Technica is employing an innovative Bluetooth-based mobile marketing application at this year’s Music Live exhibition to promote the new Artist Series range of microphones.
The BluRange Ranger from electronic marketing specialists, LHM Media, will broadcast a MMS message to all Bluetooth enabled devices – mobile phones, PDAs or laptops – within a 100 metre radius of the Audio-Technica stand (C50) during Music Live. The promotional message, with content incorporating full colour graphics, offers customers a further 10% off of the special offer price on all Artists Series microphones during the show, to anyone showing it on their mobile device to an Audio-Technica member of staff.
Commenting on the campaign, Harvey Roberts, senior UK marketing manager, Audio-Technica Ltd., states: “We are constantly looking to extend the reach and effectiveness of our marketing campaigns, and this innovative BluRange mobile technology enables us to communicate on a direct 1:1 basis with our target consumers at Music Live. The mobile phone is increasingly a central component of direct marketing communications, enabling the delivery of highly targeted relevant offers.”
Ian Hughes, head of sales, LHM Media, comments: “Never before has there been so many opportunities for companies to create awareness using digital technology. There are currently more active mobile phones in the UK than people, and the mobile device is becoming a key source of information for people. The Ranger will enable Audio-Technica to reach a much wider audience at Music Live, and target potential customers who might not otherwise have visited the company’s stand.”
BlueRange Ranger is a new technology, but already it has been successfully deployed for clients at numerous trade shows, and within other commercial environments, with impressive results. The system provides clients with a report showing the number of devices found by the system and that have accepted or rejected the promotion.
The 10% off mobile offer is in addition to the 20% off of rrp on the new Audio-Technica Artist Series.
31st October 2006
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