7 Point Plan for Marketing in the Metaverse

7 Point Plan for Marketing in the Metaverse
A KZeroWorldswide Report. Copyright 2006 - 2023 Page 1
7PointPlanforMarketing
intheMetaverse

Companiesandbrandsaroundtheglobearerapidlyembracing
virtual worlds and launching marketing initiatives inside the
Metaverse, creating new innovative ways of engaging with
large influential early adopter demographic groups, exciting
newaudiencesandtech-savvyindividuals.
However,companiesconsideringaMetaverseentrancestrategy
shouldrecognisethatbrandshavetobepositioned,notpushed
intovirtualworlds.
The 7 Point Plan for Marketing in the Metaverse explains the
key areas marketers need to consider and address when
developing a strategy to deploy their brands, products and
servicesintothisdynamicnewchannel.

WhatistheMetaverse?
The Metaverse is the collective universe of 3D virtual
worldsexistingontheInternet.
These persistent ‘always on’ digital spaces allow deeply
immersiveinteractionandengagementbetweenavatars-
digital representations of people inside a virtual
environment.
Inside these 3D spaces, people interact in many different
ways, socialising and making friends, playing games,
creatingcontentandexploringnewworlds.Thereareboth
consumer and B2B applications for the Metaverse and
numeroususe-cases.
The Metaverse is accessed by web browsers, apps and
mobiledevicesaswellas viaVirtualReality (VR)headsets.
HowBigistheMetaverse?
As of Q4 2023, the total user base of the Metaverse is
606m monthly active users (MAUs) which is
approximately the equivalent of the combined
populationsoftheUSA,UK,FranceandGermany.
The larger virtual worlds have over 100m MAUs. The
graphic below shows a segment of our Metaverse
Universe chart, visualising all of the different virtual
worldsinexistence.ThissegmentshowsWeb2platforms
accessedviaawebbrowserorapp.
ThelargestworldsinthiscohortareRoblox,Fortniteand
Minecraftwhichareallplatformsextremelypopularwith
youngerdemographicsandhaveanaverageuserageof
12.

WecreatedThe7PointPlanforMarketinginVirtualWorldsoriginallybackin2009andlookingback,thatseems
likeanaeonago.Atthattime,SecondLife,HabboHotel,MoshiMonsters,andClubPenguinwerethetopMetaverseplatformsin
termsofusernumbers,mediaattentionandbrandactivations.However,it'stimetoupdatethereportwiththeadventofWeb3,
moreadvancedgraphicsengines,significantinvestmentinthesector,andmassmediaattention.
Thenewlyupdated7PointPlanforMarketingintheMetaverseisacomprehensiveguidethatdistilsover15
yearsofexperienceinleadingbrandsandorganisationsintovirtualworlds.Itcoverswhatworks,whatdoesn't,
whattofocuson,andwhattoavoidwhenabrandorcompanydecidestoentertheMetaverse.
Theaimofthisplanistoprovidebrandowners,marketingprofessionals,andproductmanagerswithanhonest,objective,and
valuable framework for Metaverse activation strategies. With the Metaverse firmly positioning itself as a marketing and
communication channel not to be ignored, it's imperative for brands to get ahead of the curve and capitalise on the vast
opportunitiespresentedbybrandplacementintovirtualenvironments.
The 7 Point Plan for Marketing in the Metaverse
is a roadmap to navigate the nuances and
dynamics of Metaverse marketing, from building
brand awareness, the deployment of virtual events and
product launches through to engaging with potential
customers, suppliers, new employee onboarding and
traininginexcitingimmersiveways.
By leveraging the insights gleaned from years of
experience and extensive research, this plan equips
businesses with the tools they need to succeed in the
Metaverse.
Whetheryou'reaseasonedmarketingprooranewcomer
to the world of Metaverse marketing, this guide is an
essential resource that can help you stay ahead of the
competitionandunlockthefullpotentialoftheMetaverse.
In today's rapidly evolving digital landscape, companies
andbrandsworldwideareincreasinglylookingtoleverage
the potential of virtual worlds to establish a strong
footholdandembarkoninnovativemarketinginitiatives.
By embracing virtual environments, brands and
companies can seamlessly present their offerings to the
highlycovetedearlyadopterandGen-Zdemographic
groups and tech-savvy individuals. Nonetheless, it is
crucial for companies contemplating an entry into the
Metaverse to understand that their brands need to be
positionedstrategicallyratherthanforcefullypushedinto
thesenewvirtualrealms.
BrandsshouldnotattempttoreverseintotheMetaverse,
norshouldtheybedistractedordazzledbyWeb3-related
buzzwordsornewlyself-appointedMetaverseExperts.
Tothisend,the7PointPlanforMarketinginthe
Metaverse explains the critical areas that
marketers must consider and address when
developing a comprehensive strategy to deploy their
brands, products, and services on the ever-growing
rosterofavailablevirtualplatforms.
Byfollowingthisplan,businessescaneffectivelynavigate
the intricacies of virtual marketing and unlock the
immensepotentialthattheseenvironmentsoffer.
The visual on the next page presents the Metaverse
landscapeandthenumerousplatformsthatwetrackand
assess in order to provide a comprehensive media
planningservicetoourclients.

