Get More Out of Interactive Print - May 2014
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Get More Out of Interactive Print - May 2014

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Our Best Practices webinar provides an in-depth workshop on how to become an interactive print expert. Learn what it takes to build successful campaigns from our experts who know it best, including ...

Our Best Practices webinar provides an in-depth workshop on how to become an interactive print expert. Learn what it takes to build successful campaigns from our experts who know it best, including top examples from existing campaigns.

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Get More Out of Interactive Print - May 2014 Get More Out of Interactive Print - May 2014 Presentation Transcript

  • Webinar Georgia Diaconescu Interactive Print Consultant ! Maximilian Biedermann Marketing Associate
  • BEST PRACTICES WEBINAR WELCOME TO LAYAR BEST PRACTICES WEBINAR
  • KEY CHALLENGES View slide
  • THE WORLD IS CHANGING.... Media consumption ! Mobile commerce ! Wearable devices ! Instant & real-time information ! View slide
  • 24 uur reclame - Sanoma Lab © 2013, Layar B.V. STRICTLY Confidential and Proprietary NOW WHAT?
  • Start with print.
  • broken user experience with print content
  • WE BELIEVE connect the offline and online world... ... and give consumers & businesses a meaningful experience
  • © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • BEST PRACTICES WEBINAR GETTING STARTED
  • UPLOAD CREATE PUBLISH! LAYAR CREATOR 2.0
  • BEST PRACTICES WEBINAR 2 Campaign concept creation1 3 4 5 6 Prepare pages according to best practices Create clear “How-to” instructions Create a call-to-action Create custom buttons Finalize & publish the campaign
  • BEST PRACTICES WEBINAR CAMPAIGN CONCEPT CREATION1
  • BEST PRACTICES WEBINAR Georgia Diaconescu Interactive Print Consultant ! In order to make a lasting impression on your readers, there are a few principles you need to keep in mind when creating your campaign concept. ! SO BEFORE DIVING IN ...
  • BEST PRACTICES WEBINAR ! The campaign should reflect and focus on your MAIN OBJECTIVES!! ! Always focus on the TARGET USER GROUP & keep in mind what they LIKE. ! Focus on providing an OUTSTANDING USER EXPERIENCE.
  • BEST PRACTICES WEBINAR ! Keep a good balance between EDITORIAL and COMMERCIAL CONTENT. !
  • BEST PRACTICES WEBINAR ! Keep a good balance between QUALITY and QUANTITY OF CONTENT. !
  • BEST PRACTICES WEBINAR A few pages with really great, interactive digital content dull, repetitive content on each page DO DON’T
  • BEST PRACTICES WEBINAR WHAT KIND OF DIGITAL CONTENT?
  • BEST PRACTICES WEBINAR RELEVANT Relevant content for your target audience INFORMATIVE Offer extra information! EXCLUSIVE Behind-the-scenes information INTERACTIVE Present information in an entertaining way ENTERTAINING Deliver entertaining, immersive content
  • BEST PRACTICES WEBINAR INTERACTIVE PRINT CONCEPTS
  • BEST PRACTICES WEBINAR HIDDEN or INCOMPLETE REALITY
  • BEST PRACTICES WEBINAR REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Georgia Diaconescu Interactive Print Consultant REVEAL A SECRET CHARACTER Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Georgia Diaconescu Interactive Print Consultant BUY PRODUCTS Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR SHOPPING EXPERIENCE
  • BEST PRACTICES WEBINAR SHOPPING BEHAVIOR Research (IPSOS, Google) shows that smartphones lead to purchases across channels
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant +
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant DWELL AHALIFE Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR ENABLE READERS TO BUY Suit SupplyPhilips
  • BEST PRACTICES WEBINAR ENABLE READERS TO BUY Suit Supply
  • BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant Actual Print What you see with Layar INTERACTIVE ADVERTISEMENTS
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar INTERACTIVE ADVERTISEMENTS
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar INTERACTIVE ADVERTISEMENTS
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar INTERACTIVE ADVERTISEMENTS
  • BEST PRACTICES WEBINAR CONTESTS, SWEEPSTAKES, QUIZZES
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar CONTESTS
  • BEST PRACTICES WEBINAR CONTESTS Actual Print What you see with Layar CLICK & WIN!
  • BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant COVER PAGES COME TO LIFE Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR ENGAGE READERS VIA SOCIAL MEDIA
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant INTERACT VIA SOCIAL MEDIA Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant LOCATION RELEVANT CONTENT Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant PODCASTS & VIDEO LECTURES Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant INTERACTIVE WORLD MAPS
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant HOW-TO VIDEOS, TUTORIALS Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR Workshop Georgia Diaconescu Interactive Print Consultant ENRICHED EDITORIALS Actual Print What you see with Layar
  • BEST PRACTICES WEBINAR PREPARING PAGES2
  • BEST PRACTICES WEBINAR PREPARING PAGES • Flat surface (magazine page) • High resolution, low size page (5MB) • Sufficient size & image detail • No borders or clutter • Avoid glossy paper
