Putting Augmented Realtity to work in your marketing: The first step

IBI magazine
With your phone, you should be able to see inside the brain in this iBI magazine.

I’d like to report that I was wowed by the OneFire augmented reality experience, but unfortunately while I downloaded the application properly on the phone, and tried the example image, it somehow didn’t work right for me.

This isn’t a criticism of the application or the idea (and OneFire’s point that AR could be extremely valuable for marketing). It is more likely one of those “failure to understand instructions” problems — perhaps me not holding the phone right or setting this up correctly. (This sort of instruction-lapse occurred a bit more than a year ago when, gifted by Google an Android watch, I couldn’t get it to start properly. Fortunately, with a few minutes of support with some on-site guides, I realized my failure — downloading the critical software into the phone so it could link and feed my watch.)

Nevertheless, allowing for the start-up glitches, AR probably can be extremely effective for AEC marketing. Consider this point:

If you deal in heavy machinery or any oversize product that takes a team to move, you’ve run into logistical complications trying to display your products. That can be especially frustrating at trade show events, sales pitches, and other moments when it would be really helpful to give someone a great idea of what your product is like – without driving a bulldozer through a conference room wall. While a picture or video can sort of show what your product is like, it’s better to have something as close to the genuine article as possible. With AR, you can bring your biggest and most cumbersome products anywhere and display them. Using just a smartphone, tablet, or headset, you can place your oversize product anywhere (scaled down or full size) and potential customers can get the best possible idea of what your product can offer and whether it fits their needs. With AR, this can even include interactive hot spots that offer more information and media, real product sounds, and an ability to modify the product with the tap of a button (think: taking the hood off of a car to see its engine).

Clearly, most AEC services involve “oversize” products — if we are regarding the completed buildings as example. So I encourage you to follow-up with OneFire’s application and see if it could work for you.

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