VR in Service Marketing
In the years I’ve spent focused on services-based marketing, the ongoing debate of whether B2B or B2C marketing is more challenging has raged on. Proponents on both sides have very strong opinions one way or another, but the truth is that they are both equally challenging in different ways. B2B services unique struggles, though, could find a creative solution in VR.
With B2B marketing, you struggle with driving traffic back to a website or sales, when the conversion is often taking place offline and in person. With services, unlike consumer products where clients can go to a store and touch and feel something, you need to rely on emotional drivers, word-of-mouth and reviews.
This disconnect of creating an emotional experience with B2B solutions and services can be bridged, in part, by creating virtual and augmented reality experiences that bring the customer or consumer a deeper, more personal connection with your business.
Virtual Reality can bring a customer inside the box or out in the field, giving them the perspective of their end user in order to better understand their pain-points and problems. You can help your customer not just see or hear how your products help their end users, but also feel and experience it themselves. You can help your customers experience your company’s value in a very physical way.
For example, think of a components manufacturer who designs and manufactures parts for an oil rig. Through virtual reality, the components company can create a VR experience that helps their customers understand what happens when something goes wrong on that rig, and can show them an alternate situation in which their products can avoid disaster.
In this scenario, you’ve created an emotional experience and response.
How can you use VR/AR to better connect with your customers on an emotional level?
Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Video and Market Invention
You’ve probably heard of Market Invention, the strategic process of creating new markets through a shift in audience, category, channel, or branding. It’s the discipline behind disruption, and it rests on good communication. That’s where video comes in.
Web Design and Market Invention
Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.
Design and Market Invention
Understanding how to use—or not use—design archetypes is at the core of a well-planned Market Invention strategy. Market Invention can use a shift in brand imaging or messaging to pivot into a new market and target unreached customers.
Five Lessons From the Growing Artisan Economy
We hear a lot about the artisan economy. It’s a movement towards personalized, hand-made, small-scale production that has been gaining lots of momentum in the US. So much momentum, in fact, that artisans are taking a measurable chip out of mid-sized manufacturers. According to the Inter-American Development Bank, if the artisan economy were a country, it would have the fourth largest economy in the world. While larger sized businesses obviously cannot compete with some aspects of the artisan economy, they can certainly reflect on some of the principles that are propelling artisan growth and apply them to their own organizations.
Nonni's Biscotti owns its Market, but will it stay in first place?
Before Nonni’s came out with its first gourmet cookies in 1988, few Americans had a clue what a biscotti was. But the company presented its simple, crunchy cookies as a classier, healthier alternative to traditional American cookies, and biscotti soon became a national trend.
Social Media and Market Invention
Most businesses are still struggling with how social media strategy has changed the marketing landscape. Honestly, so are most marketing firms. If you look at the average company’s social media presence, they aren’t employing this new technology nearly as well as they could be.
Market Research and Market Invention
Most market research aims to find opportunities to grab a bigger slice of the proverbial pie. It’s a mindset – a competitive tactic – that’s been around for well over a century. Lots of companies and marketing firms use this strategy, some with pretty good results. So why do we take a different approach?