ar to increase product value and brand activation through exhibition

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

Gartner’s 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=T9qLK510-2c

https://www.youtube.com/watch?v=Byd7mikjdtQ

https://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


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.


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


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

channel they choose

-SDL, July 2014

AR Market Potential


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


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 Consumer’s Point of View, FGI Research, 2011

AR Market Potential


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


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 ad’s ROI is left to coupon codes, custom URLs, and guesswork.

AR Market Potential


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


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

ar to increase product value and brand activation through exhibition

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