Atpresent,theshareoftheMetaversepopulationresideswithinestablished Web2virtualworldssuchasMinecraft,Fortnite
andRobloxandover80%oftheaudienceisinthissegment.Web3virtualworlds,shownontherightoftheimageaboveare
anewercategoryofvirtualworldsandareinanascentstageofusergrowth.
Let’sdelveintothe7PointPlanstartingwith…
Point1-HaveaPlan
Whenitcomestomarketinginopenvirtualworlds,such
as Roblox, Fortnite, Minecraft, Avakin Life and the
Nemesis through to closed bespoke platforms such
asOdyssey,PixelMaxandEngage,it'scrucialtoviewthem
as‘just’anotherchannelinthemarketingmix.
Therefore, businesses need to invest time and effort into
developing a comprehensive marketing plan that aligns
withtheiroverallgoalsandobjectivesfromtherealworld.
Before delving into Metaverse development, and
building companies must conduct an in-depth
brand assessment to evaluate their brand values,
positioning, target markets and real world
marketing e
ff
orts.
This assessment lays the foundation for leveraging
the brand in the Metaverse and uncovering unique
opportunities to engage with customers in new
immersive and interactive ways.

Don'tfallintothetrapofthinkingthattheMetaverse
meansvirtualreality-itdoesnot.
Only2.6%ofMetaverseMAUsaccessviaHMDs,asshowninthevisualbelow.Yourtargetaudienceusessmartphones,tablets
andlaptops.
Overall,thekeytakeawayisthathavingawell-thought-outmarketingplanisvitaltomakethemostofMetaversemarketing
potential.Withproperplanningandexecution,brandscaneffectivelyleveragetheseimmersiveenvironmentstoengagewith
their customers, differentiate themselves, stand out from the competition and open up new revenue and communication
channels.
By investing in a comprehensive marketing plan that takes into account the unique aspects of virtual
worlds, businesses can set themselves up for success and stay ahead of the curve in this rapidly evolving
digital landscape. If you’re in the process of entering the Metaverse get in touch with us because we can
saveyousignificanttime,effortandexpensewithyourplanningandexecution.
It's essential to identify the real-world services offered by
the brand and what sets it apart from competitors -
simply having an outpost in the Metaverse isn't enough.
This knowledge provides a starting point for exploring
howtheseattributescanbedeployedandexpandedina
virtualworldtomaximisetheirpotential.
Timing is another critical factor that requires careful
consideration. It's important to keep in mind that virtual
world campaigns typically take several months to create,
andrushingthroughtheprocesscanresultinsuboptimal
outcomes. Therefore, businesses must allocate adequate
marketingresourcestoensuretheproject'ssuccess.

Before succumbing to the allure of the vast opportunities offered by the Metaverse, it is imperative to
deviseawell-definedandthoroughlyevaluatedplan,therebyensuringasolidfoundationforsuccess.Once
theplanhasbeencreated,it’stimetorollupthesleevesandconsiderthevisualattributesoftheactivation.However,Designisan
Output,notanInput…
Virtualworldsprovideimmersiveandvisuallycaptivatingexperiencesthatserveasalimitlessplatformforartisticexpressionand
innovation. Giventhisexceptionalpotential,itisnaturaltobeenticedbyconsiderationsofhowproducts,brands,andservices
willbepresentedwithinthesevirtualrealms,aswellasenvisioningtheoveralldesignofthevirtualenvironment.
However,itiscrucialtoremaingroundedduringtheinitialstagesandprioritisethecoherenceofthemarketingplanaboveall
else.Whiledesignunquestionablycontributestotheoverallsuccess,itshouldberegardedasatacticalcomponentwithinthe
broaderstrategicframework.
Furthermore,don’tbedrawnintothinkingthatjustbecauseyoucanbuildaskyscraperthenyoushoulddoit.SomeMetaverse
consultingfirmsandagenciestendtoadvisetheirclientsto‘buildbigstuff’andtheyfocusonthesquaremetresoflandtheyhave
builtasopposedtotheactual‘reasontovisit’.Thisisthewrongapproach.
Consequently,thedevelopmentofcreativeconceptsshouldcommenceoutsidethevirtualworld,subsequenttotheformulation
andagreementupontheinitialstrategy(PointOne:HaveaPlan).Ifaconceptdemonstratesremarkablestrength,itshouldbe
effectivelycommunicatedwithoutnecessitatingitsmanifestationwithinthevirtualrealm.
Todrawaparallel,whenembarkingontheconstructionofahouse,one
wouldconsultanarchitectbeforeengagingwiththebuilders

