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Layar January 29th Webinar - Get More Out of Interactive Print
This document summarizes the key points from a webinar on best practices for interactive print campaigns using Layar. The webinar covers the six main steps to create a successful campaign: 1) developing a campaign concept, 2) preparing high-quality pages, 3) including clear how-to instructions, 4) adding calls-to-action, 5) designing custom buttons, and 6) testing and finalizing the campaign. It provides tips for each step, such as balancing editorial and advertising content and placing buttons in visually interesting areas. The goal is to create an outstanding user experience that achieves the campaign's objectives and focuses on the target audience.
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Layar January 29th Webinar - Get More Out of Interactive Print
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- 2. BEST PRACTICES WEBINAR WELCOMETO LAYAR BEST PRACTICES WEBINAR
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- 4. THE WORLD ISCHANGING.... Media consumption Mobile commerce Wearable devices Instant & real-time information
- 7. 24 uur reclame- Sanoma Lab NOW WHAT? © 2013, Layar B.V. STRICTLY Confidential and Proprietary
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- 10. WE BELIEVE connect theoffline and online world... ... and give consumers & businesses a meaningful experience
- 11. © 2013, LayarB.V. STRICTLY Confidential and Proprietary
- 12. © 2013, LayarB.V. STRICTLY Confidential and Proprietary
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- 15. BEST PRACTICES WEBINAR 1 Campaignconcept creation 2 Prepare pages according to best practices 3 Create clear “How-to” instructions 4 Create a call-to-action 5 Create custom buttons 6 Finalize & publish the campaign
- 16. BEST PRACTICES WEBINAR 1CAMPAIGN CONCEPT CREATION
- 17. BEST PRACTICES WEBINAR Inorder 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 ... Georgia Diaconescu Interactive Print Consultant
- 18. BEST PRACTICES WEBINAR Thecampaign 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.
- 19. BEST PRACTICES WEBINAR Keepa good balance between EDITORIAL and COMMERCIAL CONTENT.
- 20. BEST PRACTICES WEBINAR Keepa good balance between QUALITY and QUANTITY OF CONTENT.
- 21. BEST PRACTICES WEBINAR DO Afew pages with really great, interactive digital content DON’T dull, repetitive content on each page
- 22. BEST PRACTICES WEBINAR WHATKIND OF DIGITAL CONTENT?
- 23. BEST PRACTICES WEBINAR RELEVANT Relevantcontent for your target audience INFORMATIVE Offer extra information ENTERTAINING Let people interact with content EXCLUSIVE Behind-the-scenes information INTERACTIVE Present information in an entertaining way
- 24. BEST PRACTICES WEBINAR INTERACTIVEPRINT CONCEPTS
- 25. BEST PRACTICES WEBINAR HIDDENor INCOMPLETE REALITY
- 26. BEST PRACTICES WEBINAR REVEALA SURPRISE TO YOUR READERS! Actual Print What you see with Layar
- 27. BEST PRACTICES WEBINAR REVEALA SURPRISE TO YOUR READERS! Actual Print What you see with Layar
- 28. BEST PRACTICES WEBINAR REVEALA SECRET CHARACTER Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 29. BEST PRACTICES WEBINAR BUYPRODUCTS Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see
- 30. BEST PRACTICES WEBINAR SHOPPINGEXPERIENCE
- 31. BEST PRACTICES WEBINAR SHOPPINGBEHAVIOR Research (IPSOS, Google) shows that smartphones lead to purchases across channels
- 32. BEST PRACTICES WEBINAR + Workshop GeorgiaDiaconescu Interactive Print Consultant
- 33. BEST PRACTICES WEBINAR DWELLAHALIFE Workshop Georgia Diaconescu Interactive Print Consultant
- 34. BEST PRACTICES WEBINAR DWELLAHALIFE Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 35. BEST PRACTICES WEBINAR ENABLEREADERS TO BUY What you see with Layar
- 36. BEST PRACTICES WEBINAR ENABLEREADERS TO BUY What you see with Layar
- 37. BEST PRACTICES WEBINAR INTERACTIVEADVERTISEMENTS
- 38. BEST PRACTICES WEBINAR INTERACTIVEADVERTISEMENTS Workshop Actual Print Georgia Diaconescu What you see with Layar Interactive Print Consultant
- 39. BEST PRACTICES WEBINAR INTERACTIVEADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see
- 40. BEST PRACTICES WEBINAR INTERACTIVEADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 41. BEST PRACTICES WEBINAR INTERACTIVEADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 42. BEST PRACTICES WEBINAR CONTESTS,SWEEPSTAKES, QUIZZES
- 43. BEST PRACTICES WEBINAR CONTESTS Workshop ActualPrint Georgia Diaconescu Interactive Printwith Layar Consultant What you see
- 44. BEST PRACTICES WEBINAR CONTESTS CLICK &WIN! Actual Print What you see with Layar
- 45. BEST PRACTICES WEBINAR INTERACTIVECOVER PAGES
