The world of technology is ever changing, which is providing exciting opportunities for marketers! Virtual Reality (VR) is a fairly new technology in which the user is transported to another world. It provides amazing opportunities for marketers in which they can enhance consumers experience and enable them to communicate a brands message in a way like never before. It can be used as a tool to demonstrate a products attributes, features, and functionality.
Being able to interact with a product or brand not only helps sales; it is incredibly effective at getting consumers to understand a brand’s mission. Shoemaker Tom’s did this by transporting customers via VR to a remote village in Peru to partake in one of their “Giving Trips.” The company takes pride in its charitable work and their VR experience did an amazing job at communicating the brand’s mission. While sitting in a chair, the consumer is surrounded by young children that are thanking them for gifts they have just been given. It’s an emotional and memorable experience that allows the consumer to see the positive social impact the brand is making.
The New York Times has also effectively used VR to engage its audience. In May 2016, the company distributed 300,000 VR cardboard headsets and released a VR video to be viewed with them called, Seeking Pluto’s Frigid Heart. Viewers felt as if they’d been transported to the planet, providing an exhilarating way to learn about and explore a different world.
VR for Marketing
So, how exactly can you incorporate VR into your marketing? Well, the first step is to purchase the technology required for the experience. The top VR headsets still have a fairly heavy price point, which hover around the $600 to $800 mark. Thankfully, Google has released a cardboard VR headset, which cost between $1 to $10 and work with cardboard-specific aps. This is an affordable option allowing businesses to provide consumers VR experience on a large scale.
Once your business is equipped with VR technology, there are many ways to enhance your customer experience. Here are three ideas:
- Turn packaging into VR technology. McDonalds and Coca Cola did this by using packaging that could be turned into a 3d cardboard glasses.
- Develop a VR app to enhance your offerings.
- Create a 360-degree video!
With the technology continuously being developed, the ways in which VR can be used for marketing keeps changing. One of the more recent developments comes from Google. They’ve released a new take on VR in which users can paint three-dimensional pieces of art that may be hugely beneficial for designers and architects. It can allow for consumers to view 3D real-life representations of products, like housing developments and other designs before they’re actually produced. There is nothing like being able to walk through a house you are thinking of purchasing before it’s even been built.
Although incorporating VR marketing in a business model can be pricey, its impact is worth every penny. The technology is still in its infancy and with its potential already being so powerful, it’s exciting to see what the future holds.
Overall, VR has opened an exciting door for marketers and consumers alike. The world where consumers get to actually experience what they are purchasing and where brands can physically communicate their mission is upon us. It’s time for business to take note and jump on board.