Upontheendorsementoftheconcept,preliminarydesignprototypescanthenbemeticulouslycrafted,markingthejunctureat
whichin-worlddevelopmentcommences.Whencontemplatingtheoveralldesignofavenue,itisimperativetostartwiththe
userexperienceandanswerthefollowingquestions:
Whatareyoutryingtocommunicatetothevisitors?
Whatdoyouwantthemtodo?
Istherearangeofdifferentactivitiesorexperiencesyouwantthemtoengagewith?
Dotheyneedtobeguided(perhapsonrails)throughtheexperience?
Willvisitorsseamlesslynavigatethespaceandeasilyaccessthedesiredinformationor
experiencesintendedforpromotion?
Virtual world platform operators themselves hold significant potential to enhance the user experience. Requesting metrics
pertainingtopreviouscampaignswithintheirvirtualrealmscanyieldinvaluableinsightsregardingsuccessfulandunsuccessful
endeavours.Askthemforusermetrics,MAU’s,sessionlengthsandotherrelevantdatapointsfrompreviouscampaigns.Ifthey
can’torwon’ttellyouthisinformationthenaskusinsteadandwe’llgiveyouthelowdown.
Theclarityofsignageandthefacilitationofinteractionare
paramount considerations in this regard. Just as website
creation revolves around the assimilation of information
and smooth navigation, virtual world design ought to
adoptsimilarmethodologies,akintoavirtualsitemap.
Establishingateleportpoint,strategicallypositionedatthe
heartofthelocation,servesasthecustomarypracticefor
most companies. Additionally, a prominently displayed
billboard featuring the venue's map, accompanied by
supplementary teleport functionality, is often
implemented.
Oneshouldneverassumethatvisitorstoabrand
venue will naturally explore the entire venue in
searchoftheirdesiredobjectives.
For illustrative purposes, let us reflect upon the way in
whichretailstoresexpertlyguidetheflowoftrafficwithin
theirpremisesthroughstrategicsignage.Remarkably,this
approachfindsapplicationevenwithinvirtualstores.
Establishingateleportpoint,strategicallypositionedatthe
heartofthelocation,servesasthecustomarypracticefor
most companies. In practice, this is called a‘Hub and
Spoke’model and is in our experience the most optimal
designforvirtuallocations.
Additionally, a prominently displayed billboard featuring
the venue's map, accompanied by supplementary
teleportfunctionality,isanexcellentdesignapproach.
In some cases, brands don't even need their own
centralised in-world venue. Within many Metaverse
platforms are existing locations frequented by users, such
as social hub spots, shopping malls, popular gaming
destinations and the like. Consider approaching and
partneringwiththeoperatorsofthesevenuesto
tap-in to their existing footfall and audience.
This is a much more native approach to
Metaversemarketing.

Moreover,itisworthnotingthatnoteveryvirtualmarketingcampaignnecessitatesadedicatedphysicallocation.Consider,for
instance, the distribution of virtual goods to residents of virtual worlds through multiple access points. Such an approach
presentsanefficientalternativeincertainscenarios.
In summary, think before you leap. Brand activations inside virtual worlds need to be natively placed and
crafted in the essence of the platform and in the same mindset as the residents inside the world. It's not
aboutbuilding,it'saboutbeing.DesignisanOutput,notanInput.

With two fundamental principles established, we now move into the details of Point number - Integrate.
This crucial point underscores the importance of harmonising and fusing real-world marketing initiatives
withyourMetaversecampaignstounlockmaximumsynergisticpotential.
By intertwining real-world and virtual marketing activities, businesses can leverage the existing brand
equityandrecognitionestablishedinthephysicalrealmwhilecapitalisingontheimmersiveandinteractive
natureoftheMetaverse.Thisapproachenablesseamlesscross-pollinationofideas,messaging,andexperiences,ensuringa
consistentandimpactfulbrandpresenceacrossmultipledimensions.
Moreover, the integration of real-world and Metaverse marketing efforts fosters an unparalleled opportunity for audience
engagement and interaction. By strategically aligning initiatives, businesses can create synergistic touch-points that captivate
andresonatewithconsumersonmultiplelevels.
ToattainefficacyandresonancewithintheMetaverse,it'sof
huge value to attempt to integrate and consolidate real-
worldmarketingactivitieswithvirtual-worldinitiatives.
Byunifyingthesetwodistinctrealms,atransformativeand
symbiotic relationship can be cultivated, fostering a
cohesiveandamplifiedmarketingpresencethattranscends
traditionalboundaries.
The integration of real-world marketing endeavours with
Metaverse campaigns allows for the creation of a
comprehensiveandmulti-dimensionalbrandexperience.
Through the strategic amalgamation of these parallel
avenues, brands can harness the power of both physical
and virtual platforms, leveraging each one's unique
strengthstocultivateaholisticmarketingecosystem.

