Mobile Marketing Watch: inMarket Rolls Out Lapsed Shopper Program to Recover Lost Revenue for Retailers
With BarLink, AMI is blending two different proximity marketing technologies. Geofencing uses the smartphone’s built-in location services to recognize when it is in an AMI location. Geofencing’s advantage is that it’s a software-only solution and can be immediately turned on in all of AMI’s BarLink-enabled locations. Beacons offer a more precise solution in those locations that have been physically equipped with a blue-tooth beacon device. Through a partnership with inMarket, the beacons enable AMI to work with third-party advertisers and mobile app vendors to broaden the reach of messages brought to patrons in AMI BarLink locations.
BarLink users will now receive targeted messages based on their app usage and offers relevant to the specific AMI jukebox location they’re attending. “AMI is committed to improving the user experience of BarLink users in AMI locations,” said Ron Richards, AMI Entertainment Network’s Chief Technology Officer. “Proximity marketing lets AMI reach out to patrons entering our locations, reminding them to use the jukebox and bringing them exciting offers to enhance the bar experience.”
If you spend a few hours at your favorite neighborhood bar, you’ll be passively exposed to dozens of advertising messages without even noticing them—a coaster bearing an energy drink logo, a neon sign for a liquor brand, a beer brand’s schedule of upcoming football games and the like. Like banner blindness in the real world, people barely register the brands they’ve seen, much less engage with them.
But that’s about to change. At CES this week, location technology company inMarket is announcing a new product to make in-bar advertising a little more engaging and a lot more memorable. Through a partnership with AMI Entertainment, the inBar ambient intelligence platform will use beacons, the most accurate geo-location technology, to deliver a personalized experience to smartphone users inside bars, restaurants, casinos and nightclubs. The rollout begins now to over 23,000 locations in AMI’s network.