Developing a Virtual Presenter Marketing Strategy
When was the last time you heard someone say -- it stopped me in my tracks?
Between our smart phones, tablets, gaming consoles, movies on demand, (not to mention ever escalating Super Bowl half time shows)—we’ve just about seen it all.
Stopping power has become a rare commodity, especially in the marketing world. That’s why you need to use it wisely.
At PRSONAS, we stress to all our customers that the smart virtual presenters we create have options far beyond dumb or looping virtual signage. Our units are tools of engagement with proven stopping power and superior, detailed customer journeys including analytic tracking (nothing dumb about that). You can place and program them in endless ways.
So consider these key elements when building a virtual presenter marketing strategy:
1) Maximize your stopping power. Once you have the ability to stop customers in their tracks, think location, location, location. Consider stores, events, malls, trade shows—the list goes on. Ask yourself what’s the best spot in the physical world to engage our customers and go for it!
2. Define the end user experience. It begins with the greeting. PRSONAS smart virtual presenters have motion sensors to detect when a consumer approaches. We always suggest that clients keep this initial interchange short and sweet—less than 20 seconds. Next, consider the rest of your story. What additional information can consumers select to receive via the touch screen interface? Product information and customer testimonials are just a few of the options. What should the unit say when someone walks away? What languages should the virtual presenter speak?
3. Graphics / videos. What graphics and video content should the smart presenter deliver as part of the end user experience? (We’re back to your brand or product’s story and how to tell it best.)
4. What is your CTA (call to action)? Do you want the virtual presenter to directly conduct commerce transactions? Should they deliver specials, offers, or discounts to consumers? What “lead capture” information should you ask for (name, email, phone number)?
5. Using analytics: What are the goals for number of interactions, duration of interactions, conversions (from the CTA). What offers do customers respond to the best? How can you use the analytics collected for future campaigns and A/B testing?
Can your marketing agency help you answer these questions and develop a virtual presenter marketing strategy? Many can. A number of agencies now have experiential groups that focus on new technology like smart virtual presenters.
Just remember, engagement, not digital signage. And no wardrobe malfunctions, please. Been there, seen that (yawn).
So how could you use a virtual presenter marketing strategy to increase the stopping power and engagement for your brand?