In the 80s virtual reality was all the rage. No video arcade was complete without its very own VR set up which avid gamers flocked to in their droves. After that…Well, it fell off the grid. Until now that is. Tech-savvy B2B firms looking for new ways to engage with their audiences are already starting to harness the benefit of virtual reality marketing – thanks in part to the metaverse.
If all this sounds a bit too sci-fi for your brand, think again. VR marketing is happening and now is the time to get involved. Wait too long and your competitors will lead the pack, leaving you to play catch up.
Virtual reality marketing in numbers
Here are some VR facts – courtesy of Finances Online – that could well convince you to revamp your marketing strategy.
- Even in 2020, the virtual reality market was worth an eye-watering $6.1 billion – a figure that has grown year-on-year since
- Major social platforms – like Facebook – and big brand names such as Sony led the way with VR headsets two years ago
Consumer interest in virtual reality headsets has increased too – showcasing an impressive 92.1% year-on-year growth in 2021.
If the world’s biggest platforms and brands are investing in virtual reality marketing – not to mention the consumers they serve – then B2B brands should consider this a wake-up call and revise their marketing strategies.
Virtual reality marketing: how should your business use it?
We’ve talked a lot about growth but the bald truth is this: VR marketing is still very much in its infancy – which means brands are still grappling with the technology in an attempt to understand its benefits.
Used correctly VR can:
- Help brands showcase their offerings more effectively
- Build better emotional connections with prospects
- Minimise workload – taking pressure off of teams
- Create interactive and engaging experiences
- Be used to organise events and shows
Augmented reality marketing vs virtual reality marketing
Virtual reality replaces your vision of the world with a pre-rendered one. Contrastingly, augmented reality lets users overlay images onto the world around them – creating an arguably more immersive experience. As with VR, AR relies on high-tech peripherals like the Microsoft HoloLens – or even the user’s smartphone.
Big retail brands often use AR to help prospects make buying decisions without entering the store – instead super-imposing images of the furniture they want into their living space (clothing isn’t off limits either).
Virtual reality marketing in practice – three real-world examples to inspire you
#1 Fancy test driving a car without leaving your home? Well, now you can
It’s a dreary day outside but you’ve got your heart set on a particular vehicle. Or maybe your car’s (ironically) given up the ghost – meaning you can’t get to the showroom. Imagine being able to overcome these challenges by test driving your car from the comfort of your living room instead!
Well, that’s exactly what Volvo did when it launched the XC90. Using their phones – and a Google Cardboard – users could step inside and embark on an adventure replete with revolving landscapes. It really was the next best thing to being there – and a prime example of how virtual reality marketing at its best.
Using the app and headset users could:
- Experience the XC90 without getting in the car
- Look around using the Google Cardboard mount
- Feel like they were sitting in the driver’s seat
Although commonplace today, in 2014 this campaign helped pave the way for future brands that now deliver similar experiences.
#2 Plan and preview your event – all without visiting the venue!
Planning an event can be time-consuming. You have to travel to the venue – then spend time in the room to see if it meets your requirements. Worse still, you might find it unsuitable. Never mind – there are five more venues on your list and it’s not like you have a business to run or anything.
If only you’d known about Marriott International. Their tech-savvy team have been using virtual reality marketing to help customers preview their room set up without even crossing the hotel threshold. Think how much time and money this saves.
Using a VR-powered headset users can:
- Preview a range of customised room set-ups
- Look around in glorious 360-degree 3D
- Try before they buy
By allowing customers to preview venues before committing Marriott automatically become a better choice for businesses with limited time – and who can’t get the same service from rival chains.
#3 VR goggles made from…cardboard? McDonald’s clever 2014 virtual marketing trick
In 2014 the clever marketing folk at Mcdonald’s came up with a novel idea. They’d create a limited run of Happy Meal boxes kids could use by tearing out a designated part of the box – which could then be used in conjunction with a smartphone to create a VR headset.
Only 3,500 were created with the rollout occurring exclusively in Sweden. If you can get past the idea of putting a pungent-smelling box over a child’s head the idea has some allure. The device allowed participants to partake in a series of interactive games, many of which were educational.
In this case the VR headset:
- Provided an immersive experience that transcended the McDonald’s brand – showing the fast food chain as an educator that cared about the welfare of its younger clientele.
- Gave families with younger children an additional reason to visit – resulting in more footfall and sales as a result
Conclusion
VR marketing is far from new and has been on the rise for a number of years. But firms are still trying to fathom how to lever results from the technology and that’s good for your business because it means you still have time to establish your brand in the virtual reality space while it’s still growing.
Is virtual reality marketing right for all B2B organisations? Absolutely not. That’s why you should contact us to discuss your requirements. Using our experience we’ll find the best way to build engagement for your brand and generate more ROI.
