David Francis | Head of APAC at Zappar
It’s happened to all of us: you sit down for a brainstorming session with a client and everyone is really excited about using augmented reality at some point in the future. But how do you turn “at some point in the future” into right now? At Zappar, we have over seven years of experience creating (and pitching) projects in this space. We understand that good ideas only get noticed if they actually are executed. We also understand how to make that happen. We love seeing AR in action, which is why we’re sharing our framework for discussing - and selling - AR to enterprise clients.
We are all-in on the PUCCKA framework, so let me take you through how this applies to AR. First, what does PUCCKA stand for?
P - Pain
U - Unique Selling Point
C - Compelling Event
C - Champion
K - Key Players
A - Aligned Purchase Process
And now, what does that actually mean:
Businesses solve problems for people. Whether you are selling nails to hammer into a wall or pitching an AR application to a FMCG, you first need to identify the problem that they have.
For example, is the company that you are talking to struggling to reach younger audiences with “traditional” digital marketing methods? Perhaps ad-block and ad apathy means that they are no longer able to reach a millennial audience in the same way that they do with Gen Y. This is a concern for companies, many of which are actively looking for ways to solve this growing problem.
Or, perhaps a company that you’re pitching has a large physical product that they move around - at great expense - every time they want to showcase it at an expo. This money represents a significant cost to their business and one you could help reduce by introducing them to the potential of animated 3D modeling in mixed reality.
Unique Selling Point
Pokemon Go was fantastic for the AR industry because it demonstrated a real-life mass adoption application for the technology. It did, however, also give the impression that AR was a bit of a gimmick.
When we speak to potential partners about augmented reality projects, we always like to showcase successful business cases from our portfolio. This helps give the medium more credibility.
The USP of ZapWorks is that it offers the most frictionless UX around image recognition, using our zapcode system. This also allows our partners to avoid issues of brand and content consistency as they relate to vectors or imagery. Traditional image recognition cannot handle those similarities.
Additionally, Zappar technology is built from the ground-up and doesn’t rely on any third party platforms, which mitigates any issues of OS updates and platform incompatibilities breaking an app or experience. Because of this, we also have the lightest app payload, at only 7mb, and also the most ubiquitous device compatibility across Android and iOS.
It’s pretty hard to avoid finding a business article these days that doesn’t talk about the inevitable disruption of this industry or that sector. Remember, then, that you are reading the same articles that your potential clients are reading. As the AR expert, your role is to demonstrate that this medium will not just be something to experiment with for a single campaign, but that it will be an increasingly important part their ongoing communication strategy.
A recent report by Gartner claimed that by 2020, 100 million consumers will shop in augmented reality. How does the company that you are talking to plan to deal with this? Their competition is likely already adopting their own AR strategy, so partner with your client to put together a roadmap that embraces this technological shift and allows them to innovate and engage with their audience.
Of course, sometimes the simplest solution can generate success. A trade show, product launch, the end of the financial year, or a seasonal sales conference are ideal compelling events to motivate action.
A champion within an organisation is the person who is prepared to put his or her weight behind getting a project completed from start to finish. On any project, it is imperative to have someone who is passionate about achieving the right outcome, and can act as the internal cheerleader for the project when others start to have doubts. Invest time in making sure they are equipped to deal with any objection that might arise.
If possible, try to recruit multiple champions. People’s schedules change. They go on vacation, transfer positions, or leave companies entirely. You can avoid delays and missed opportunities by building relationships with multiple people who want to see a project through.
It is also important to find the detractors and blockers and win their ‘hearts and minds’ by taking them on the journey. This may also include agencies and anyone involved in the design and production of calls to action of ZapWorks campaigns. Mobile AR and VR live and die on the strength of the CTAs.
It’s also important to reach out to dev-ops and IT. Those can be valuable relationships, as they are key stakeholders in platform conversations.
Aligned Purchase Process
This is a big pain point for any creative agency: booking work when the studio has capacity to do it. It’s actually quite similar to waiters staggering orders in a restaurant. If they bring them all at once, it puts a lot of pressure on a kitchen and increases the chances of mistakes being made. In our case, we want to balance bringing in new business with servicing all of our clients at a sustained high level. Be sure that you’re having the internal conversations with your team to ensure that deadline will be met and standards are maintained.
Building beautiful and innovative AR/VR/MR content with ZapWorks is just a step on the journey to you monetising this new service that you are offering to you clients. The next step is knowing how to get your work out there through securing partnerships with forward thinking companies and helping them unlock value through a long-term strategy.
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