  • BEST PRACTICES WEBINAR THE PAGE SHOULD NOT CONTAIN ! • Large portion of blank area • Mainly body text or only text • Graphics that look the same in any orientation (circles,hexagons, etc.) • Graphics with patterns • Look too similar to other pages in the same campaign insufficient details similar imagesplain text the same in any orientation pattern
  • BEST PRACTICES WEBINAR If you are not sure whether the pages are optimal for the Layar Creator .. ! STEP 1 - Create a campaign in the Creator STEP 2 - Upload the pages in the campaign (Layar will provide some initial feedback on Page quality) STEP 3 - Place some dummy buttons on each page STEP 4 - Scan each page to see if buttons are displayed correctly ! DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!
  • BEST PRACTICES WEBINAR IMPORTANT! ! TEST PAGES BEFORE PRINTING OUT THE FINAL PUBLICATION!
  • BEST PRACTICES WEBINAR HOW-TO INSTRUCTIONS3
  • BEST PRACTICES WEBINAR RESERVE SPACE for instructions, preferably one dedicated page. ! EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What is Interactive Print ? ! Make people curious about it & give them a reason to engage! ! !
  • BEST PRACTICES WEBINAR ! ! INSTRUCT HOW TO DISCOVER DIGITAL CONTENT ! • How should readers scan the page? • What should they look for? (Call-to-action) • Where on the page? (e.g.: upper corner) ! Mention the app is available on Android and iPhone.
  • BEST PRACTICES WEBINAR ! • CLEAR STEPS ! • CUSTOMIZE IT ! • make sure it ATTRACTS ATTENTION. ! • Place it RIGHT BEFORE the editorial content. Preferably on the right side. HOW-TO INSTRUCTIONS
  • BEST PRACTICES WEBINAR Here are some other options you can consider : HOW-TO INSTRUCTIONS We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.
  • BEST PRACTICES WEBINAR CALL-TO-ACTION4
  • BEST PRACTICES WEBINAR LAYAR STYLEGUIDE
  • BEST PRACTICES WEBINAR ! • SPECIFIC about what type of content users can expect. ! • Highlights the KEY MESSAGE revealed by the digital content, using VERBS * *e.g.: Watch the trailer with Layar, Listen to XX with Layar, etc. • VISIBLE & INFORMATIVE LAYAR STYLEGUIDE
  • BEST PRACTICES WEBINAR ! • AVOID unclear calls-to-action like “View with Layar”; they will most likely not attract readers. ! • Include a note on WHERE they can find the "How to use Layar” instructions. ! • Place calls-to-action on EVERY SINGLE PAGE that contains digital content. LAYAR STYLEGUIDE
  • BEST PRACTICES WEBINAR CALL-TO-ACTION EXAMPLES
  • BEST PRACTICES WEBINAR CALL-TO-ACTION EXAMPLES
  • BEST PRACTICES WEBINAR CALL-TO-ACTION POSITIONING
  • BEST PRACTICES WEBINAR CALL-TO-ACTION POSITIONING
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS5
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS STANDARD BUTTONS CUSTOM BUTTONS
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS Actual Print What you see with Layar *For instance, a play icon for a video button image Make use of the print content - CONTEXTUAL design. ! Button should clearly indicates what users can do*.
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS Actual Print Custom buttons with semi-transparent background
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS
  • BEST PRACTICES WEBINAR CUSTOM BUTTONS More of an AESTHETIC CHOICE Place buttons where it makes the most sense! ! Should look NATURAL in CONTEXT with the print content Better ON THE VISUALLY BUSY PART of the page and NOT on blank spaces
  • BEST PRACTICES WEBINAR TEST & FINALIZE CAMPAIGN6
  • BEST PRACTICES WEBINAR TEST & FINALIZE CAMPAIGN Thorough CAMPAIGN TESTING is critical. GREAT USER EXPERIENCE is THE key to success ! ! WHAT TO DO? ! • Check both technical and aesthetic aspects. • Test your campaign as much as possible. • Check campaign with iPhone and Android devices. • Use the latest Layar App version. • Test your campaign using printed pages! ! !
  • BEST PRACTICES WEBINAR ! ! TIP! ! If possible, DO A TEST with a small group of colleagues, who were not involved in the project!
  • BEST PRACTICES WEBINAR HOW TO TEST? ! DOUBLE CHECK THE QUALITY OF THE PAGES ! • Are user instructions in your publication clear enough ? • Are Interactive Print buttons placed at the right place ? • Are the buttons correctly displayed? • Does each button function correctly? Are links functional? • Do videos play as expected? • Does the campaign offer good user experience?
  • BEST PRACTICES WEBINAR RAISE AWARENESS!
  • BEST PRACTICES WEBINAR PRIOR COMMUNICATION ! ! BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in mind that you need to communicate to your readers the fact that your publication has been augmented with digital content. ! RAISING READERS’ AWARENESS via PR, promotions, social media before hand makes a tremendous difference!
  • BEST PRACTICES WEBINAR MEASURE YOUR RESULTS
  • BEST PRACTICES WEBINAR LAYAR STATISTICS
  • BEST PRACTICES WEBINAR STATISTICS OVERVIEW! ! The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour): ! Campaign statistics Page statistics Button statistics ! These numbers are also displayed on TIMELINES, to give you a better overview on the PEAK DAYS of your campaign, READING HABITS of your readers, as well as WHERE ARE THEY FROM. ! Total page views Total interactions Total unique users
  • BEST PRACTICES WEBINAR
  • WEBINAR OVERVIEW QUESTIONS & ANSWERS
  • BEST PRACTICES WEBINAR NEED HELP? Visit: help.layar.com
  • BEST PRACTICES WEBINAR INTERACTIVE PRINT SERVICES
  • BEST PRACTICES WEBINAR THANK YOU!