HOW IT WORKS

A ´Beacon´ is a physical object, about the size of a match box, that is hung in a room, e.g. in a store or a museum. The Beacon is wireless: it is battery-powered and uses the most recent Bluetooth low energy technology. A Beacon sends a ´push´ message to the smart phone or tablet of people passing by, making an offer to entice people into a business, directing and guiding them, or advising them about their physical surroundings.


Those wanting to deliver a message via Beacons simply set up a “Card” using a template on the Hip Pocket website (www.hpmarketing.com.au). They can create a pop-up message (“headline”) for users to “swipe” exposing the Card, which can contain an image, written information, and a link to a website, ordering portal, or payment page. This message is then assigned to a Beacon which is told to notify users who are Far (up to 70 metres away), near or in immediate proximity of the Beacon. Businesses and individuals who use Hip Pocket to create cards and assign them to Beacons can change their messages as often as they like, simply by signing up for a plan that best suits the number of changes they feel they will want to make in a month. Changes are made by simply updating or creating a new Card through the Hip Pocket website, and assigning it to the nominated Beacon. Changes are almost immediate, allowing the business to deliver their messages in real time.


Users download the Hip Pocket App (which works with both iOS and Android smart phones and tablets), and leave Bluetooth switched on. Apart from downloading the App, they need do nothing special other than go about their daily activities as normal.


Beacons use Bluetooth low energy proximity sensing to transmit a message picked up by the phone carrying the Hip Pocket App. The message is used to determine the device’s physical location and trigger a message which pops up on the user’s phone. This is a headline to pique the user’s interest. They can then swipe the message on their phone to see more and engage with the offer, which will be immediate to their proximity – that’s why it is called proximity marketing, and is more relevant in terms of time and proximity than any other form of advertising. Messages can even be customised to regular users.


As users travel around with their smartphone or tablet with the Hip Pocket App installed, whether it be from place to place, store to store, or within a single premises, they will receive a message from the closest beacon, giving them more context or information about their surroundings.


Beacons can be used to entice you into a shop with a special or even personalised offer, help you find your way through a museum or even a whole city, provide you with information about products you are looking at in store, and even help you order your favourite burger and drink when dining in the local café.