How To Use VR To Boost Your Marketing Efforts

We all know that it’s getting harder and harder to grab the attention of consumers in today’s world of constant connection and instant information. Naturally, brands are looking at how to use new technology to get ahead in the race for customers’ attention.

And VR could well provide what you’re looking for. A recent article for Content Standard explained that using VR is about “serving as the centrepiece for a truly immersive, engaging experience”.

The best way to do this is to use VR as part of a dedicated event, where your customers come to you rather than you trying to break through all the distractions in their own home.

According to the news provider, it’s about more than just providing people with a VR headset that shows them some beautiful video. While this is an important component of the VR experience, you also need to include some interactive elements in the experience.

In a retail setting, VR offers the ideal way in which to help customers visualise their purchase in their lives. This can be particularly helpful for companies selling big-ticket items, like new kitchens or bathrooms.

In travel, it’s also a brilliant way to transport people to part of a destination, giving them a flavour of what’s to come if they book that package and commit to jetting off at some point in the future. Travel VR services could be particularly effective at a travel show or event where you’re going to be trying to engage a wide audience with your offering.

If you’re worrying about how you’re going to develop this kind of experience, don’t. An article for Business In Vancouver recently pointed out that being able to develop your own in-house VR experience isn’t practical - you should outsource this specialist work.

However, what you do need is to be “open to using the technology, conversant with study cases of successful implementation, and ready to experiment”.

By embracing VR in your marketing efforts, especially at this relatively early stage in the technology’s development, you’ve got a real opportunity to stand out from your competition.

The key to VR is engagement and making sure that whatever content you produce for your customers to enjoy, it engages them.

Content Standard pointed out that one of the main benefits to using VR at an event where you can set the staging is that you can engage people across all of their senses. That can include everything from temperature changes and smells, to touch and even taste.

The website cited Boursin’s Sensorium as a great example of how to do this well. The cheese manufacturer gave people a VR headset to take them on a journey through a virtual fridge. Moving furniture, cool air, product samples and smells were all used to great effect to make this a highly immersive experience.

However, the key is in controlling the entirety of the environment. That means that this kind of use of VR is only really possible at events where you can control every element of someone’s surroundings - this kind of experience doesn’t translate to homes. Not yet, anyway.

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