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    10 More Uses for 3D Content

    Uses for 3D ContentWe’ve all done it. You come up with a great concept, create outstanding content, post it on your site, kick back and wait for the business to roll in. But are you doing enough?

    With so much content fighting for so many eyeballs, it’s not enough to just post it and forget about it. You need to make sure your best content gets in front of your customers, sales team and partners.

    Creating a plan to effectively distribute your content takes time, but also gives you the most bang for your buck.

    So stop hoarding your best content and get planning.

    10 places to distribute your 3D content:

    1) Your Website (on the Right Pages)

    Don’t limit publishing to product pages. Customers likely search for product information on your Help, Customer Service, and FAQ sections.

    Prominently feature new products and product lines on the home page for maximum visibility. 3D set shots like those used by RODA by Basco make a lasting first impression, especially when placed above the fold.

    RODA's home page

    Screenshot of RODA‘s home page which prominently features 3D set shots from MediaLab.

    Do some brainstorming and consider creating interactive tools that get customers excited about your product. ClosetMaid used 3D set shots to upgrade its DIY design tool that generates 5+% of its sales.

    ClosetMaid Designs

    ClosetMaid was able to develop a variety of 3D images for their DIY Tool, including propped/unpropped, different materials, different finishes, and different configurations.

    NETGEAR took a similar approach and created the 3D Interactive Home — an interactive tool customers use to visualize NETGEAR home networking products and how they work together.

    NETGEAR Interactive Screenshot

    Interactive environments give NETGEAR the opportunity to feature different solutions for different rooms.

    Texas Instruments used 3D animation and zoomable images to create an interactive virtual school, complete with classrooms that teachers and staff can customize with TI products and services.

    TI Screenshot

    This science class rooms shows relevant Texas Instruments calculators and products.

    2) Product Packaging and/or Instructions

    Add QR codes, shortened URLs, or other shortcuts to the product itself or in your use/care guides so customers can easily access 3D instructional animations. Whirlpool put codes on their dryers to help customers access 3D instructional animations that explain how to install and use the dryers correctly. The result? Customer satisfaction went up, and complaints went down.

    Whirlpool Dryer QR Codes

    These tags help consumers properly install Whirlpool Dryers and feature QR Codes.

    Black & Decker placed QR codes next to key steps in the printed installation instructions for their SmartCode Deadbolt to help customers install the locks correctly. This cut down on complaints and reduced the high return rate for the product.

    SmartCode Packaging

    The SmartCode Packaging also included a Microsoft Tag to Installation Instructions.

    3) Print and Digital Campaigns

    Done right, 3D images rival the best high-quality photography, which is why big brands are increasingly relying on them. Most companies can easily replace 60% of their shots with photorealistic 3D images and reserve those intensive photo sessions for key hero shots.

    Jenn-Air used 3D set shots to promote its armoire-style refrigerator door panels in an annual print catalog.

    Jenn-Air Catalog

    Jenn-Air used the 3D set shot for their Armoire-Style Door Panel Kit on page 72 of their product catalog.

    Basco used 3D images in TV commercials.

    3D animations can also be repurposed. Contigo featured 3D animation of its Autoseal Pitcher in a QVC segment.

    Contigo QVC Segment

    Contigo worked their 3D product animation into their QVC segment. Check out timestamps 1:50 and 7:47 of their product video.

    And, don’t forget to include helpful 3D content in your purchase confirmation and follow-up emails. Link to the images and animation that reinforce your brand and increase customer satisfaction with your remarkable product.

    4) Your Sales Team and Call Center

    This one seems obvious, but too often, sharing with your team happens only as an afterthought, or gets forgotten altogether. Jenn-Air created 3D set shots of its armoire-style refrigerator door panels after receiving a request from its sales team for high-quality images to showcase the armoire kit in four different configurations. Your sales team needs the best assets you have to close the deal. Don’t hold out on them!

    Instructional animations and images can be a huge resource for your call center, especially when used to answer questions, help with installation, and resolve problems with new products, just like Whirlpool did.

    5) Distributors and Installers

    Jenn-Air shared their new content with their distributors and created an updated training tool for their installers using their new 3D animation.

    Jenn-Air Training

    3D Images and Animation were used in this training for installers to clearly communicate the steps involved with Jenn-Air‘s built-in refrigerator.

    A Few Tips on 3D Content Sharing with Distributors and Installers:

    • Make it easy to find. Place a prominent link in your main navigation or footer navigation that’s easy to find, so they can easily access sales, training, or resource information. You can password-protect this content if needed.
    • Make it ready to use. Provide 3D product images and set shots in several sizes. These should be optimized for the web and ready to download for use on websites, in emails, or social media. Provide installers that complete trainings or certifications with logos or images they can place on online certifications pages and/or use in print collateral, including brochures, business cards, and vehicle wrappers.
    • Keep distributors and installers informed. They won’t know you have new resources available if you don’t tell them. Send emails with links whenever you post new material and consider sending a monthly or quarterly recap if you regularly add 3D images and/or animation.

    6) Channel Partners

    In a previous blog post, we talked at length about the importance of sharing with channel partners. Many of your partners have large websites that are highly ranked on search engines and bringing in big audiences you need to reach. Whirlpool, Masonite, and ClosetMaid have all found success sharing 3D content with their partners.

    Tips for Sharing 3D Content on Partner Websites:

    • Keep 3D content above the fold. This is especially important if you’re trying to reach mobile audiences.
    • Make sure 3D images and animation are easy to see and/or play. Stay away from anything designed in Flash, since most mobile users can’t access it.

    7) YouTube and Social Media

    Sharing on social media is an excellent way to expand your reach, especially if you’re trying to target specific demographics, like younger customers or mobile users.

    Instructional animations play beautifully with YouTube audiences, especially as more customers realize they can expect to find high-quality content there. Once Whirlpool began posting animations for their high-efficiency washing machines on YouTube, it wasn’t long before call center reps began receiving requests for more.

    And while YouTube is an obvious choice for 3D animations, don’t forget about Facebook, LinkedIn, Twitter, Pinterest, Instagram, and Vine. These social media sites provide an excellent opportunity to play with the format of your content.

    For example, RODA by Basco included 3D product images in videos they shared on YouTube and Facebook. You can also share screenshots pulled directly from 3D animations. Don’t be afraid to experiment with different options to determine what works best for your brand.

    8) Channels Using Interactive Technology

    With augmented reality (AR), the possibilities are endless. Start by incorporating AR into your next print campaign. Need some ideas to get your creative juices flowing? Check out 12 Practical Uses of Augmented Reality.

    9) Location-Based Marketing

    Use beacons to locate customers in-store and share relevant 3D content about the products they’re browsing. We’re so excited about this new technology, we can hardly stand it. Check out our favorite beacon-based shopping scenarios and beacon best practices for marketers for more info and ideas.

    10) Your Properties and Corporate Headquarters

    Showcase your content in every location, showroom, and office for maximum exposure. RODA by Basco even used images from their 3D set shots to create eye-catching framed posters they now display in their showrooms.

    BascoPosters

    RODA created posters from their 3D images to hang in their showrooms and corporate offices.

    This is Just the Beginning…

    This checklist is just a starting point. As technology evolves, especially in social media, in-store marketing, and the augmented reality realm, you’ll find ways to share your 3D content that you never thought possible.

    How have you shared your 3D assets?

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    1. […] efficiency and can potentially lower your overall costs. Take the time to consider the different imagery you might need for you and your channel partners. Of course, if you find you need additional images later, those […]

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