Car dealers have a new way to promote their latest models while simultaneously distinguishing themselves in the ultra-competitive consumer market - the cell phone. That's right, that ubiquitous device that almost everyone owns, already serves many functions besides just talk. Now, through some clever use of Bluetooth technology, car dealers can automatically send videos, coupons, and business cards directly to the cell phones of customers as they walk into the showroom.

Dubbed "Bluetooth Marketing", the concept is simple. A special Bluetooth server is set up in the showroom, continuously scanning for the presence of Bluetooth enabled mobile devices. As soon as someone comes within range with their Bluetooth enabled mobile device, the server sends a message to the user's phone, asking if they wish to get free content from the dealership. This message could be a video brochure, a special offer coupon, an electronic business card, or other multimedia files. 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. Using a bit of creativity, the retailer can really use this technology to connect with their core customer base in a fun and personal 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.

Best of all, one of the biggest benefits of Bluetooth Markeitng over other, more 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. To that list, they can now add car shopping.