An excellent example of Integrated Metaverse
Marketingisourhighlyacclaimedcampaignfor
L’OrealParis,deployedinsideSecondLife.
Entrusted with showcasing real-world cosmetic
collections endorsed by a diverse range of real-world
L’Orealspokesmodels,ourobjectivewastometiculously
craft a comprehensive and orchestrated brand and
product-driven campaign that not only resonated with
the discerning fashion and style-influenced user cohort
butwasalsonativelyandnaturallyplacedin-world.
To achieve these ambitions, we developed a range of
photo-realistic avatar skins that mirrored the existing
cosmetic products and colour palettes prominently
featuredinthereal-worldcampaigns.
The seamless fusion of these virtual skins with the
Second Life avatars created a unique immersive
experience,empoweringuserstoadornthemselveswith
thevirtualskinsofL’Oreal'sreal-worldcosmeticranges.
Tocomplementandfortifythisstrategicproductplacement,weplacedarangeofintegratedreal/metaadvertisementsacrossan
array of strategically targeted websites and curated landing pages.These carefully positioned adverts, supported with direct
teleportationlinks,servedasgateways,effortlesslytransportingintriguedindividualstodesignatedregionswithinSecondLife.
Thisstrategicmanoeuvregreatlyamplifiedthecampaign'sreachandimpact,drivingvisitorseasilyintoourcampaign.
From innovative experiential activations that seamlessly
bridge the physical and virtual realms and gather highly
valuable data and research, through to integrated
marketing campaigns that leverage the unique
capabilities of both domains, the possibilities for
immersive and immersive marketing experiences are
boundless.
In essence, the integration of real-world marketing
activitieswithMetaversecampaignsempowersbrandsto
harness the full spectrum of marketing potential. By
synergistically merging these channels, businesses can
unlock new dimensions of engagement, extend their
reach, and establish a cohesive brand narrative that
transcendstraditionalboundaries.

Of paramount importance to the success of this campaign was partnering with existing virtual stores. By
identifying and partnering with these well-established virtual fashion and clothing stores, we circumnavigated the need to
constructourownbespokevirtualstorefrontsfromthegroundupandthenattempttodrivefootfallandcreateawareness.
Byleveragingtheexistingcustomerbasesofthesestores,alongwiththeirestablishedcommunicationchannels,wewereable
to hit the ground running from the campaign's inception. This collaborative approach not only expedited our campaign's
progressandsuccessbutalsofortifiedthecampaign'sinfluenceandresonancewiththein-worldresidents.
Importantly, we only 'built' one bespoke venue for L'Oreal - the creation of a bespoke social product hub nestled
within the prestigiousvenueaffectionatelyknownasthe"GreeniesKitchen."Withinthisenvironmentcontaininggiantsuper-
sized tables, chairs, and an assortment of other kitchen equipment and accessories, we created a giant handbag.Within the
handbag,wemadeaselectionofL’Oreal'sassociatedproducts,eachonedistributingadifferentcosmeticrange.

So,insummary,youdon'talwaysneedtoreinventthewheelwhenitcomestomarketingintheMetaverse.
Think of virtual platforms as extensions of real-world initiatives, with the massive upside of direct and synchronous user and
customerengagementandtheabilityto'powerup'yourreal-worldmarketinginnewandhighlycreativeways.
IntegratewiththeMetaverse.
In the ever-evolving landscape of digital marketing, there was a time when having a website was deemed sufficient. The
prevailing belief was that visitors would instinctively find the site, effortlessly navigate through its pages, locate the exact
productstheydesired,andproceedtopurchasewithoutanyfriction,encouragement,oradvertising.However,wehavecometo
recognise that this idealistic notion falls short of reality. The path to online success requires a more proactive and strategic
approach.
Virtual worlds, with their immersive environments and
collaborative nature, transcend the concept of opening a
virtualstoreasamerereplicaofitsreal-worldcounterpart,
completewithproductreplicasneatlyarrangedonvirtual
shelves. Instead, they provide a canvas for interaction,
engagement, and the potential to nurture and forge
synchronouscustomerrelationships
Itiscrucialtounderstandthatvirtualworldsarenotsolely
platforms for lead generation or harvesting prospect
contactdata.Whiletheseobjectivescanbepursuedwithin
the Metaverse and should always be considered, they
should emerge as outcomes from the dynamic activities
thatcharacterisethemetaverse.

