Tag Archives: VR

Let’s Get ‘Phygital’

Print and digital. Digital and print.

These two forms of marketing, once separate, are now (combined) the key to what could be a powerful integrated marketing strategy, especially as postal rates and paper costs continue to drive up companies’ budgets. While it’s instinctive that organizations looking to slash operational spend decrease print and postage costs, print is still preferred by 60 percent of customers.

How do you find perfect harmony between managing rising print and mail costs while still maintaining an excellent experience for the consumer?

The answer, according to Matt Swain from Broadridge, is choice.

He posits in this article that organizations are “in a position to create a more strategic alignment between their print and digital communications” by going “phygital” – combining print with digital.

 

As businesses look more favorably at incorporating integrated marketing campaigns into their strategic plans, many are redesigning their print communications in order for them to complement their digital counterparts. Part of this move includes bridging the gap with technology.

QR, AR, VR and more allow businesses to introduce themselves and their products in a “paperless” way. We’re seeing these technologies drive customer engagement and strengthen customer-business relationships. Plus, the use of this technology may qualify your business for an upfront 2 percent USPS postage promotion discount that is in effect for 2019. Not to mention, combined with a high-impact dimensional printed format, the engagement level of each marketing campaign which includes these technologies increases.

Think Outside the (In)Box: 5 Print Trends to Take Advantage Of

Where did January go?

As we continue to execute our 2019 marketing promotions and campaigns, there is no better time to revisit (and rethink!) your business’ print communications. Is your collateral giving people what they want? Does your team have clear priorities spelled out from the beginning?

If you answered “no” to either of these questions, keep reading for some tips on how you can ensure your brand communications aren’t missing any opportunities for business.

  1. Plan, plan plan. Is your warehouse overflowing with inventory? Or maybe you’re nervous to try dimensional print because of the barriers to entry? It helps to have a clear plan. By starting with the end in mind, you’ll be able to print only what your team needs, thus reducing inventory, waste and long-term costs.
  2. Get physical. Provide your customers with an immersive and interactive experience when they open your direct mail piece, invitation or campus flyer. More and more, the printing industry is getting increasingly creative with everything from packaging techniques to Virtual Reality. Cut through the noise of overflowing inboxes and standard postcard mailers to not only capture your customers’ attention, but their hearts, too. 
  3. Don’t ignore the double dippers. These are the folks who receive both paper and digital communications. Statistically, many of these consumers are younger and, though they’re the most likely to go paperless eventually, are still open to the idea of receiving hard copies and snail mail. Take advantage of this market.
  4. Convenience is key. According to a poll by Keypoint Intelligence-Info Trends, customers said the best way for marketers to improve their print communications is to make them easier to understand. Instead of worrying about providing customers with every detail about your business, consider streamlining your marketing and focusing on one single “story” per piece. Not only does this cut out unnecessary detail, but it also makes your marketing easier to digest. Oh, and please, please remember to include a clear call to action.
  5. Prioritize, then execute. Perhaps a complete overhaul of your marketing strategy is in order, or maybe it just needs a fresh pair of eyes. Whatever the case, re-positioning your brand strategy allows businesses to start from scratch and execute on your priorities. How do you want customers to feel when they see your marketing communications? What action should they take after receiving it? These are all great questions to ask yourself and your team (if you’re not doing so already). They’ll encourage you to set clear goals for the year and inspire more detailed, thoughtful game plans to achieve them.

3 Ways Intelligent Marketers Use VR

Have you been thinking about incorporating virtual reality into your next campaign? Gartner predicts that virtual reality marketing is positioned at a vital transition point. The New York Times recently distributed more than one million Cardboard Viewers to Sunday print subscribers and Google Cardboard has been downloaded roughly 10 million times.

If it’s your first time experimenting with how VR can transform your business, here are a few tips to help ensure your message (and your brand) resonates.

Think mobile.

Rather than creating long-form narratives or experiences that require users to sit with a cumbersome headset on their heads, consider shorter, more digestible content for today’s consumer. VR headsets are getting lighter, sleeker and have replaced built-in screens with smartphones.

Creating short-form branded experiences that can easily be shared can get people interested in what you have to offer.

Recognize that storytelling still matters.

Like with all of your marketing efforts, VR should be chosen because it’s the best medium to tell your brand’s particular story. With technology, people like to get wrapped up in whatever is new and trendy, and often forget that the content is still the driving force behind its success.

Avoid falling into the trap of believing you can produce anything for VR and have it meet your marketing objectives. Rather, create branded content specifically formatted to fit the platform and consider how both will help you to move the needle.

Don’t forget the other senses.

The truly compelling part of using VR is that it can create a world that isn’t really there. It’s virtual. And while visual content is often the focus for most companies’ marketing teams, it shouldn’t be the only one.

The best marketers determine how to engage multiple senses, whether it’s Marriott incorporating the sound of waves to their virtual beachside getaway or Game of Thrones blasting cool air, creating the feeling users were being hoisted up 700 feet to the top of the Wall at Castle Black.

The introduction of inexpensive virtual reality headsets has made it possible for brands to deliver the ultimate experience to consumers. Structural Graphics offers virtual reality headsets that ship flat, assemble in seconds, and are fully customizable! Our SleekPeeks VR Viewers provide a complete immersive experience, sturdy design and high quality lenses. Click here to try one for yourself!