I have tried to ensure that my clients use their Bluetooth Marketing systems in a way that does not annoy those members of the public that may not wish to receive messages. I suggest the use of Posters or TV screens to alert people to the fact that an offer is available. I encourage the use of special offers that are unique to the medium of bluetooth marketing and also encourage my customers to limit the range of the device to 10 meters or less. The range throttling not only improves the rate at which people get the message, it ensures only interested parties get it.
The call to action, whether a poster or Screen should prominently display the Bluetooth logo, tell users to turn on their bluetooth, tell them the content will be free and tell them what the content is.
I generally encourage my clients to use either long text or animated gifs as the delivered content. Text files have the advantage that a very large amount of information can be included in a quite small text file. Most phones now will highlight the phones numbers, email addresses and web addresses that are included in the file, there by closing the circle or retail shop to phone to web. This is useful in the real estate trade where users can receive a list of properties with links to the property site. When the link is clicked, the phone will use it's own browser to view the page. Obviously, the client has to ensure that the web site pages will display properly on mobile devices.
Animated pictures (slideshows) are great for brands where it is important that all advertising looks the same. I have done campaigns for Four Star Pizza in Cork and meteor and others, and the branding of the content was key.
The meteor campaign also included a video being sent from 6 sheet bus shelters that was produced by their media agency. It worked quite well and tied in very well with their Christmas advertising campaign across multiple media channels.