CONNECTING INSPIRATION
Showing posts with label brand. Show all posts
Showing posts with label brand. Show all posts
Sunday, November 11, 2012
Thursday, August 09, 2012
Augmented Reality | What's the story? (part 1)
There's a lot chatter about Augmented Reality at the moment. But what exactly is this enchanting new technology, that a recent a Juniper Research report suggested will yield annual revenues of $732million by 2014?
How does it work?
Does it have a real future and how can you begin to explore it for your brand?
Read on…
What is it?
Like all new communication tech platforms, early adopters tend to get carried away and too technical with their lofty descriptions. So for the purpose of clarity, let's define Augmented Reality simply as: 'the process of overlaying digital content onto a real life, physical environment, when viewed through camera enabled communication devices (CECD) : laptop, tablets and of course, smartphones.
How does it work?
There's 3 basic elements to an AR experience:
1. The Real Life Physical (RPE) environment: This is wherever you're standing in the world, and what ever you are looking at through your CECD. This could be a press or magazine ad, a building, a car, a sign, a person or even just a random 'space'. It doesn't matter, it can all be brought too life.
2. The Trigger: This is the 'agent' that talks to the application software and instructs it to pull the relevant content from the Cloud or Server, and place it over the RPE in whatever way it has been created. The Trigger traditionally took the form of a Marker; a unique black and white shape that can be easily identified by the camera. However more recently, and more frequently, GPS and GPRS coordinates are being used as The Triggers. This development is behind the AR's quantum leap, from adolescence, to alpha-adult.
3. The Digital Content: This is the content that gets overlaid onto to RPE, and so 'augmenting' it as an experience. This content ranges in complexity from animated text, still photography and video files, through to 3D animated graphics, and interactive 3D content.
Where is it being used?
The question should perhaps be, 'where isn't it being used?'. Such is its versatility. AR is predominantly a marketing and communications tool; used at POS, direct marketing, collateral, events, exhibitions, presentations and increasingly to add a new level of engagement in advertising.
Yet with exciting frequency, the technology is now being franchised to improve and solve much more diverse problems such as customer service, out of home sampling (see virtual shopping video), out of store trial, gaming, travel and tourism services (see Olympic navigator video) and perhaps most important of all, medicine and health care.
The more the businesses and brands start to understand how to use the AR formula, the more we are going to see its presence in all areas of our lives
Why is it being used?
The question should perhaps be, 'where isn't it being used?'. Such is its versatility. AR is predominantly a marketing and communications tool; used at POS, direct marketing, collateral, events, exhibitions, presentations and increasingly to add a new level of engagement in advertising.
Yet with exciting frequency, the technology is now being franchised to improve and solve much more diverse problems such as customer service, out of home sampling (see virtual shopping video), out of store trial, gaming, travel and tourism services (see Olympic navigator video) and perhaps most important of all, medicine and health care.
The more the businesses and brands start to understand how to use the AR formula, the more we are going to see its presence in all areas of our lives
Why is it being used?
The million dollar question. The why? In it's early days, AR solved the challenge of delivering a fresh and seemingly break thru experience to consumers. It didn't need to be clever or solve a real problem. The magic was in the newness. But as the tech curve starts to flatten out, that space has shrunk, requiring those committed to using AR to adopt a much more creative and strategic approach.
Having created several AR projects over the last 2 years, I've always worked very closely in the planning stage with my clients to ensure the solution achieves at least one of the following:
1. solves a problem of complexity for the brand or for the consumer: (see the lego video)
2. solves a problem of scale: (see the Alstom video below)
3. Make the impossible, possible: (the Nat Geo video)
4. Stimulates a point of sale motivation in a way that no other media can (see the the Tissot/Selfridges video)
5. Makes a 2D communication experience 'genuinely' more engaging and impactful (see the Audi example)
Not forgetting of course, that any AR solution should always be built around the central themes of your brand, in 'ALL' its aspects. There's nothing more frustrating than seeing a clever AR idea that has little relevance to the brand. We call that the jelly at the party syndrome: it might look nice, but no-one ever touches it.
Here's some examples to help illustrate the 5 drivers:
1) Lego: Genius POS application that answers 1, 4 and 5.
Here's some examples to help illustrate the 5 drivers:
1) Lego: Genius POS application that answers 1, 4 and 5.
2) Alstom: Remains one of the most epic examples of AR, especially it's example of smashing through the scale barrier!
3) The famous National Geo. Some might argue that this is not pure AR, but I disagree. It's magical, enchanting, and certainly makes the impossible, possible.
4) Tissot and the virtual sampling window. Add a whole new layer to out of hours shopping and competitor free trial.
5) Always ahead of the game, VW prove how much 'more' a press ad can become with AR.
6) Calling all retailers...the potential of this needs no explanation!
Part 2 coming soon to address:
1) price vs value
2) creative development and planning tips
3) The future of AR and why you need to be exploring it now
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C73 provides complimentary AR consultancy and planning sessions. If you'd like to talk to us and a get a more intimate low down of this technology and how it can be applied to your brand, then we're here to help. Contact us here.