The true essence of the Metaverse lies in its capacity to foster engagement, facilitate interaction, and cultivate intimate
relationshipswithbrandfollowers,customers,andprospects.
Asastutemarketers,wemustscrutiniseourproductsandserviceswithadiscerningeye,seekinginnovativeandcreativeavenues
tobringourbrandstolifeinsidevirtualplatforms.ThisintentionalpursuitenablesustobringMetaverseresidentsclosertoour
brands,creatingheightenedreceptivenessandasenseofaffinity.
Apowerfulstrategyliesinimbuingourbrandsandproductswithanintriguingqualityorenhancedfunctionalitythatsurpasses
their real-world counterparts. By making our virtual offerings "do something" interesting or unique, we can effectively draw
peopleclosertoourbrandwithinthevirtualworld.Herearesomeexamples:
DecorativeVirtualGoods:Giveawayavatarclothingoraccessories.Thesecouldbelimitededitionsorcompletelynew
creationsmadespecificallyfortheMetaverse.
Access-DrivenVirtualGoods:GiveusersticketsorpassestogatedorspecialeventareasofyourMetaversevenue.
Functional Virtual Goods: Create products with a utility that enhances the user experience. A power-up or a special
powerforexample.
Moreover, these virtual products should be actively promoted and strategically given away to residents, either through
complimentarydistributionoratanominalcost.Byallowingresidentstotakepossessionofthesevirtualitems,customisethem,
proudlydisplaythem,andtraversetheMetaversewiththem,wecreateanexperienceakintoproductsamplinginthephysical
realm.
.
Rememberthatvirtualworldsaresimplyanother
channel, and traditional marketing mechanics can be
seamlesslyadaptedtothrivewithinthisdomain.
By offering something of value to residents instead of
passively expecting their interaction with our brand, you
tactically dilute the commercial aspect, fostering a more
organicandauthenticconnection.
Thisapproachnotonlydemonstratesyourcommitmentto
enhancing their metaverse experience but also serves as a
catalyst for active engagement with your products and
services.
By implementing this strategic objective with meticulous
attention to detail, we pave the way for potential viral
activity to emerge, transcending the virtual realm and in-
turneventransmittingbackintotherealworld.
Ultimately, this synergy between the virtual and physical
realms can be harnessed to amplify brand advocacy and
establishalastingimpactonatargetaudience.
In conclusion, within the Metaverse marketing
landscape, it is imperative to recognise that a
shop front alone falls short of meeting the
demands of the contemporary Metaverse
consumer.
By embracing the unique opportunities presented by
virtual worlds, crafting engaging experiences, actively
distributing virtual products with value and utility, and
fostering meaningful interactions, brands can position
themselvesaspioneersintheMetaverse,achievingbrand-
newlevelsofcustomerresonanceandbrandimpact.
GivingisBetterthanReceiving.

Establishing a presence within the Metaverse requires an understanding of its unique dynamics and
requires consideration of a departure from conventional digital marketing approaches.Treating virtual world
engagement as synonymous with website activities or considering the mere existence of a virtual venue as sufficient for a
successfulMetaversecampaignisagravemisstepthatcompaniesmustavoidatallcosts.
As marketing departments strategise their entry into the Metaverse, it becomes crucial to devise effective approaches for
providingvisitorswithcompanyrepresentativeswhocanreadilyassistandengagewithusersinthesevenues.Trustus,thereis
nothingworsethanavisitorshowingupatacompany-brandedvenueinsideavirtualworldandseeingthatit'sempty.
Itisimportanttonotethatthisdoesnotimplyaconstant24/7presenceatthevirtualvenue.However,duringpivotalmoments
suchasproductlaunchesandothersignificantevents,itisessentialtohaveknowledgeableindividualswhocanauthoritatively
representthecompany'sinterestsandtheoverallobjectivesoftheMetaverseactivities.
Virtual worlds transcend the boundaries of traditional
digital spaces. They're vibrant environments, crafted to
facilitateengagementandinteractionthroughavatarsand
actions.
These virtual venues in some cases will emulate real-
world settings or events and consequently, they
necessitate a distinct treatment that recognises their
immersive nature and their purpose as conduits for
genuineinteraction.
A prevalent issue that has come to the forefront is the
perception of emptiness within marketing venues in the
Metaverse during certain periods, especially when the
company's personnel fail to occupy and manage them
adequately,or,theagencythatcreatedthespacefailedto
planaccordingforvenueand/orconciergemanagement.
Thisprominenceofcompanycoveragearisesfromthefact
thatvisitorscanreadilyobservethepresenceorabsenceof
otherindividualsinthesamevirtualspace

ThisisanapproachwedeployedfortheMcDonald'sFeel-GoodMarketingAwards.Weidentifiedandrecommendedtheneed
for Concierge coverage during three important phases of the overall campaign timetable and planned well in advance of the
eventphasingtoensurewehadtrainedstaffonhandtoeffectivelyonboard,assistandguidethevisitorstotheawardsshow.We
identifiedaclearetofcustomermanagementobjectives.
Assistnewusersfortheir1stvisittotheMcDonald'svenuetoensuretheyknewhowtocreateanddrivetheiravatars
Beon-handforreturningvisitorswhentheycamebacktothevenuetowatchshowcasesoftheawardnominees
Pro-activelymanagethemaineventtoensureeveryonetooktheirseatson-timeandenjoyedtheawardsshow

Embracing this approach yielded numerous benefits. Primarily, the presence of Concierge support avatars
wearing McDonald's branded clothing sent a resounding message to visitors of the show that McDonald's
wasgenuinelycommittedtotheevent,itsactivities,andtheMetaversecommunity.Additionally,noonewas
leftstandingoutsidethevenueduringtheeventitself,negatingthedown-sideofactuallymissingtheawards
And now, with the advent of intelligent NPCs powered by AI chat, there's a new and novel alternative to having 'real' people
representing your company. Autonomous agents can effectively provide out-of-hours support for users wanting further
informationorsimplyaguidearoundyourvenue.
In conclusion, establishing a strong foothold in the Metaverse demands a distinctive marketing approach that recognises the
immersive nature of virtual worlds. By appreciating the living, breathing environments they embody, companies can position
themselvesascommittedstakeholderswithintheMetaversecommunity.
Keeptheseatswarm.
IntherapidlyevolvingMetaverselandscape,virtualworldshaveemergedasacaptivatingplatformforbusinessesandbrandsto
engagewiththeiraudienceinnovelandimmersiveways.Inthe6thPoint6ofour7PointPlanforMarketingintheMetaverse,
we will explore the remarkable benefits of running events, competitions, and other activities within virtual worlds, and how
these experiences can stimulate and maintain interest in a branded company venue, ultimately fostering loyalty and
encouraging repeat visits. Let's dive into the exciting world of the Metaverse and discover why it is a game-changer for
marketingandevents.

