Category Archives: marketing

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4 Reasons Why Experiential Marketing with Virtual & Augmented Reality Boosts Sales

Experiential marketing—using virtual reality (VR), augmented reality (AR) and other interactive, 3D touchscreen technologies—is a massively growing field. It places your customers into a fully immersive, branded environment, delivering an engaging and memorable physical interaction.

Consumers have always expected increasingly innovative and hi-tech ways of viewing and assessing their investments. And here’s why you should consider experiential marketing, too:

1. Let natural interaction do the selling for you

Everyone loves digital interactivity. Our brains are programmed to respond to colour, movement, sound and physical interaction. The act of physically engaging with an interface has been proven time and again to increase the memorability of the content and leave a lasting impression.

At the inaugural Space Situational Awareness Conference, there was a constant queue of delegates at our stand, all of whom were keen to take a VR trip into space using the Oculus Rift.

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Tracking technologies such as RFID (radio-frequency identification) tags are already being integrated into events and experiences, allowing developments such as intelligent signage, and personalized sound, video, lighting… the list goes on. Beacons on physical objects are unlocking interactive content in a live event or retail area by linking them to the Internet of Things.

Experiences that give rise to positive emotions and generate powerful mental imagery in potential customers are incredibly valuable to any brand. Designed well, with a little creative spark, such interactions create a closer bond between the brand and the consumer.

2. Describe complexity without words

Words only go so far in describing your product’s inner workings and the components and other characteristics that set it apart from your competitors. If your business is dependent upon customers understanding and engaging with the technical or mechanical detail of what you do and what you produce, it might be time to invest in a way of accurately visualising these ‘hidden’ assets.

Computer-generated versions of upcoming projects and technologies—especially if delivered in impressive VR or AR consistently win new clients.

Why? Your customers can suddenly see your products as they function, in incredible detail. And this can now be a more inspiring, engaging and cohesive process thanks to the development of interactive digital media such as holographic projections, CGI, 3D modelling, complex photorealistic animations and interactive touchscreen technology.

The outcomes for products that are hard to visualise or demonstrate to potential customers—either because they take no physical form, can’t usually be seen in action, are technically complex, or can’t be brought into meetings—are especially impressive.

3. Make visually uninspiring products eye-catching

Humans are visual creatures and it’s often tricky to make your company stand out at pitches, trade shows and exhibitions. Whatever it is that makes your product unique may not always be immediately obvious, and it’s all too easy to fade into the background.

But showcasing futuristic technologies is a sure-fire way to grab the attention of passers-by and engage potential customers from the get-go.

We’ve developed eye-catching 3D visualisations for Aish Technologies, which accurately show how their anti-rust cathodic protection systems extend the life of submarines, comparing their technology to that of their competitors. Aish say that these visualisations will help them deliver their key marketing messages in face-to-face situations.

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At PAULEY, we’re really excited about the future of experiential marketing. Cameras and facial recognition systems can already be used to determine the gender, ethnicity and emotional reaction of audiences to content on an interactive screen. Imagine if that content could be customized to each person in a sales meeting!

4. Equip sales team to explain products accurately and consistently

State-of-the-art digital technologies – platforms such as mobile apps, Microsoft’s HoloLens, biometric recognition software, virtual reality, and the much-hyped Magic Leap augmented reality – can deliver complex experiences in ways that are reusable, repeatable and reach more customers in a cost effective way.

VR and AR experiences and demonstrations can be delivered with portable technologies. And their digital basis means that content can be easily edited and translated into different languages—useful for companies which want to use the same key sales messages globally.

The kinds of technology we’ve mentioned here have many other business applications beyond experiential marketing. Interactive content can also be used to deliver immersive training, cost-effective simulations and dynamic sales tools.

We’ve created 360-degree training demonstrations, for example, in which live video is streamed into virtual military vehicle cockpits using AR and VR technologies. This gives trainees an ultra-realistic, hands-on experience before they’re ready to engage with the real thing.

When it comes to virtual and augmented reality, the opportunities with experiential marketing are endless!

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Using Beacon Technology to Boost Customer Experience

Beacons are small, physical objects – wireless transmitters that broadcast radio signals short distances. Smartphones and mobile devices can pick up on their signals to receive content. Their use is on the rise across a range of industries.

They have been likened to indoor GPS and, using Bluetooth Low Energy (BLE) technology, beacons can communicate with and send small data packets to smartphones that come into a range of about 50-100 metres. They are low cost and require very little energy.

Within the marketing sector, beacon technology is also known as “proximity marketing” – alluding to its importance in creating timely physical context and location-specific relevance for customers.

The popularity of beacon technology is soaring as smartphones and mobile devices continue to proliferate. A recent study by AirSpace showed that 79% of the brands questioned are planning to implement proximity marketing over the next six months.

So 2015 could be the year that beacon technology hits the big time. And much of the commercial interest in beacon technology so far has come from the retail sector.

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Apple has created its own iBeacons and set out its support for the technology by installing them in all its US stores to help customers seek assistance, alert them if their iPhone is eligible for an upgrade and push information about special deals.