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Sunday, August 05, 2012
A note on getting back to the basics of Persuasion
The ubiquity of the social web and the transformation of internet access is, and will continue to have an immeasurable impact on the way we live and work.
Of course, we all know that…
But whilst reflecting over the weekend on how to keep abreast of it all, it occurred to me that while I'm investing all this time in staying on top of the channels and how to use them, am I not overlooking the other, and perhaps more productive aspect of what influences, persuades and motivates us (consumers) all to use these channels in the first place?
As digital marketers, our job is to connect customers and brands, with mutual benefits (broadly speaking). But whether that's through optimizing content for discovery through search, social influence or awareness through media isn't as important anymore, as knowing the difference between the vehicle and the outcome. And the 'why'?
What brands are in need of most today, is greater understanding of the persuasion and motivations behind social technology adoption, knowledge transfer, community behavior and collaboration. We can be tactical and scientific about SEO signals, social technologies or information distribution platforms but in the end isn't it an understanding of our customers and what influences them that helps most with the process of persuading them to do what we want them to do?
A lot of channel specific marketers over-focus on how communication platforms work vs how customers understand those platforms, or even why they use them. Whether we're reacting to customers, anticipating their needs or leading them - an understanding of what persuades them is essential, to the point of perhaps being more important. Especially today, where choice anxiety and the balance of power makes share of mind, heart and wallet much harder to attain.
So, despite looking for keywords and social platforms being used, shouldn't we also wonder why a customer uses search/social/apps etc..and what influences them to use both and in what situations? And what kind of content is most persuasive and in what contexts?
All these curiosities can be summarized in 2 questions (that I am currently developing a consulting tool around)
1) "How can brands better understand the influences that motivate customers to act in the digital and social space?
2) "What content and signals of credibility do we need to create, when and why?"
The short hand to this solution is simply to approach each and every digital marketing opportunity, challenge or campaign by asking 6 power questions about the customer groups, (note, any brand communication adventure must fundamentally start with clearly grouping the source of your success…..the customers) within the context of the task.
These questions are:
1) what do they currently belive to be true?
2) what are their objections to doing what you'll be persuading them to do?
3) what/who are their primary influences?
4) what motivates their behavior?
5) what outcomes are most attractive to them?
6) what would limit acceptance of your intended persuasion?
Profiling the information that comes from this, together with creatively translating it into a digital content plan can then be easily transformed into a holistic approach involving a mix of paid, owned, earned and shared media.
Better still, finding 'stories' that represent examples of your customer segments that have made the transition from the old to the new, desired behaviors and outcomes is a powerful starting point. Making sure the narrative follows the classic sales technique of empathizing with the current situation - or pain points as I like to call them - reassurance that the new behavior will make things better; provide practical steps to overcoming the pain, as well as clear steps to making the changes.
Once this type of content and narrative is agreed, the format of the content should then match what media you know the customer is using and wants. In other words, we flip back to what we already do vey well. The 'how' and 'what'.
Of course then there's the amplification. Whenever there's 'content', there's a need to Optimize and Socialize to facilitate the attraction, engagement and sharing. So make sure you map out how content will move customers through attraction to achieved persuasion via:
discovery
engagement
comprehension
internalization
enhancement
engagement
conclusion
sharing
In summary, there seems to be a big opportunity right now to bring insight and brand story telling into digital and social media marketing. I believe that by digging more into 'why' customers are motivated and influenced as well as 'why' they use search and social technologies, will significantly help digital marketers and brand owners to better understand how to use content and persuasive storytelling to attract, engage and inspire customers to buy.
For now, be well.
C73 is a brand communication consultancy, specializing at the convergence of traditional and digital media. We make it our business to keep you up to date with the media, content and communication essentials you 'should' be thinking about in todays multi channel world.
Monday, June 18, 2012
The rise and rise of the Content Guy
Fresh, relevant, engaging and shareable content is the biggest blueberry in web muffin right now.
Everybody wants it, few actually have it.
This rapidly emerging field of digital marketing gives the people what they want by adding value to everyday life through digestible, unique and timely websites, articles, videos, podcasts and more. So much more.
If you're in the content game, seeking support, curious to know more or looking to get started, make sure you engage a content marketer/agency/free-lance that ticks the following boxes:
1// gift for writing combined with…
2// a deep understanding of website architecture
3// search engine optimization
4// coding for the web.
Why? Because ultimately this about traffic. After all, how good is that amazing new piece of content you created if it doesn’t garner tons of high quality traffic?
Good things
C73 specializes in the planning, creation and management of compelling content, propelled with Clarity // Innovation // Value.
C73 specializes in the planning, creation and management of compelling content, propelled with Clarity // Innovation // Value.
Wednesday, May 30, 2012
5 tips for Merchants of W
So far, this year is being defined by an all too familiar request for the 'WOW' factor. Be it on an exhibitions stand, mall activation, or an event of one kind or another.
Sound familiar?
Augmented Reality, Gesture Technology, Pixel Mapping, Aqua Scripts etc…once the domain of the surplus-budgeted-brave, WOW technology appears to be gasping its way up the agenda of almost every category of client.
