Spot the Difference: Does a website and interactive presentation offer the same experience?
At Quintessence, we’ve noticed a new positioning recently - websites becoming a replacement to the traditional marketing suite or visitor experience centre. But, do they offer the same value and experience to you and your customers?
Is the increasing lean towards virtual content production for websites just the latest trend, or is it here to stay?
As specialists in interactive solutions and virtual content production, the Quintessence team believe this trend is here to stay. We’ve been around the block enough times to see this cyclical transition.
The pandemic has bought changes. People aren’t willing to travel for "browsing" purposes and digital formats need to offer a true representation, so consumers can make valued opinions before deciding to visit a sales and marketing suite.
The marketing campaign needs to be taken to the people, rather than people being bought to the campaign.
If a consumer decides to attend a marketing suite or experience centre as a result of a digital campaign, they are now going more prepared and qualified than ever. Sales appear to be consistently high in some sectors and regional locations as a result. The cost versus reward for a website representation is a safe bet then?
Or is it? Do the two really compare?
From our experience, current market sales don’t convert well online compared to a visit to a physical suite. Visitor numbers may be high, but the quality of leads in the marketing suite is far greater, as people are better pre-qualified before attendance.
There appears to be no complete replacement for the physical marketing suite.
One may argue that, if sales are good, then no marketing suite or experience centre is needed and a website alone is fine. But, on the flip side, one may also argue that, as soon as the market changes, the companies with only a website are then underprepared, and sales could be better generated through a physical suite.
We must remember that a website is a solitary process too. It isn’t a visitor experience and removes the emotional sale. Linear by design, and therefore difficult to compare and contrast, it’s a convenient alternative. But nothing outweighs the physical experience, where you can touch, feel and be immersed in the surroundings of the big investment you’re about to make.
Typically, the trend towards high impact engagement in the marketing suite, with the large-format immersive presentations that Quintessence produce, offers an ideal personalised sales journey. They get to the product of choice through valued advice and conversation - a sale with a human, emotional element to drive it.
What’s the IDEAL solution then?
There's always a sweet spot to strive for, and the Quintessence team are busy exploring a hybrid option for release this year: virtual sales and marketing suites. A blended mix of technologies that enables the all-important personal experience online, fully engaging the visitor's chosen avatar in an immersive experience that replicates a marketing suite visit. Watch this space.
As always, we'd love to hear your thoughts.
About the Author:
Rob Bosher has built a portfolio of companies that deliver creative interactive experiences and innovative solutions for forward-thinking companies worldwide.
Across numerous sectors, Rob has innovated Smart Cities, Smart Buildings and Smart Workspaces, delivering engaging visualisation, presentation and collaboration technologies for better sales, marketing and communication.
Contact via LinkedIn or email: firstname.lastname@example.org
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