HerearefivekeybenefitsofStokingtheFireinyourMetaversevenue.
Unparalleled Immersion: Virtual worlds provide an unparalleled level of immersion that captivates participants,
transcending the boundaries of physical space. By leveraging this immersive environment, businesses can create memorable
experiencesthatforgedeepconnectionsbetweenparticipantsandtheirbrand.Creativityisthekeyfactorhere.Don'tforgetthat
intheMetaverseanythingispossible.
Whether it's exploring an interactive virtual showroom, participating in a treasure hunt, or attending a virtual event (or
conferenceonaB2Bbasis),theMetaverseenablescompaniestocraftengagingandinteractiveexperiencesthatleavealasting
impactonattendees.
Amplified Social Interaction: Human connection lies at the heart of successful marketing strategies, and virtual events offer a
unique opportunity to foster social interaction.Within virtual worlds, participants can engage in real-time conversations, form
communities,andcollaborateonactivities.
Accessible and Inclusive: One of the most remarkable
aspectsofvirtualeventsistheiraccessibilityandinclusivity.
Unlike physical venues that may have limitations on
capacity, time, location, or cost, virtual worlds allow
individuals from all corners of the globe to participate
effortlesslyfromavarietyofdifferentdevices.
This inclusivity enables businesses to reach a broader
audience, extending their brand's influence and
connecting with diverse communities. By breaking down
barriersandcreatingamoreaccessibleexperience,virtual
eventsprovideaplatformforcompaniestoshowcasetheir
commitmenttodiversityandinclusivity.

Thesesharedexperiencesbuildasenseofcamaraderie,encouragingattendeestoreturnandengagewiththebrandedvenue
repeatedly. By harnessing the power of social interaction, businesses can cultivate a loyal community around their brand,
generatingbuzzandsparkingconversationsthatextendbeyondthevirtualrealm.
Data-Driven Insights:Virtual events provide a wealth of
data-driven insights that can inform marketing strategies
and drive business growth.Through analytics and tracking
tools, businesses can gather valuable information about
participantbehaviour,preferences,andengagementlevels.
These insights allow companies to understand their
audience better, tailor future events to their interests, and
refine theirmarketingefforts.Bycontinuouslyanalysingthe
data,businessescaniterateandimprovetheirvirtualexperiences,deliveringexceptionalcontentthatresonateswithattendees
andencouragesthemtoreturnforfutureengagements.
Cost-Effectiveness and Sustainability: Hosting events in virtual worlds often comes with significantly lower costs
compared to physical events. Companies can save on expenses related to travel, venue rental, logistics, and infrastructure.
Additionally,theenvironmentalimpactofvirtualeventsissignificantlyreduced,asthereisnoneedfortransportationorphysical
infrastructure.
Thiscost-effectivenessandsustainabilitymakevirtualeventsanattractiveoptionforbusinesseslookingtomaximisetheirROI
whileminimisingtheircarbonfootprint.
In conclusion, the Metaverse presents unparalleled opportunities for businesses to engage their audience
andcultivatebrandloyalty.LaunchingavenueintheMetaverseisjustthefirststageofaneffectivevirtual
world strategy.You have to create a programme of regular events. By harnessing the immersive power of
virtualworlds,companiescancreatecaptivatingevents,competitions,andactivitiesthatstimulateinterest
intheirbrandedvenuesandenticeparticipantstoreturnregularly.
Fromenhancedimmersionandinclusivitytoamplifiedsocialinteractionanddata-driveninsights,thebenefitsofrunningevents
invirtualworldsarevastandtransformative.AstheMetaversecontinuestoevolve,businessesthatembracethisdigitalfrontier
willbeattheforefrontofinnovation,drivingengagementandbuildinglastingconnectionswiththeiraudience.
StoketheFire.