But 'WOW' (W) - should not to be courted or treated lightly. If not offered the respect it deserves it can - as we frequently have to endure - have the opposite effect to the one you, or your clients are seeking.
So whether you're a merchant of W, or someone desperately seeking W for an up and coming project, here's 5 tips to keep you on the right path:
1. Make sure it's relevant: As human beings, one of our most primal instincts is to seek relevance. Between our inner and the outer world. As consumers - of brands and media - it's no different; made more potent in fact by the immediacy and democratic expediency of social, digital and new media technology. Good news for us as discerning curators, bad news for brands and wannabe purveyors of W, who now need to work much harder to matter. W for W sake is short term, shallow and easily forgettable at best; annoying, confusing and resented at worst. To connect, enthrall and enchant, make sure your W is a real, believable and relevant part of your brand or event story.
2. Give it life after the event: This is really just basic commercial common-sense. By investing a little more energy at the planning stage, you can transform your W idea into a longer term part of your brand strategy. From experience, good W accounts for between 15 -20% of a project budget. The larger the project the more that amount of CAPEX is going to sting. By ensuring that your solution can live on in a broader context after the event, you'll not only be making that investment work harder, you'll also have made sure your agency or planning team have ticked that 'relevant' box.
3. Make sure it solves a real problem: Ok, closely related to relevance, but this is more a way of thinking. If W is required, brief it as a necessary 'solution' rather than a wanton 'gesture.' Scale, complexity, language, distance etc…look for axiomatic ways in which the potential impact of your project is being constrained. You'll have a much more solid platform to start planning on (and yes…increase its relevance).
4. Involve people as much as possible: Yes we've all heard the cliche: "...involve them and they'll understand". But it's a cliche for a reason. Get your W into people hands. Surround them with it. Allow them to interact, shape it and share it. The effect on impact and recall will be quantum!
5. Idea first, technology second: Always plan Bottom-up. 'Always'. Try not to be seduced into knee-jerk budget squandering by that amazing pixel mapping that's gone viral on Facebook. Or by the break through Augmented Reality application brand x has just released, that everyone's talking about. Or what about that new Gesture Based interactive window display in Shop Y? Surely that's reason to suck budget from online….(and breathe). Creating powerful, lasting and commercially sound W is no different to any other creative pursuit. And should be planned and built upon a strong, relevant and scalable idea, itself inspired by real commercial challenge or opportunity.
Sound familiar?
Augmented Reality, Gesture Technology, Pixel Mapping, Aqua Scripts etc…once the domain of the surplus-budgeted-brave, WOW technology appears to be gasping its way up the agenda of almost every category of client.
But 'WOW' (W) - should not to be courted or treated lightly. If not offered the respect it deserves it can - as we frequently have to endure - have the opposite effect to the one you, or your clients are seeking.
So whether you're a merchant of W, or someone desperately seeking W for an up and coming project, here's 5 tips to keep you on the right path:
1. Make sure it's relevant: As human beings, one of our most primal instincts is to seek relevance. Between our inner and the outer world. As consumers - of brands and media - it's no different; made more potent in fact by the immediacy and democratic expediency of social, digital and new media technology. Good news for us as discerning curators, bad news for brands and wannabe purveyors of W, who now need to work much harder to matter. W for W sake is short term, shallow and easily forgettable at best; annoying, confusing and resented at worst. To connect, enthrall and enchant, make sure your W is a real, believable and relevant part of your brand or event story.
2. Give it life after the event: This is really just basic commercial common-sense. By investing a little more energy at the planning stage, you can transform your W idea into a longer term part of your brand strategy. From experience, good W accounts for between 15 -20% of a project budget. The larger the project the more that amount of CAPEX is going to sting. By ensuring that your solution can live on in a broader context after the event, you'll not only be making that investment work harder, you'll also have made sure your agency or planning team have ticked that 'relevant' box.
3. Make sure it solves a real problem: Ok, closely related to relevance, but this is more a way of thinking. If W is required, brief it as a necessary 'solution' rather than a wanton 'gesture.' Scale, complexity, language, distance etc…look for axiomatic ways in which the potential impact of your project is being constrained. You'll have a much more solid platform to start planning on (and yes…increase its relevance).
4. Involve people as much as possible: Yes we've all heard the cliche: "...involve them and they'll understand". But it's a cliche for a reason. Get your W into people hands. Surround them with it. Allow them to interact, shape it and share it. The effect on impact and recall will be quantum!
5. Idea first, technology second: Always plan Bottom-up. 'Always'. Try not to be seduced into knee-jerk budget squandering by that amazing pixel mapping that's gone viral on Facebook. Or by the break through Augmented Reality application brand x has just released, that everyone's talking about. Or what about that new Gesture Based interactive window display in Shop Y? Surely that's reason to suck budget from online….(and breathe). Creating powerful, lasting and commercially sound W is no different to any other creative pursuit. And should be planned and built upon a strong, relevant and scalable idea, itself inspired by real commercial challenge or opportunity.
Saturday, January 28, 2012
Tuesday, January 24, 2012
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