VR Target Market: Targeting the Right Audience Segments

Virtual Reality Construction

VR target market or virtual reality marketing has become a powerful and persuasive tool. Companies can present their products and services efficiently when they take advantage of 360 virtual tours. This can bring about a tangible experience for potential clienteles.

Marketers prefer to use “tangible experience” to describe the “real to life experience” that virtual reality marketing provides for their target audiences. Furthermore, it fits perfectly within the ‘buyer behavior model’ that so many marketing theorists shadow.

Check out our previous article to find out how Virtual Reality can create an immersive experience in the real world.

Tangible Experiences Create Positive Emotional Responses

Virtual Reality interaction by asian young female wearing vr headset

This model follows five basic principles. There are various theories under each stage of the process, which ultimately leads to a purchase.  

Each of them can be quite complex because no one’s consumer or marketplace is the same. This is because the person who makes the final purchase will be influenced by a variety of internal and external influences. This is exactly why marketers segment their target audience. 

But, what if virtual reality (VR) could appeal to multiple audience segments? The final result of the buyer behavior model is always a purchase based on two main principles.

Firstly, the products have to solve the problems and need to motivate a purchase decision. Secondly, the consumer’s perception has to be positive. In other words, the decision-maker needs to ‘like’ the product making this an emotional response.

VR target market has a clearer advantage. Compared to other marketing tools that persuade consumers to ‘like’ the product emotionally and make the purchase decision.

It positions the potential customer inside the environment produced by the marketers without any external interruptions. This means the marketer has one hundred percent of the attention of the fully-immersed consumer.

Virtual Reality Marketing Works for Small and Large Businesses

An interior designer design the house by using virtual reality

Now let’s look at this from another point of view. Imagine you are an architect for a small local firm. You need to help homeowners renovate their properties, add extensions, design barn conversions, or build their dream home from scratch.

Going back to the buyer behavior model, one of the steps involved is ‘Evaluation of Alternatives’. As an architect, you need to make sure your marketing blows the competitor out of the water. But how can virtual reality help us do this?

It is quite simple, and you have probably already guessed it. Your competitor is unlikely going to be using VR technology. Therefore, you can use a virtual tour to show your clients the architecture plans of their house, as a sales tool.

Try to remember that the sales process is an integral part of your marketing strategy. Employing VR as part of this process will give you a key advantage in this competitive landscape. Through a 360-degree video, the design of your client’s new home can be visualized in a virtual tour before construction begins.

A small construction firm can use a more practical illustration of the final product. This is just one way for them to create emotional responses compared to drawings and CAD designed images.

Marketing an Existing Portfolio

A businessman using oculus to do his job

Numerous industries have a virtual reality portfolio uploaded to their VR systems. For example, hotels, resorts, cruise ships, architects, manufacturing firms, and infrastructure development companies have been using VR as a marketing tool.

By leveraging online VR marketing campaigns, physical stores can reach potential customers more effectively. Nowadays, households and businesses begin to purchase tech that gives them VR capabilities. Those companies that use the VR target market are one step ahead of their competition.

The prototype of an existing or future product can be backed up with a virtual reality tour over the internet. A call-to-action can then be added to the end of the tour. It is currently hard to think of a better way to persuade a consumer to ‘like’ a product or service. 

Virtual reality marketing is the perfect way to pique any potential buyer’s interest. For instance, a US company looking to buy real estate in the Asia Pacific region or an infrastructure business demonstrating its construction plans for constructing a brand new office block in Dubai.

VR Sales Presentations

Student with VR headset demonstrating abilities of automation robot in front of his classmates during presentation

Companies can use VR tech to attract a large number of online audiences. They can grab their undivided attention in a presentation, workshop, debate, or conference.

VR devices like Oculus Rift can be used at the more advanced stages of the sales process and buyer behaviour model. For example, giving potential buyers who have enquired about a company’s services a VR experience or presentation.

Therefore, it can be used as a sales tool on the web to persuade a call-to-action. For example, booking an appointment or making a purchase without speaking to a sales rep. It can be used as a sales tool by sales reps who are already in contact with the potential buyer too. They are now employing sales strategies to encourage a purchase decision.

Since the invention of the internet, smartphone/ tablet mobile technology, and 3G/ 4G data networks. Those early adopters are ahead of the curve. Many households start embracing VR after they have adopted the internet.

Check out the video below to find out 10 examples of how virtual reality is used in marketing campaigns.

Feel free to drop us a message if you would like to create a Virtual Reality marketing campaign for your business today.