How Can You Increase the Shelf Life of your Direct Mail?
AR (Augmented Reality) technology, offered by software companies such as Aurasma and Blippar, is a perfect example of how offline and online can work together in perfect harmony. Printed material demonstrates this exciting experience at its best.
Using visual recognition technology, an AR app interacts with the embedded content, such as videos and web pages. As with QR codes, it is crucial to ensure the landing page is mobile friendly.
How Does AR Work With Direct Mail?
From the reader’s smart phone or tablet, the AR app works by recognising trigger shapes or markers on the mail piece. Images can then be brought to life by video. From there your reader can click on buttons which launch a website. The possibilities of enriching the reader’s three-dimensional experience are endless.
It is advisable to add the AR symbol next to the augmented images on your mail piece to aid recognition. As with QR codes, not everyone will know what to do, so tell your readers what they should use, what they should do, and the reason for doing it. Guide your readers through the concept of AR and give them an incentive to act.
Promotional Direct Mail
We know that direct mail is the ideal marketing tool to drive people to your online content. AR enables easy, speedy response.
For example, a car manufacturer can use AR to activate a virtual test drive. Your mailer may contain a teaser, from which your reader visits your microsite to find out more, or take advantage of an offer.
This integration offers an exciting innovative channel for direct mail, enhancing its role in your marketing mix.
Fundraising Direct Mail
A high percentage of online donations are prompted by direct mail. To this end, AR can be used to raise awareness of a charity’s work by way of a video that springs into life. From there, a quick click can take viewers through to donate.
Direct mail has always been a market leader for holding a reader’s attention, due to its potential to engage all of their senses, at a time when they are relaxed and able to enjoy. If your mail piece includes AR, your reader is more likely to keep it for even longer, raising its physical presence even further.
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