Technology company Iconeme are currently developing the patent-pending VMBeacon – a beacon for use in fashion retail environments. The technology has already been trialled by House of Fraser, Oasis, Hawes & Curtis, and Jaeger. It has just been launched at Ted Baker‘s store in Westfield White City, London – a first for the brand.

How does it work? Customers will need to download the free app and allow push notifications. VMBeacons are inserted into mannequins within the store. When a customer passes a beacon, a push notification is triggered in the associated smartphone app.

These alerts can provide links to the Ted Baker website, or help the customer locate where the mannequin’s garments can be found on the shop floor. The beacons also generate detailed photos and descriptions of what the customer is looking at, and this content can become more interactive too: Shoppers can create look-books, share items with friends on social media, or be encouraged to continue using the app – and shop with the brand – by receiving exclusive offers and rewards.

Beacon technology can also be helpful for encouraging active sales and engagement outside of store opening hours. Mannequins located in window displays could interact with passers-by at all times of day and night.

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Other uses for beacons in retail include automatic acceptance of tickets, loyalty cards and payments. Norwegian startup Unacast is planning to use beacons to provide brands with the opportunity to re-target online ads to consumers based on the actual items they have been looking at in-store.

Education & learning

The potential uses for beacon technology within eLearning are huge. Visitors to museums and art galleries could benefit from using a site-specific app linked to beacons throughout the venue, which could offer a much more interactive experience than traditional signage and audio guides are able to do.

Curators and educators could collate further information for each object or artwork and save it within a beacon. Visitors could then automatically access interviews, music, further description, and video, and even respond to – and interact with – the object.

You can imagine that an app would then allow users to save their favourite pieces and share them with others – turning a potentially boring school trip into a rich, rewarding and more long-lasting experience.

Achieving personal targets would also be a great way to use beacons. They could guide you around the gym for example, delivering your exercise routine to your smartphone or updating your smartwatch as you go.

Customer services

Beacons are already being used to enhance travel and transport services for passengers, especially in locations such as major international airports. A pilot scheme by Emirates is fitting beacons into luggage tags – like a kind of wearable technology for suitcases – to track baggage and help prevent loss.

British Airways has been trialling the devices at key points along the consumer journey to improve customer experience and provide useful information like boarding times. Beacons could also be used at transport hubs to notify passengers of timetable changes, delays, special deals and gate information.

Back on the high street, a Barclays Bank branch in Sheffield is currently trialling beacon technology to help its disabled customers. An application on the customer’s iPhone will recognise the in-store beacon to notify staff that they have entered the building and will require assistance.

Our tips: Making beacon technology work for you

  • Convincing users to download your app is the hard bit. Remember that consumers will download apps, but only as long as it adds genuine value to their experience.
  • Plan how you’ll keep your content fresh. A content management system will allow you to manage all the information in real-time, in a way that’s easily update-able.
  • Once your beacon system is live, be sure to make maximum use of it to gain greater insights into your customers’ behaviour, needs and desires.

We’re always keen to work with companies with grand plans for using next generation digital technologies. Get in touch to discuss your ideas and we’ll make them a reality!

Contact us for a free, no-obligation consultation today. Get in touch by calling 01908 522532 or email info@pauley.co.uk.

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Interactive Touch Screen Technology: Sell More in Store

Looking for more public engagement, an enhanced sales pipeline, and interactive content for multi-channel use in a retail environment? It’s time to get ahead of the game with interactive touch screen technology.

The growing appeal of online shopping means that retailers are pushing for new ways for get shoppers into bricks-and-mortar shops. We need new, entertaining reasons for going to stores, and more exciting product launches. The future of shopping could involve digital sales assistants, RFID-activated messages and supercharged touch screens.

Capitalising on Christmas

Mall and shopping centre operators are creating increasingly interactive experiences in order to draw customers into stores over the Christmas period.

This festive season, mall operator Macerich has launched a virtual Santa HQ in ten locations. Children can stand on a platform that determines how good they’ve been, displaying their names on “naughty” or “nice” boards. Visitors can also see their faces superimposed on cartoon dancing elves, and tablet-based augmented reality reveals rooms full of presents. Texting technology means there’s no waiting in line to meet Santa himself.

Taubman malls are also hoping to net families with virtual experiences created by Dreamworks and Disney.

At Target, creating wish lists is easy with a game-like app that reviews the toy catalogue and shares those dream items on social media. Hold an iPad over the catalogue, and the pages appear in 3D, showing more information about the products.

Interactivity coming to a store near you…

shrek1Coca-Cola recently launched highly interactive vending machines in Asia and Australia. Combining the Internet of Things (IoT) with digital signage, screens share content with customers at the point of sale, encouraging them to share their experience on social media by offering games, discounts and more.

It’s working: Beverage sales on a new digital cooler were found to be 12 percent higher than standard coolers.

UGG Australia has some incredibly high-tech outlets, with queues out of the door. The first, technology-driven concept store in Washington D.C. is a test bed for retail interactivity. Using RFID technology to trigger content on huge touchscreens around the shop floor, customers can interact with the products more than ever before.

