Original article written by Chris Scattergood and curated from https://www.linkedin.com/pulse/b2b-360-vr-marketing-top-5-considerations-chris-scattergood
So it’s 2016, everyone has read this is the year of VR, with all of the main manufacturers bringing their headsets to market, and the world being awash with inexpensive Google Cardboard devices.
You’re a senior marketer and need to get your message out to your audience, and you’ve decided that you should be exploring VR, but where do you start?
Here are our top 5 considerations for creating effective 360 VR marketing focused B2B videos.
We need to stay focused on exactly WHAT we want to communicate, and ensure that we are using the attributes of 360 to help tell our story concisely. Just using 360 to show we have an innovative approach is a recipe for disaster.
At best your audience will wonder why they are wasting time watching the output, at worst they will wonder how you have misunderstood the technology. It is counter productive.
YoutTube’s 360 channel is strewn with such failed brand content, keep checking as you progress through design and creation that this is worth doing in 360, and that you are making the most of it.
Is this for a trade show with headsets, a Direct Mail campaign based on Google Cardboard, or just to smartphone and tablet? Thinking about how the audience will interact with your immersive content is key. Will they feel comfortable at a trade show with a device strapped to their head and long content? Even Samsung Gear VR’s (excellent quality when used with a Samsung device) are now retailing for sub £80, so don’t use cardboard on a trade stand (but maybe as a giveaway after the main experience??). There are of course great usage scenarios for Cardboard (now sub £10). Mail out to key potential customers something that will really get them talking, a 360 video/experience.
Content can be repurposed quite easily for any platform, but knowing what your audience interaction will be from the start will give you and your VR Vendor/Partner a better chance to create the most compelling experience. And probably save you money!
Keep it short and focused, often we are asked how much a project will cost per minute. VR can sometimes be quick to shoot, but takes a long time to stitch good content, to edit and create a great experience.
The single most important element is the pre filming, making sure you have the correct story to tell, and you are using storytellers familiar with the media. Time is not the measure of success, this is an experience that you want to be compelling, informative and memorable. So focus on the key points, and keep it really short, don’t let your marketing content become your product managers training video, your audience will not watch, never mind enjoy, or want to buy it.
Your VR vendor should be mostly focused on creating you a compelling interaction so they can help you with more videos rather than making the longest one to justify costs . Short and simple is the way to engage your audience with your compellingly told story.
Use sensible and illuminating graphics to reinforce your video content. CG and post production techniques enable VR creators to add informative data and illustrations to support live video, if done well by a partner who understands marketing and storytelling, (not just technology) these can really make a difference to the end product.
5. Vendor selection
Select a vendor that understands your market, Music video directors make lousy marketers, and you certainly wouldn’t want to see a music video from a B2B specialist! There are a number of solid VR Vendors in the UK, all who have the technology and the tech knowledge to implement something, so look for someone who has successfully completed video or 360 projects for brands in your sector or market, and understands your needs and the language of your audience.