It was the virtual reality experience seen around the world. Last year MAX, a gaming business that's part of the Tatts Group, used virtual reality to rebrand the business with stunning results.
"The challenge was to create a VR experience that triggered an emotional response to the rebrand," says Glen Strong, general manager of marketing and product development (gaming) at MAX.
![Ben Thompson, founder and CEO of Employment Booth, says virtual reality has multiple benefits.](/web/20170126110102im_/http://www.theage.com.au/content/dam/images/g/t/x/n/c/g/image.related.articleLeadwide.620x349.gtxn79.png/1485241741295.jpg)
"The way we achieved this was by triggering the fear of heights response, then presenting viewers with the new brand to lead them to safety in the form of a floating platform," he explains.
It was a marketing coup and the message for small business is: appreciate virtual reality's potential for your business or be left behind.
![MAX booth in full flight.](/web/20170126110102im_/http://www.theage.com.au/content/dam/images/g/t/x/n/c/h/image.related.articleLeadwide.620x349.gtxn79.png/1485241741295.jpg)
Matthew Pezzimenti, director at Conversion Kings, a sales conversion rate optimisation agency, says it's important businesses see virtual reality as more than just an expensive gimmick.
"VR itself won't mean more sales, but its potential to increase conversion in the physical space is unmatched by any other medium before it. So small businesses should begin planning, developing and testing their VR strategy now," says Pezzimenti.
But he says virtual reality isn't being used to its full potential commercially. Rather, at the moment it tends to be used as technology for technology's sake.
"VR has huge potential to increase conversion as it allows customers to interact with your product and brand in an immersive way. That immersion leads to connection and ultimately, increased conversion."
![MAX's Glenn Strong says emotional responses were used in the Tatts Group rebranding.](/web/20170126110102im_/http://www.theage.com.au/content/dam/images/g/t/x/n/c/i/image.related.articleLeadNarrow.300x0.gtxn79.png/1485241741295.jpg)
Practical applications include using VR to visualise how new pieces of furniture will look in a home or choosing colour and accessories when buying a car. Real estate businesses have been early adopters to show homes.
One of the ways to move virtual reality from being a gimmick to a serious business tool is to provide great content through it – which is exactly what the Pokemon fad did last year, and what MAX did, too.
Landon Curry is the managing director of RedCartel, a VR and 3D animations company whose VR clients include Myer, eBay and Red Bull.
"Each piece of content we create tries to invoke an emotional response with the viewer or user, be it an ad or a film or infographic. The trick is to quickly engage the audience. VR invokes an emotional response immediately; as soon as you put on the headset there is an expectation, similar to the lights going down in a movie theatre," he says.
"When the experience starts you are in a new reality and interacting, picking things up, moving around and playing. It is very engaging and immersive. There is really is a wow factor, but you need to capitalise on it."
Aside from its marketing and consumer purposes, virtual reality can also small businesses help with HR and employee training.
Ben Thompson, CEO at Employment Hero, a cloud-based HR, payroll and employee benefits platform says virtual reality has multiple benefits, including reduced risk, active training, improved remote access and an ability to simplify complex ideas.
"Recruitment is one of VR's main benefits. You can interview candidates remotely, give them a tour of the workplace, allow them to try out their job, experience and culture and more effectively test your candidate," he explains.
The idea is to make 2017 the year you check out how virtual reality – and other innovations – can help your business thrive and prosper.
What are you doing in your business this year to embrace emerging trends? Leave your comment below.
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