The project develops Innovative Immersive Digital Technologies Tools for SMEs. It will create B2B Collaborative Digital Platform (Digital City) with the functions:
•Host Immersive technologies (Augmnented & Virtual Reality) Toolkits, adapted for SMEs.
•Host Marketing and Sales Toolkits adapted for SMEs.
•A platform for small SMEs to collaborate and achieve synergies of scale (and/or product offering) to enter new markets.
•Provide Interactive collaboration facilities for Digital Hubs, Business Parks, SMEs and Knowledge Providers.
•Provide Knowledge Centre on Green Standards for SME adoption.
•Provide a Research and Marketing Platform for SMEs.
Immersive technologies are a vehicle through which Storytelling based marketing solutions are developed for SMEs and Clusters Its focus is on sectors using natural biological resources and supplying industries. It will develop Regional and Transnational SME Clusters in Agri Enterprises (Food & Biomass), Marine Enterprises (Food & Health Products) and Engineering Entreprises (Fabrication & Agri/Marine) to increase market reach. Immersive technologies and digial communication form the most resource efficient means of marketing and sales for the enterprises. 50 enterprises will be introduced to and use immersive technologies in marketing activities. The project will develop at least three themed clusters of SMEs in Green related sectors, where complementary marketing and sales can be developed through immersive technologies. The enterprises will also be assisted in digitally supported environmental good practices in resource uses (taking into account supplies and deliveries). The project will produce a good practice guide on Green Standards in Marketing and Sales for SMEs andthe facilitation of their adoption by SMEs.
Expected Results (EN):
Awareness of business opportunities beyond local markets among SMEs
Expected Outputs (EN):
The project focuses on developing a marketing story for enterprises to enable them to market and sell outside their regions.
Virtual reality marketing trends suggest that companies will embrace VR to the fullest in the years ahead. With a projected Compound Annual Growth Rate (CAGR) of around 54% for the period between 2017 and 2022, smart businesses are looking to VR to engage their customers and prospective customers in ways never before possible. Far removed from the flat appeal of the print ad, beyond even the power of targeted video advertisements, the virtual marketing experience promises to provide consumers with the next best thing to conventional brick-and-mortar shopping experience.
Immersive Technology can be used as an approach for SME’s in remote areas to market their projects through a number of strategies. The technologies can be used to:
• Demonstrate product attributes, features, functionality.
• Communicate the brand’s mission at point of sale.
• Immerse users in a branded entertainment experience and add excitement at pop-up events for social media sharing.
• Help consumers make more informed choices so they’ll be happier with their purchases.
• Add a new, more immersive and exhilarating dimension to traditional print and video story-telling.
• Show how a brand can fit into an aspirational lifestyle.
Awareness of opportunities is raised in several ways and several stages. Enterprises with an interest in marketing beyond their areas are the first target and they will be assisted in market intelligence and in means of approaching the new markets through the technology and techniques of the project. This should go beyond awareness into actions of international marketing and sales. The stages are those of focus, enhanced techniques, market intelligence, market promotion and sales.
The project will use examples of immersive technology for marketing already developed in Europe. These have initially been undertaken by large organisations such as Thomas Cook and Red Bull, but are now being adopted by small and medium sized enterprises and social enterprises, such as The Wildlife Trust of South and West Wales, for which VR videos are particularly well suited for conveying the beauty of picturesque destinations.
Enterprises that are less aware or committed to sales beyond their local markets will also be contacted by the project and the successes of the early adopting group should raise awareness among others, leading them down the same route. The activities of the project through its regional meetings, digital city and communications will further raise awareness among these enterprises.
A third conduit in raising awareness is through collaborating organisations, who will be involved in the project from the earliest stages. They will have access to project expertise and be able to develop their own capacities, which will feed into the awareness of enterprises about business opportunities beyond their local areas.