We'venowreachedthefinalpartofour7PointPlanforMarketingintheMetaverseandweconcludewith
Cross-Promote.
AstheMetaversecontinuestocapturetheimaginationofpeopleworldwide,businessesareexploringinnovativewaystobridge
the gap between virtual and physical experiences. In this blog post, we will delve into the exciting realm of cross-promoting
Metaverseactivityintotherealworldanduncovertheimmensebenefitsitbrings.
Specifically, we will explore how rewarding Metaverse
users when they interact with a brand in the physical
world can amplify customer engagement, foster brand
loyalty, and create memorable experiences that extend
beyondvirtualworlds.
Amplifying Engagement and Loyalty: Cross-
promotingMetaverseactivityintherealworldprovidesa
powerful avenue for amplifying engagement and
fosteringbrandloyalty.Byincentivising
Metaverse users to interact with a brand's physical
offerings,companiescancreateaseamlessandimmersive
brandexperience.
For instance, rewarding Metaverse users with exclusive
discounts, early access to new products, or special event
invitations when they visit physical stores or attend real-
world events cultivates a sense of exclusivity and
belonging. Intheseinstancesthevirtualitemswouldbe
either decorative, functional or access-driven virtual
goods.
This cross-promotional approach motivates
Metaverse users to explore the brand further,
establishingadeeperemotionalconnectionand
loyaltythatextendsbeyondthevirtualworld.

Creating Memorable Experiences: Cross-promotion allows businesses to create memorable experiences that seamlessly
blendthevirtualandphysicalrealms.ImagineascenariowhereaMetaverseuserwhoachievesacertainmilestoneorlevelor
completesaspecifictaskisrewardedwithanopportunitytomeettheirfavouriteinfluencerorattendanexclusiveeventinthe
realworld.
These unique experiences leave a lasting impression, generate positive word-of-mouth, and increase brand advocacy. By
integrating Metaverse accomplishments with real-world rewards, companies can leverage the excitement and enthusiasm
generatedwithintheMetaversetocreateunforgettablemomentsthatresonatewiththeiraudience.
Nurturing Brand Advocacy: By cross-promoting metaverse activity in the real world, companies can nurture brand
advocateswhoactivelypromotetheirbrandacrossbothrealms.WhenMetaverseusersarerewardedfortheirengagementwith
a brand in the physical world, they are motivated to share their positive experiences with others, becoming enthusiastic
ambassadors
.‍
Forexample,abrandcanimplementreferralprogramsthatincentivisemetaverseuserstobringtheirfriendsor
familytoengagewiththebrandinthephysicalworld.Thisword-of-mouthmarketingdrivesbothbrandawarenessandvisitors.
Herearesomesectorexamplesofcross-promotionideas..
FashionBrand:AfashionbrandcancreateavirtualshowroomintheMetaversewhereuserscanexploreandtryonvirtual
versionsoftheirlatestcollections.Userscanthenhavetheoptiontopurchasethereal-worldcounterpartsofthevirtualgarments
theyliked,eitheronlineorin-store,withexclusivediscountsorlimited-editionitemsasrewardsfortheirmetaverseengagement.
Building Stronger Connections: Cross-promotion
between the Metaverse and the real world offers a
powerful opportunity to build stronger connections
betweenabrandanditsaudience.WhenMetaverseusers
are rewarded for their engagement with a brand in the
physicalworld,itdemonstratesagenuineappreciationfor
theirsupportandcommitment.
This gesture creates a sense of reciprocity, deepening the
bondbetweenthebrandanditscommunity.Forexample,
acompanycanorganisemeetupsorfaneventsexclusively
for Metaverse users who have shown loyalty in both
realms.Byfacilitatingface-to-faceinteractions,businesses
humanisetheirbrandandforgepersonalconnectionsthat
transcendthevirtualenvironment.
Encouraging User-Generated Content: Cross-
promotingMetaverseactivitybacktotherealworldoften
sparks user-generated content (UGC), which can be a
powerfulmarketingasset.
WhenMetaverseusersarerewardedfortheirengagement
withabrandinthephysicalworld,theyaremorelikelyto
sharetheirexperiencesonsocialmedia,creatingauthentic
andrelatablecontentthatresonateswiththeirpeers.
For instance, a brand can encourage Metaverse users to
createvirtualversionsoftheirreal-worldproductsoreven
come up with completely new products beneath the
overallbrandumbrella.

Food and Beverage Brand: A food and beverage brand can host virtual cooking classes or mixology sessions in the
Metaverse,whereparticipantscanlearnrecipesorcocktail-makingtechniquesfromrenownedchefsorbartenders.Asareward
for attending these virtual classes, participants can receive vouchers or discounts for the brand's products in physical stores or
onlineplatforms.
Automotive Brand: An automotive brand can create a
virtualshowroomortest-driveexperienceintheMetaverse,
allowing users to explore their latest car models and
customise them virtually. To encourage real-world
engagement, the brand can offer metaverse users the
opportunity to test drive the actual cars at their physical
dealerships, with incentives such as VIP treatment, special
discounts,orexclusiveaccessories.
Entertainment Brand: An entertainment brand, such as a
moviestudiooramusiclabel,canorganisevirtualpremieresor
concerts in the metaverse, featuring exclusive performances or
sneakpeeksofupcomingreleases.
To cross-promote the campaign, attendees of these virtual
events can have the chance to win tickets to real-world movie
premieres,concerts,ormeet-and-greetsessionswithartists.
Sports Brand: A sports brand can create a virtual sports arena or stadium in the Metaverse, where users can participate in
virtualsportscompetitionsorwatchlive-streamedgames.Asareward,participantscanreceiveexclusivemerchandise,limited-
editionsportsequipment,ortheopportunitytoattendreal-worldsportingeventsasVIPguestsormeettheirfavouriteathletes
inperson.
Insummary,Cross-promotingMetaverseactivityintherealworldoffersbusinessesauniqueopportunityto
bridgethegapbetweenvirtualandphysicalexperiences.ByrewardingMetaverseusersforengagingwith
a brand in the physical realm, companies can amplify engagement, foster brand loyalty, and create
memorableexperiences.
This approach cultivates a sense of exclusivity and belonging, motivating users to explore the brand further. The seamless
integration of metaverse accomplishments with real-world rewards generates positive word-of-mouth, encourages user-
generatedcontent,andnurturesbrandadvocacy.ByleveragingtheexcitementoftheMetaverse,businessescancreatepowerful
connectionswiththeiraudiencethatextendbeyondthevirtualrealm.

