AR to Increase Product Value and Brand Activation Through Exhibition

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  • AR To Increase Product Value and Brand Activation Through ExhibitionFAT HAH NOOR PRAWITA, S .T. , M.T.

    2017/03/26

    AR/VR SHARING, CL ICK SQUARE, BANDUNG

  • About Me

  • What is AR?The use of transparent Head Mounted Displays (HMDs) to overlay computer generated images

    onto the physical environment. Precisely calibrated, rapid head tracking is required to

    sustain the illusion

    -HITLab, University of Washington

    http://www.hitl.washington.edu/scivw/EVE/IV.Definitions.html

  • What is AR?AR is when people interact with computers by

    using objects in the physical world

    -Wheeler, University of Plymouth

    http://www.hitl.washington.edu/scivw/EVE/IV.Definitions.html

  • AR CharacteristicsCombining real and virtual images Both can be seen at the same time

    Interactive in real-time The virtual content can be interacted with

    Registered in 3D Virtual objects appear fixed in space

    R. Azuma, A Survey of Augmented Reality, Presence: Teleoperators and Virtual Environments.vol. 6, no. 4, Aug. 1997, pp. 355-385.

  • Reality Virtuality Continuum

    Real

    WorldVirtual

    WorldAugmented

    Reality

    AugmentedVirtuality

    Mixed Reality

    P. Milgram and F. Kishino, "A taxonomy of mixed reality visual displays", IEICE (Institute of Electronics, Information and Communication Engineers) Transactions on Information and Systems, Special issue on Networked Reality, Dec. 1994.

  • Magic Book Analogy

    Reality AugmentedReality (AR)

    AugmentedVirtuality (AV)

    Virtuality

    Billinghurst, Mark. Lecture 12: Research Directions, University of South Australia, https://www.slideshare.net/marknb00/comp-4010-lecture12-research-directions-in-ar

  • Hype Cycle for Emerging Technologies 2016

    Gartner's 2016 Hype Cycle for Emerging Technologies Identifies Three Key Trends That Organizations Must Track to Gain Competitive http://www.gartner.com/newsroom/id/3412017

  • Top 10 Strategic Technology Trends 2017

    Gartners Top 10 Strategic Technology Trends for 2017http://www.gartner.com/smarterwithgartner/gartners-top-10-technology-trends-2017/

  • What is Brand Activation?The art of driving consumer action through brand interaction and experiences. In simple

    terms, the key aim of these sorts of campaigns is to get consumers to act.

    https://www.linkedin.com/pulse/brand-activation-its-role-driving-consumer-engagement-naeem-azam

  • How to Activate a Brand?

    https://econsultancy.com/blog/67525-what-is-brand-activation-why-do-you-need-it/

    1. Experiential Marketinghttps://www.youtube.com/watch?v=T9qLK510-2c

    2. Sampling Campaignshttps://www.youtube.com/watch?v=Byd7mikjdtQ

    3. In-Store Brand Activationhttps://www.youtube.com/watch?v=QCITRMRVvU4

    https://www.youtube.com/watch?v=T9qLK510-2chttps://www.youtube.com/watch?v=Byd7mikjdtQhttps://www.youtube.com/watch?v=QCITRMRVvU4

  • Metrics for Brand Activation Campaigns

    1. Consumer Reach

    2. Brand Relevance

    3. Return on Investment

    4. Long Term Potential

    5. Integration Capabilities

    6. Uniqueness

    7. Amplification

    https://www.linkedin.com/pulse/brand-activation-its-role-driving-consumer-engagement-naeem-azam

  • What is the End Goal?Of course the end goal in everything marketers do

    is to increase revenue

  • But, Remember!Do not underestimate the influence of

    experiential brand activations can play shaping the future and now relevance of a brand. Brand

    activations are not meant to be measured in terms of sales made. Instead, they should be viewed as a way to generate awareness and

    visibility for a company through cultivating real life engagement experiences with the target

    consumer.

    https://www.linkedin.com/pulse/brand-activation-its-role-driving-consumer-engagement-naeem-azam

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    98% of marketers agree that

    digital and offline are merging

    -CMO Spending 2015-16: Growth on Overdrive,

    Digital Marketing Comes of Age,

    Gartner Research, 2015

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    58% of millenials expect to engage with a company whenever and whichever

    channel they choose

    -SDL, July 2014

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    The average direct mail response rate is 3%

    When you add augmented reality to direct mail, response rate increase to 37%

    - Gary Reblin,

    VP of New Products & Innovation, USPS, 2015

    Direct mail is a traditional, high reach medium that totals $45.2 billion in marketing spend

    - 2015 Annual Outlook: What to Expect in Direct and Digital Marketing, Winterberry Group, 2015

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    72% of catalogs recipients prefer to make purchase via

    online channels. Add try-and-buy and reduce the friction to purchase.

    Marketers mail 12 billion catalogs each year- Direct Marketing Association, October 2012

    Response rate for mailed catalogs averaged 4.3% in 2012- The Consumers Point of View, FGI Research, 2011

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    Disney Star Wars Weekends saw a 25%

    increase in merchandise sales of AR-enabled products

    Marketers spend $58B on sponsorships globally every year

    - End of Year Sponsorships Report, IEG, 2015

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    AR leads customers to conversion directly

    from print and measures that

    conversion accurately.

    Print ads take up nearly 30% of US marketers budgets- Direct Marketing Association, October 2012

    Yet measuring a print ads ROI is left to coupon codes, custom URLs, and guesswork.

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    3 out of 5 marketers use no tools to measure event ROI- Hubspot, 2014

    Hosting, attending, and exhibiting at events comprise 21% of corporate marketing budgets

    - Forrester, 2014

    78% of event organizers plan to

    increase their use of social media for future

    events.

    - Eventility, 2013

  • AR Market Potential

    HP Aurasma, Augmented Reality: The Next Marketing Channel E-Book http://austarlabs.com.au/wp-content/uploads/2015/12/AR-Marketing-2016-Ebook.pdf

    Company sales increase 2.5% for every 2,000 business cards passed out

    - CNN, BusinesscardABC, Freelance Folder, via Statistics Brain

    Use AR to create a lasting first impression

    and a more personal networking experience

  • AR Tools/SDK (2011)

    ARToolKit

  • AR Tools/SDK (Updated)http://j.mp/ARCompare

    http://socialcompare.com/en/comparison/augmented-reality-sdks

    http://j.mp/ARCompare

  • Project Showcases

  • Latest News About AR++

    http://paper.li/fathahnoor/1349262593#/

    http://j.mp/ARDaily

    http://j.mp/ARDaily