- 46. BEST PRACTICES WEBINAR COVERPAGES COME TO LIFE Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 47. BEST PRACTICES WEBINAR INTERACTIVECOVER PAGES Actual Print What you see with Layar
- 48. BEST PRACTICES WEBINAR INTERACTIVECOVER PAGES Actual Print What you see with Layar
- 49. BEST PRACTICES WEBINAR ENGAGEREADERS VIA SOCIAL MEDIA
- 50. BEST PRACTICES WEBINAR INTERACTVIA SOCIAL MEDIA Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 51. BEST PRACTICES WEBINAR LOCATIONRELEVANT CONTENT Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 52. BEST PRACTICES WEBINAR PODCASTS& VIDEO LECTURES Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar
- 53. BEST PRACTICES WEBINAR INTERACTIVEWORLD MAPS Workshop Georgia Diaconescu Interactive Print Consultant
- 54. BEST PRACTICES WEBINAR HOW-TOVIDEOS Workshop Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see
- 55. BEST PRACTICES WEBINAR ENRICHEDITORIALS Actual Print Workshop Georgia Diaconescu Interactive Print Consultant What you see with Layar
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- 57. BEST PRACTICES WEBINAR PREPARINGPAGES • Flat surface (magazine page) • High resolution, low size page (5MB) • Sufficient size & image detail • No borders or clutter • Avoid glossy paper
- 58. BEST PRACTICES WEBINAR THEPAGE 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.) • plain text similar images Graphics with patterns • insufficient details Look too similar to other pages in the same campaign the same in any orientation pattern
- 59. BEST PRACTICES WEBINAR Ifyou 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!
- 60. BEST PRACTICES WEBINAR IMPORTANT! TESTPAGES BEFORE PRINTING OUT THE FINAL PUBLICATION!
- 61. BEST PRACTICES WEBINAR 3 HOW-TOINSTRUCTIONS
- 62. BEST PRACTICES WEBINAR RESERVESPACE 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!
- 63. BEST PRACTICES WEBINAR INSTRUCTHOW 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.
- 64. BEST PRACTICES WEBINAR HOW-TOINSTRUCTIONS • CLEAR STEPS • CUSTOMIZE IT • make sure it ATTRACTS ATTENTION. • Place it RIGHT BEFORE the editorial content. Preferably on the right side.
- 65. BEST PRACTICES WEBINAR HOW-TOINSTRUCTIONS Here are some other options you can consider : We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.
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- 67. BEST PRACTICES WEBINAR LAYARSTYLEGUIDE
- 68. BEST PRACTICES WEBINAR LAYARSTYLEGUIDE • VISIBLE & INFORMATIVE • 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.
- 69. BEST PRACTICES WEBINAR LAYARSTYLEGUIDE • 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.
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- 72. BEST PRACTICES WEBINAR CALL-TO-ACTIONPOSITIONING
- 73. BEST PRACTICES WEBINAR CALL-TO-ACTIONPOSITIONING
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- 75. BEST PRACTICES WEBINAR CUSTOMBUTTONS STANDARD BUTTONS CUSTOM BUTTONS
- 76. BEST PRACTICES WEBINAR CUSTOMBUTTONS Make use of the print content. Button should clearly indicates what users can do. Actual Print What you see with Layar For instance, a play icon for a video button image
- 77. BEST PRACTICES WEBINAR CUSTOMBUTTONS Actual Print Custom buttons with semi-transparent background
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- 79. BEST PRACTICES WEBINAR CUSTOMBUTTONS Balancing digital content: EDITORIAL vs ADVERTISING 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
- 80. BEST PRACTICES WEBINAR 6TEST & FINALIZE CAMPAIGN
- 81. 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!
- 82. BEST PRACTICES WEBINAR TIP! Ifpossible, DO A TEST with a small group of colleagues, who were not involved in the project!
- 83. BEST PRACTICES WEBINAR HOWTO 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?
- 84. BEST PRACTICES WEBINAR RAISEAWARENESS!
- 85. BEST PRACTICES WEBINAR PRIORCOMMUNICATION 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!
- 86. BEST PRACTICES WEBINAR MEASUREYOUR RESULTS
- 87. BEST PRACTICES WEBINAR STATISTICSOVERVIEW The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour): Campaign statistics Total page views Page statistics Total interactions Button statistics Total unique users 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.
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- 89. BEST PRACTICES WEBINAR FIRSTCAMPAIGN TIMELINE Create campaign concept CAMPAIGN TIMELINE Prepare campaign pages, custom button designs one week Test & make final adjustments to the print version 1-2 weeks Create campaign & improve it based on feedback Test and finalize the campaign one week 3-5 days half week PRINT PRODUCTION TIMELINE Gathering ideas for Print Final decision on Print content Draft version of pages ready Final version of the pages ready (go to the printer) Internal distribution Public distribution
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