In the ultra-competitive retail business, car dealers now have a new tool to attract customers ? the mobile telephone. That's right, the cell phone, already being used for staying in touch, listening to music, surfing the internet, and much more, can now be used to download video brochures and special offers from car dealers and other retailers. With the help of Bluetooth technology, the dealership can easily and automatically sent multimedia content such as videos, coupons, and e-business cards directly into the cellular phones of customers as they enter or walk near their showrooms.

Called simply Bluetooth or Proximity Marketing, the idea quite unique. A special Bluetooth server is set up in the showroom, continuously scanning for the presence of Bluetooth enabled mobile devices. When a customer steps into the showroom with a Bluetooth enabled cell phone, the server can detect this and automatically send a prompt to the user, asking if they would like to receive a message from the dealership. This could be a coupon with a special offer, an e-card with full contact details, even a video brochure of a new vehicle. If the user responds with a "Yes", the file is transferred right to their phone. If the user declines, the server remembers this and won't ask the same user again in the future.

So, aside from the novelty factor, what's in it for the car dealer? Well, for one thing, it gives them a great opportunity to send customers their contact details, stored as a regular phone book entry in their cell phones. Retailers all know that their customers will more than likely shop at many different locations before making a final decision, so it's very important that prospective purchasers have the dealer's full contact details handy when they are ready to buy. What better place to have that than in the buyer's own cell phone. What's more, customers can easily pass along this "e-card" via Bluetooth to their friends and family.

Along with contact details, a video of a hot new car model could also be sent, or maybe details of a special financing offer. With a little imagination, car dealers could really connect with their customers in a fun and unique way.

Consumers appreciate the special offers they can receive on their phones, and also the convenience of having contact details right on their phones instead of having to keep track of business cards. Plus, they can always choose to opt out of this type of marketing entirely, just by clicking No to the prompts.

And finally, probably the biggest advantage of Bluetooth Marketing over traditional forms of promotions is cost. Since all transmissions occur over Bluetooth channels, there are never any fees associated with sending or receiving files. Once the initial equipment is purchased, the campaigns are essentially free to run.

Bluetooth Marketing has already been used very successfully in Europe, and companies in the United States are just starting to realize the potential of this technology. More and more people are looking to their mobile phones to do everything from taking snapshots, playing music, even surfing the internet. Now, they can shop for a new car as well.