Introduction to Marketing AR Campaigns
Immersive technologies, and more specifically augmented reality (AR), are here to remain. When done appropriately, AR could be one of the charming and immersive ways to market your brand and business, but not all campaigns achieve this. Why? Well, it was never promoted well enough from the beginning. Mature technology means brands and agencies can not solely depend on the magic of the medium to drive word of mouth or generate traction.
Prioritizing PR from the Start
Create a marketing plan right from the very starting, right after the project transient has been written. This will be sure that channel planning, messaging, comms, and PR could be inbuilt tandem along with your AR experience. This is significant for a technology like AR, where there’s additional education to be done along with your audience. Nuances like how the experience will perform on different devices or in several locations, and the right way to interact with it, need communicating appropriately.
The Importance of Great Assets
Seeing is believing with AR. So, as a part of your marketing plan, be certain that you’ve got great visual assets when it’s time to launch. Typically, this implies having a well-shot video of the experience produced from a mixture of over-the-shoulder style footage and screencaps to showcase the more intricate details of the user journey. Likewise, gifs and shorter-form content are quick ways of highlighting specific moments inside your AR for journalists and using them on social media when it’s essential capture attention inside a tiny window.
Segmentation is Key
Generating PR out of your AR solution is hard at the most effective of times, so give your campaign the most effective likelihood of getting covered by segmenting your outreach to focus on specific verticals and trades. An excellent PR agency should advise you on this, but for those who’re doing it in-house, construct this into your campaign planning. If you’re an agency working with a client and also you’re putting out a joint press release or media alert, ensure there’s no overlap between their targets and yours.
Leveraging Your Internal Team
An often-forgotten channel for extending the reach of your campaign is your personal team and your partners – be certain that you’re leveraging these folks to drive broader awareness. Before launch, transient your team and share screen recordings and breakdowns of the campaign so everyone’s aligned and enthusiastic about sharing the AR experience at launch.
The Launch is Just the Start
Once the campaign period is over and also you’ve generated as much awareness and traction from the initial launch as you possibly can muster, don’t stop there. Create case study content, internal resources, and submit the AR solution for speaker slots alongside clients and partners to speak through the execution and the way the outcomes were achieved. Awards can be one other type of validation and awareness in addition to an awesome catalyst for constructing client and partner relationships.
Conclusion
In conclusion, marketing AR campaigns requires a well-thought-out plan, great visual assets, segmentation, leveraging your internal team, and never stopping after the launch. By following these steps, you possibly can create a successful AR campaign that drives awareness and traction on your brand and business. Remember, the launch is just the beginning, and with the proper strategy, you possibly can extend the lifetime of your campaign and achieve your creative and business objectives.
