Nowadays, it is difficult for brands to stand out among competitors and reach the target audience. That is why marketers have high hopes for virtual reality technologies utilization in ads and sales.
Using VR in Sales and Marketing
Virtual reality confidently penetrates marketing, and gradually begins to dictate its own rules in it. VR glasses create the full impression of another world with high detail. This technology places emphasis on creating an illusion by influencing a person’s hearing, vision, and touch.
Marketers always quickly grab onto new technologies and begin to use them in advertising. Virtual forms of marketing will ensure a more advanced and involved audience providing a full sensory experience. Marketing testing conducted using VR technology will significantly save the budget. Creating a virtual prototype will take much less time. It will also increase audience reach when launching a new product. VR will allow the focus group to cover all aspects of the product, and give a lot more feedback than with offline testing.
The use of VR technology in marketing can fulfill various goals – from a story about the features of a product to an explanation of the brand’s mission. During a virtual reality walkthrough, users are no longer just outside observers – they are immersed in the advertising campaign and become part of it.
VR marketing can perform the following functions:
- The client receives a completely new perception of the property
- Increase customer loyalty and interest
- Demonstration of opportunities of products
- Infoline for the attraction of new audience
- Sales volume increase
- Wow effect
- Demonstration of complex cases
- Full immersion during the demonstration
VR Cases in Marketing
One of the greatest examples of using VR development to support the market entry of new products or services is the Volvo solution. In order to collect pre-orders for the luxury car Volvo XC90, the company conducted a virtual test drive. To do this, it created an application and branded VR glasses based on Google Cardboard.
Potential buyers were able to assess the capabilities of the car and its interior. As a result: a video with a virtual test drive gained 4,000,000 views on social networks. More than 500,000 people switched to a landing page and 40,000 downloaded the application. As a result, the first batch of Volvo XC90 was sold out in 2 days.
Another good example was Oreo’s use of VR to increase brand loyalty and sales. To show the process of creating cookies in a unique way, the company made an animated VR tour for Google Cardboard where a user travels along milk rivers along the chocolate shores. As a result, 360 video gained over 3,000,000 views and 300 enthusiastic comments on the company’s YouTube channel.
Oreo talked about the product creation process while preserving the brand’s magical legend. However, this project lacks interactivity. If the user could do something himself (change the direction of movement, stop or start the conveyor, etc.), the video would make a more vivid impression. Consumers will remember such an experience better, since they will independently participate in the process, and not act as observers.
Industry Solutions for VR in Advertising and Marketing
A virtual presentation of products and services is an extremely effective tool for communication with potential consumers regardless of the product. Whether it is a mobile app or an aircraft, VR is the best tool to portray the object. The use of virtual reality systems and 3D visualization will attract a potential customer, demonstrate all the consumer qualities of products and services (possibly not yet existing) in an original way, convey all the impressions of a real object, product or service and actually conduct a virtual test of consumer properties of the products. And, thus, stand out among competitors and reduce the cost of attracting customers.
For some product categories, virtual environment systems can be used as a virtual storefront, with the possibility for the buyer to interactively create the product he needs. These are virtual windows of furniture, cottages, buildings, cars and so on.
Sometimes, virtual reality systems and 3D visualization are simply necessary for presentations at exhibitions when the exhibit is very large and physically impossible to demonstrate (power plant turbine, aircraft, ship, building, etc.).
Fredrik Frank from the Swedish virtual reality company Odd Raven notes that VR has now ceased to be something very unusual. Shopping centers often hold presentations of new products using VR, so most comers have already “touched the future.” You won’t be surprised at the novelty of the technology, it’s time to think about the content as well. Fredrik also draws the attention of marketers to the fact that they need to use new technologies as early as possible, as this is a good way to test different options and prepare for more serious work in the long run.
SwagSoft is among the top world’s AR/VR development companies, and we are ready to help you leverage the power of VR in marketing. Making the first step in next-gen marketing is just as simple as choosing to contact us.