Stories make a brand more engaging. Brand storytelling is one of the many ways businesses use to catch their clients’ attention and to gain momentum. Many companies in the architecture, engineering, and construction industry do this to advertise themselves online. Some use technology to gain a competitive advantage. Here’s when VR for brand storytelling enters the picture.
Immersed in the virtual world, clients tend to look and explore the digital version of a structure. They spend time to understand the design. With VR, simple brand storytelling becomes story living — and this is the next level marketing.
Knowing that VR is the future of visual storytelling, many businesses in the AEC industry must know how to harness this technology.
The challenges ahead
One of the things that businesses need to work out in using VR is the user’s freedom to personalise the experience.
It’s true — you can’t control what the person wearing the VR headset sees, and that makes storytelling a bit challenging.
Expert note: Based on our experience, people wearing VR headsets tend to look up and down first before facing his/her right to his/her left side. They check what’s behind them last.
Instead of focusing on the factors you can’t control, let’s focus on providing the best VR content for your prospects/clients.
Give them goosebumps
You are communicating with your clients in a single linear path when you present 2D photos and videos of home designs to them.
When you use VR, you are allowing them to experience the structure in an instant. Think of it as an immersive game for your prospects. Those who like it can become your future clients.
To increase conversion rates, produce an engaging VR material which gives people goosebumps.
Hyper-realistic VR materials surprise clients all the time.
“Wow, where am I?”
To get this kind of positive response (or something similar), make sensory-rich VR experiences. Engage the senses, particularly sight and sound. Guide the user as they familiarise themselves with the virtual world. Once they get the hang of it, they will explore the VR on their own.
Give the user a productive task
It’s easy to make your company enjoyable using VR because people are curious about the technology. They are eager to try it to gain experience.
If you ask us, this is an opportunity to provide them with an interactive VR environment. Interactivity allows the user to participate and makes the digital world more immersive.
Here’s an example of an interactive virtual home display where the user can personalise the interiors. Watch the video and see how this can develop a person’s interest:
The inspiration for the above video is a VR escape room. Our VR developers gave the user the freedom to customise the interior design of this one-bedroom apartment. The trial-and-error feature helps the user learn the design possibilities within this small space.
Are you interested in creating something similar for your business? Contact us to schedule a consultation with our VR experts.
Connect with your clients emotionally
When your client agrees to wear the VR headset, they open themselves to an unknown experience. The head-mounted device mutes the real world. It neutralises a person’s emotions. As a result, the viewer only reacts to the content you present to them.
Offer them sensory-rich experiences so you can connect with them on a deeper emotional level.
Use VR for brand storytelling and stand out
Showing photos and videos to your clients is ordinary storytelling. You are asking your clients to paint a picture of what you want them to see. It works, but there is a better option nowadays.
With VR, you only ask them to participate and live the narrative you planned. They have the freedom to explore the entire structure and appreciate all its features. A useful VR marketing material puts your products and services under a brighter light.
To use VR for brand storytelling effectively, take note of what you want your clients to see and how do you want them to feel.
It is crucial to plan the visuals you want your prospects to see. You don’t want to present an empty house because they won’t visualise themselves living there. Everything in your VR must go along with the message you’re sharing. Every item has a purpose; otherwise, it will distract the user.
Think about what you want them to feel once they took the headset off. In the AEC industry, we aim to please the clients, to inspire them, and to make them smile. We don’t want them feeling confused or sick of what they saw.
The ball is in your court
Now that you know why and how to use VR for brand storytelling, you must find VR content developers who knows the language of storytelling. Work with a company who can help you put out creative ways to catch people’s attention.
Here in VIZ360, we love working with people who like to get creative with their VR. If you want to partner with us, schedule a consultation. Let us discuss your VR project ASAP.