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

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I enjoyed reading your article. It all starts from creating a persona of your ideal customer. Once you understand the needs then you can ...

Ardie Cash

4 skills needed for a marketer to sit on boards

Read more

A very prestigious list. Cant wait to see who ends up in this years list. Cheers!!

Diganto

CMO50 2018 is now open for submissions

Read more

Hi, where can I read about the results of the recent Salesforce Digital Advertising 2020 report? I would very much like to look at the an...

Milla Cross

Salesforce chief strategy officer: Why it’s a transformative time for customer service

Read more

I have had that scenario with the mail happen so many times! I never thought anything of it, maybe because I have become desensitized. I ...

Diana Da Silva

Data has the power to build or burn brands - Data-driven marketing - CMO Australia

Read more

Hello! Thanks for the informative article! I would like to know how much this article https://reply.io/sales-emai... objectively reflects...

Zhanna Partfinenkova

Salesforce chief strategy officer: Why it’s a transformative time for customer service

Read more

Latest Podcast

More podcasts

Sign in