Arts Centre Melbourne launches iBeacon trial

Trial taking place during Melbourne Festival in October

Arts Centre Melbourne is trialling beacon technology during the Melbourne Festival to alert visitors to food and beverage offers from its venue.

With a flock of visitors coming to the centre during the festival, which runs until 26 October, the marketing team found an opportunity to see how the technology could be used to promote its cafés and bars, ultimately driving sales.

Using iProximity’s iBeacon, visitors download coupons from their iOS or Android phone, where it is stored in their Passbook or the equivalent app in Android. When visitors walk near a café or bar, the beacon triggers the coupon to pop up on their screen, asking if they want to redeem it.

How beacons and nearables giving marketers new customer know-how
Chatswood Chase reveals customer insights from iBeacon trial

Arts Centre Melbourne’s marketing manager, Kristen Eckhardt, said the coupon has been downloaded 378 times since it was first advertised exactly a week ago.

“That’s quite an impressive start for us,” she said. “The more we can deliver based on people’s behaviours and [use] things like geographic location, which beacon technology does, the better marketers we can be because mass media just isn’t working the way it used to.”

Eckhardt advertised the coupons through Melbourne Arts Centre’s weekly entertainment guide EDM on the back of the Melbourne Festival to help it gain traction. She also decided to avoid using an app for the trial, believing it’s easier for people to download a coupon.

Arts Centre Melbourne is also advertising the coupons on the Melbourne Festival page of its website where they can be downloaded, and has set up a system for people to download the coupons by texting ‘Arts’ to a designated mobile number.

Should the trial prove a success, Eckhardt will look at using beacon to promote the centre’s performances and shows. This would involve a mobile app that delivers push notifications and rich programs or guides.

“The media landscape is changing rapidly, and it’s no longer adequate to put an ad in a paper and expect people to come to your shows. People are expecting a much more personalised experience,” Eckhardt said. “Segmentation and targeting is, in my opinion, the marketing of the future. So we need to get smarter about how we talk to people and respond to their needs.”

However, it’s one thing to have people download an app or coupon and be alerted to offers when the time is relevant, it’s another to get them to go through with the purchase, Eckhardt said.

“How many of those [378 coupons] are redeemed is the next question to be answered. People need to actually redeem them in order for them to have that full experience. This might be the next big thing, or it might not. But I am very curious to give it a go,” she said.

“I think it’s really important for us to be at the forefront of technology, certainly as it relates to providing our customers with great customer service and also marketing our shows and performances as best we can,” she added.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in