When you hear “Virtual Reality”, what comes to mind? For many, the idea seems like something very foreign. What if I told you that the technology can even be used in product catalogs, what would you say?
I understand that this may seem like something out of the reach of many small and mid-sized companies – or even your department – but, I’m going to show you that Virtual Reality (or VR) is something a lot more tangible than you imagine.
Understanding Virtual Reality
Leaving technical explanations aside, we can say that Virtual Reality is nothing more than creating an artificial environment through a 3D computer software. This “reality” is simulated to the user in a way that he or she has a real experience with the product or service.
Samsung, for example, entered the VR market with Virtual Reality Glasses (Gear VR). The entertainment industry released various simulators where we can ride a roller coaster without leaving home. The architecture and the automobile industries also started using the technology and have been finding various benefits of using the 360º views made possible by Virtual Reality.
Ok, you probably already knew all of this but, how can we bring VR to our marketing activities and use the technology in product catalogs?
Its VR and Product Catalog time
Before anything else, you’ll agree with me that marketing is all about the experience. Bringing companies and customers closer is something extremely challenging in a world where we are constantly being bombarded by new brands and products. The questions that hounds every marketing professional is: how can we provide user experience and stand-out?
To answer this question, let’s imagine we’re at a business expo with hundreds of industry competitors that are doing everything in their power to attract the same people you’re trying to attract. Attendees, receive an array of information and leave the event with various bags filled with folders, brochures, and catalogs.
Since marketing is all about the experience, your job as a marketing professional is to make your target audience experience your brand from your exhibition stand to, of course, the product catalogs that are given to them.
Suppose that you have a catalog from a furniture manufacturer with beautiful pictures and great textual descriptions. Now, imagine that the pictures jump out at you and you can visualize each piece of furniture in 360º as if in a touch of magic, those pieces of furniture are right in front of you. Without a doubt, this won’t go unnoticed.
The spectators (in this case, those with product catalogs in hand) want the whole product/service experience that your company is offering, right? Well, with Virtual Reality technology, through an app installed on a smartphone, the simple act of looking at a catalog will immerse the public in your brand. So write down this golden rule:
Product catalogs should evoke emotions
There’s no doubt that when the brain perceives something as real, its a lot easier to increase the audience’s interest and engagement. Using Virtual Reality in product and service catalogs, the company is putting in to practice the old “show me, don’t tell me” adage. Instead of text describing the details of what you’re offering, people will be able to see, with their own eyes, each characteristic and feature of your product or service.
The feeling of being able to make the product or service being evaluated jump out of the page, so close to the client, makes the experience a lot more real.
Furthermore, being able to see the characteristics of the product (instead of just reading it in the descriptions), makes the consumer much more sensitized and more apt to make his or her own evaluation of the details that in traditional catalogs, are only described.
All of this immersion brought to product catalogs by Virtual Reality makes the audience feel much more attracted connected to what your company has to offer. Because of that, giving your target audience a virtual experience means providing them with the ability to see, and feel, what you have to offer.
Most of the time, people will forget what you’ve said, but they will never forget how you made them feel.
Want to learn more about using virtual reality in product catalogs? Reach out to us! It’ll be a please to hear from you. Also, feel free to share this post with all your friends and colleagues.