InSummary
Have a Plan: By investing in a comprehensive marketing plan that takes into account the unique aspects of
virtualworlds,businessescansetthemselvesupforsuccessandstayaheadofthecurveinthisrapidlyevolving
digitallandscape.Ifyou’reintheprocessofenteringtheMetaversegetintouchwithusbecausewecansaveyou
significanttime,effortandexpensewithyourplanningandexecution.
DesignisanOutput,notanInput:Thinkbeforeyouleap.Brandactivationsinsidevirtualworldsneedtobe
natively placed and crafted in the essence of the platform and in the same mindset as the residents inside the
world.It'snotaboutbuilding,it'saboutbeing.DesignisanOutput,notanInput.
Integrate:Youdon'talwaysneedtoreinventthewheelwhenitcomestomarketingintheMetaverse.Thinkof
virtualplatformsasextensionsofreal-worldinitiatives,withthemassiveupsideofdirectandsynchronoususer
andcustomerengagementandtheabilityto'powerup'yourreal-worldmarketinginnewandhighlycreative
ways.
Giving is Better than Receiving: By embracing the unique opportunities presented by virtual worlds,
crafting engaging experiences, actively distributing virtual products with value and utility, and fostering
meaningful interactions, brands can position themselves as pioneers in the Metaverse, achieving brand-new
levelsofcustomerresonanceandbrandimpact.
Keep the Seats Warm: Establishing a strong foothold in the Metaverse demands a distinctive marketing
approachthatrecognisesthe‘alwayson’immersivenatureofvirtualworlds.Byappreciatingtheliving,breathing
environments they embody, companies can position themselves as committed stakeholders within the
Metaversecommunity.
StoketheFire:TheMetaversepresentsunparalleledopportunitiesforbusinessestoengagetheiraudienceand
cultivate brand loyalty. Launching a venue in the Metaverse is just the first stage of an effective virtual world
strategy.Youhavetocreateaprogrammeofregularevents.Byharnessingtheimmersivepowerofvirtualworlds,
companies can create captivating events, competitions, and activities that stimulate interest in their branded
venuesandenticeparticipantstoreturnregularly.
Cross-Promote:Anintegrateddross-promotionMetaverseactivityintherealworldoffersbusinessesaunique
opportunity to bridge the gap between virtual and physical experiences. By rewarding Metaverse users for
engaging with a brand in the physical realm, companies can amplify engagement, foster brand loyalty, and
creatememorableexperiences.

As the Metaverse continues to captivate audiences, businesses
must have a well-crafted marketing plan in order to succeed.
Designing experiences that align with the essence of virtual
worlds and integrating virtual platforms with real-world
initiativesarecrucialforsuccess.
By embracing the giving mentality, brands can create
meaningfulinteractionsandestablishthemselvesaspioneersin
the Metaverse. Engaging the Metaverse community through
regular events and activities keeps audiences connected and
loyal.
Moreover, bridging the gap between the virtual and physical
realms through cross-promotion amplifies engagement, fosters
loyalty,andcreatesmemorableexperiences.
To navigate this exciting digital landscape, businesses should
seek expert guidance and embrace the unique opportunities
offeredbytheMetaverse.
MetaversedConsultinghasbeenguidingbrandsandcompanies
into the Metaverse since 2006. Contact us today to discuss how
wecandevelopacutting-edgestrategyforyourcompany.

AboutKZeroWorldswide
KZero Worldswide is the premier and longest-established Metaverse Consulting
fi
rm in the
world and a globally acknowledged leader in virtual world and virtual/augmented reality
activation, strategic consulting and analytics.
Since 2006, we have been serving the exciting and expanding Metaverse market, partnering
with and advising leading brands, enterprises, governments and operators within the sector.
Our focus lies in providing specialised services for Metaverse activations and initiatives.
Under the leadership of our founder and CEO, Nic Mitham, considered an industry expert in
predicting the development of the Metaverse and creating brand strategies within it, we o
ff
er
a comprehensive suite of services that include Metaverse development services, business
planning,
fi
nancial analysis, market assessment and sizing, new product development,
strategy formulation and campaign creation. Our client list includes

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