Marketing VR products and services - The good, the bad and the ugly.
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A brief overview of my talk from Develop:VR on Dec 1st.
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Marketing VR products and services - The good, the bad and the ugly.
- 2. Techniques Being Used to Market VR Products and Experiences
- 3. Then Vs Now
- 4. Then
- 5. Now
- 7. Product – What does the customer get? HTC Vive gave user an opportunity to do something new. Walk around in VR with room-scale tracking. Eve Valkyrie provided the chance experience something that was already fun in a brand new way. PSVR allowed access to VR for consumers with existing hardware.
- 8. Price
- 9. Placement & Distribution • Oculus stock anger – not putting the consumer first
- 10. Promotion
- 11. 27% of survey respondents have not heard of virtual reality headsets. Only 11% have used a VR headset. Digital Trends Autumn 2016, Mintel Survey of 2000 ‘internet users’ aged 16+
- 12. Events & demos Staff are key! Predict customer response and plan accordingly
Notes de l'éditeur
- I’m Bertie MD of Virtual Umbrella, a marketing agency that works specifically with the virtual reality industry If you’re doing any tweets, please to tag us.
- Today I’m here to talk about some of the techniques being used to market VR products & experiences. I’ll start by talking about how things used to be done compared to now, then I’ll get into more detail and apply a bit of marketing theory to current marketing efforts from VR companies. You’ll notice most of this centres around the big three headsets. Whilst this was not my original plan, being the most high profile. They had the biggest amount of evidence available.
- Minimal activity outside of small communities like Oculus Share, relying heavily on industry press for traction, small amounts of social media activity.
- Mixed reality filming, large budget advertising, creative and press campaigns, very aggressive pay-per-click marketing, beautiful design, heavy social media and retail distribution & POS. Hope & Glory PR, Unity.
- The basics of marketing theory are built on 4 major pillars. Product – The features of the item you’re selling, what value it provides to the customer Price – The actual cost of the product. Place – How and where your product is sold, distribution channels, retails, etc. Promotion – Social media, public relations, advertising, experiential
- Palmer making out the Rift would be around $350, turned out to be $599. Josh Farkas – Cubicle Ninjas – #1 app on both GearVR store & Steam VR section.
- Oculus store is GearVR is shit. Bad analytics & very tough to do deeplinks / digital marketing. Airgap between marketing to consumer & selling. Retail. POS in stores. PSVR controversy. Every VR headset has had stock problems due to companies being bearish on the VR market. Nobody has been brave and demand has continually outstripped supply. Not cool like Snap’s spectacles because there isn’t more and it’s not easy to get them.
- Promotion – Social media, public relations, advertising