Try on a pair of boots, and you can personalize the design of your choice, such as adding Swarovski crystal embellishments. Meanwhile, the screens will show offers, options, styling tips, relevant marketing campaigns and complementary products.

A new store “employee” at a San Jose department store knows immediately the real-time stock levels and location of all the shop’s wares. Impressive, eh? The person-sized, robotic OSHbot has a 3D-sensing camera, which can scan an item such as a screw, identify it, and guide the customer to where they can find similar products. Its built-in technologies include voice recognition, autonomous navigation and obstacle avoidance.

Other robots in development for retail include a personal robotic shopping assistant and a security guard.

BodyScanner4Elsewhere, 3D scanners are popping up. We developed such a concept here at PAULEY several years ago. As the technology continues to improve, companies such as Size Stream offer full body scanners. Each scanner has 14 sensors that take 450 body measurements in just six seconds. This kind of technology has been used to help fit medical garments, but could now start to seriously branch out into custom tailoring.

App-ealing to savvy shoppers

More and more retailers are launching their own apps, which can be used to shop on line and increase engagement in store. Macy’s recently launched Image Search – a function that allows users to take a snap of something they like and sends them similar items from the store’s inventory.

The new app from Starbucks facilitates mobile payment and keeps tracks of purchases to make it easy to track and redeem reward points. Simply click to pay and a barcode appears, which the cashier scans.

Shoppers at Tysons Corner Center in Virginia, USA, who have the center’s app now see a welcome message pop up when they enter the store. Acting like a virtual shop assistant, the app immediately answers questions via text message and asks if the customer wants their purchases delivered to their home.

Interested in increasing interactivity & engagement?

At PAULEY, our bespoke digital solutions create exciting, immersive experiences that will leave a lasting impression on your customers.

We’ll work with you to make your brand more memorable, help you visualize and demonstrate complex products, and create streamlined, shareable content for all platforms.

Contact us for a free, no-obligation consultation today! Get in touch by calling 01908 522532 or email info@pauley.co.uk.

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Project your message in style!

large part of marketing for any company is communication.  This can be communication of benefits, USP, brand values and attributes, promotional messages, communication within the company and with all stakeholders, and communication outside with customers, suppliers, associates, and affiliates and re-sellers.

One of the key elements of successful communication is that the receiver of the message truly understands as much of that message as possible. The differentiating factors in business which are the source of a company’s competitive edge are often of no real worth unless they are effectively communicated to the target audience.

All objects in the real world exist in 3D and human perception is optimised to make the best sense of information when this extra dimension is present, and yet many companies are still subject to the limitations of 2 Dimensions in their communications.  Web sites, sales and product presentations, training materials and videos, demos and show reels not only need to impart valuable information but also need to grab and hold attention, be fully understood, and to be memorised and recalled.

 
These communication routes often rely on text, audio and a series of essentially 2D images. Although programs such as Power Point allow the incorporation of a variety of communicative tools which can condense and simplify data and information to an extent e.g. graphs, charts and diagrams, there are many limitations and situations where these tools are not enough.
 
The case for 3D                                                        
 
3D technology is such that it is often only really limited by imagination……
 
3D Graphics allow companies to create virtual situations, objects, environments and a combination of these which can be viewed from any angle and can be made to operate and move as they would in the real world.  For example, 3D Modelling and Motion Graphics allow a company to show a product before it has been built, or to create or re-create a situation or environment which may not be possible in reality due to cost, risk, or safety concerns.  3D Graphics can allow an accurate working virtual model to be built which lets all interested parties clearly visualise it, and therefore gain a true understanding of it in context……….

……………For example, for  components or combinations of moving parts, design flaws can be spotted, and rectified at this stage thus saving the time and expense of making and rectifying mistakes in the real world.  This can be particularly valuable to SMEs which may have limited R & D resources and budgets and for whom mistakes could be particularly costly.  3D Models and Motion Graphics can also have data attached to and gained from them which could in manufacturing situations for example lead to more accurate machining, and assist down the line in scheduling and budgeting.

3D Motion Graphics is a new and dynamic way of presenting. It also has the edge over other media when it comes to simplifying the understating of complex interactions and relationships, ideas and concepts, and where something involves lots of technical or scientific information.  Being able to accurately and realistically see, experience and perceive how objects look, move, turn, and interact with each other in different situations, and from different angles can save time, money and provide a much deeper understanding of the subject.

 
A Realistic Option for SMEs
 
Producing 3D Motion Graphics can in many cases take the same amount of time as producing appropriate 2D communications, but the 3D Motion Graphics have more uses and can be easily incorporated into many different types and channels of communications, thus making them very cost effective over time.  In addition to the superior flexibility of 3D Motion Graphics, as Marshall McLuhan said “the medium is the message” and a company’s target audiences may perceive greater value in the message, and the company brand itself where 3D motion graphics are used.For more information about how your organisation could benefit from 3D Motion Graphics call Pauley Interactive on 01908 522532 or contact us online.

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