remco bron (inbeacon) op het cross media café media xperiences
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O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T
O F F L I N E T O U C H P O I N T
P E R S O N A L P R O F I L E
A P P
E X T E R N A L S Y S T E M S
K E Y S TAT S
2.300.000 visitors 232 beacons 5 beacon networks 6 types of beacons 3 different apps 8.622.816 interactions
Long-range beacons
300 meters30 meters
regular beacon
long range
beacon
? ? ? ?WTF
L O N G R A N G E N O T I F I C AT I O N
Average notificationopen rate 22%
65%
27%
08% notifications at info points
open rate 19%
promotional notifications
open rate 13%
notifications about ships
open rate 26%
T H E R I G H T N O T I F I C AT I O N
71.863336.919
Opened
Notifications se
nt
71.863
Notification opportunitie
s
Beacon interactions
336.9198.622.816
22%
T H E R I G H T N O T I F I C AT I O N
E F F E C T O F T I M E & S O U N D
+27% increased open rate
BOAT HORN NOTIFICATION
DEFAULT NOTIFICATION
D I S T R I B U T I O N
Veemkade
Central Station
Kop Java Island
Java Island
Music MarinaIJplein
SAIL Village
Veemkade
Central Station
Kop Java Island
Java Island
Music Marina
IJpleinSAIL Village
Popular routes
R O U T E S
19%65% 69%
66%
45%
100%
83%55%
34%
visitor distribution
68%$ Veemkade$
15%$ Hamerkanaal$
17%$ Pont Marina$
Vertrekpunten$
V I S I T O R B E H AV I O R
+41% of SAIL visitors used
local bars and restaurants
VISITS TO BARS & RESTAURANTS
iBeacon network
W A N T M O R E ?
I N B E A C O N . N L / S A I L
iBeacon showcase
Ship info notifications
48.673
Notifications sent
Notification opportunities
71.863336.919
2.300.000 visitors
232 beacons
5 beacon networks
6 types of beacons
3 different apps
8.622.816 interactions
EVENT PROFILESAIL Amsterdam is the largest public event in the Netherlands and the largest nautical event in the world.
Every five years, in excess of 600 ships navigate along the North Sea Canal before mooring in Amsterdam.
The 2015 edition of SAIL Amsterdam was enjoyed by 2.3 million visitors over a period of 5 days.
SAIL was the backdrop of an un-precedented beacon implementation, powered by inBeacon and partners.
THE POWER OF BEACONS What made this beaconimplementation unique?
KEY STATS
300 meters30 meters
Long-range beacons Deployment of long-range beacons on ships. When the ship sailed in range of the public they received the proximity message at the right time.
regular beacon
long range
beacon
Beacon networks To gain a greater coverage five private and public beacon networks on the SAIL terrain and in Amsterdam were deployed.
These include the Amsterdam Beacon Mile, SOWIFI, Exterion Media, SAIL long range ship network, and the SAIL event network
UNDERSTAND THE VISITOR Discover the anatomy of a SAIL visitor
one day visit
two day visit
three or more days visit
70%
16%
14%
FOLLOW THE CROWD When do people visit and what routes do they take
Veemkade
Central Station
Kop Java Island
Java Island
Music MarinaIJplein
SAIL Village
Veemkade
Central Station
Kop Java Island
Java Island
Music Marina
IJpleinSAIL Village
number
of notif
icatio
ns
80%
71% iOS 29% Android
47% Bluetooth on
68.664 installs
SAIL app
Situation matters How does the context of the visitor affect the open rate?
29%!OPEN RATE
25% OPEN RATE
SAIL-in parade people stand still to look at the ships sailing by
SAIL event people walk around to see the ships in the harbor
Find the right moment When you send is just as important as what you send. Make sure when you send a notification people are ready and able to receive and read it.
Average notificationopen rate 22%
Sound matters Wat is the effect of a different notification sound for the same message?
Find the right sound People are getting used to the usual notification sounds of our phones. Try something different and get a lot more attention.
+27% increased open rate
BOAT HORN NOTIFICATION
DEFAULT NOTIFICATION
19%
65% 69%
66%
45%
100%
83%55%
34%
supporting partnersevent partner
technical realisation participating partner
Visi
tors
per
day
per
hou
r
Java IslandVeemkadeCentral StationSAIL villageMusic Marina
Popular routes Visitor distribution
visi
tors
per
loca
tion
per h
our
wed thu fri sat sun
? ? ? ?WTF
THE RIGHT NOTIFICATION What notifications are most popularTypes of notifications sent
65%
27%08% notifications at info points
open rate 19%
promotional notificationsopen rate 13%
notifications about shipsopen rate 26%
C U S T O M E R P R E F E R E N C E D R I V E S S C R E E N S
R E D W I N EW H I T E W I N E
C U S T O M E R R E C E I V E S P E R S O N A L R E C I P E
R E TA R G E T I N G AT 6 . 0 0 0 T O U C H P O I N T S
O N L I N E I N T E R A C T I E W I T H P H Y S I C A L T O U C H P O I N T S
6.000 touchpoints in The Netherlands
Interactions in a different apps
Conversion measurement
UW SALDO: 2984 PUNTEN
N O W L O O K I N G F O R PA R T I C I PA N T S
L A R G E S T B E A C O N N E T W O R K I N T H E N E T H E R L A N D S
O F F L I N E T O U C H P O I N T I N T E R A C T I O N M A N A G E M E N T
O F F L I N E T O U C H P O I N T
P E R S O N A L P R O F I L E
A P P
E X T E R N A L S Y S T E M S