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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in