3D marketing is the use of digital content in the creation and promotion of a product. Digital content is 2D or 3D graphics that help, entertain and keep the consumer’s attention on the product in a simple way. This creates a new form of added value and a great opportunity to attract new customers.
The price of a 3D marketing campaign for each business is, of course, different. In the article, I propose to consider the components of a 3D marketing campaign and the price range in accordance with the 3D marketing tool and the business industry
Therefore, the structure of the campaign launch consists of the TWO following components:
- Creative and technical road map of the project. Development of a creative campaign concept in accordance with the basic marketing strategy of the brand, target audience, product, and expected results.
This component includes the creation of a project idea, selection of the right technological tool for the campaign ( AR or VR or METAVERSE ), development of the Game design document, concepts of 3D\2D content, optimal cross-platform integration, blockchain or AI connection plan (if necessary), etc.
Price for this component: from $1,000 to $10,000, depending on the project
In the creative industry, ideas and creativity are the most valuable and, accordingly, the most expensive!
2. 3D marketing tools
Depending on the chosen strategy of the company, the most effective tool is chosen. There are several of them:
- Augmented reality technology ( AR )
- Virtual reality technology ( VR )
- METAVERSE. Creating your own gaming metaspace or using existing meta-platforms to sell goods or services there.
- NFT. Creation of a product in visual-digital form and its subsequent sale using a non-fungible token.
- GAMIFICATION. Involvement of the consumer in game mechanics with the brand
2.1 AUGMENTED REALITY
AR projects are implemented using the development of a mobile application, integration of augmented reality on the site (WEB AR), AR filters on social networks Instagram, SnapChat, TikTok. Hardware augmented reality using screens and corresponding software is less often used. AR glasses are used even less often.
Price range: from $500 to $80,000. This is a complex project taking into account both programming and development of 2D\3D content. The cheapest projects are mainly AR filters for social networks. Then there are mobile applications with AR, WEB AR. AR projects for programming navigation and hardware augmented reality are more expensive. The most expensive in development is the combination of AR and AI and AR with blockchain.
2.2 VIRTUAL REALITY
The VR project is implemented with the help of 360 video shooting, programming of VR applications, the structure of which includes simulators, simulations, games, and the possibility of online events.
Price range: from $3000 to $500,000. This is a complex project that takes into account both programming and the development of 3D content. The cheapest projects are 360 video shooting, followed by programming of simple game mechanics. The most expensive – training simulators in VR, high-quality VR games, organization of VR events. The most expensive are VR projects with realistic content in the field of medicine, mechanical engineering, simulation and training in various production processes.
The Metaverse project is implemented through the creation of graphic, software and server nodes that allow a large number of users to be in one created 3D space at the same time, to be able to interact with each other through their unique digital copies – 3D avatars, to be able to buy/sell digital assets on blockchain technology, etc. The server part of the project is of great importance.
Price range: from $100,000 to $1,000,000. This is a complex project taking into account both programming and 3D content. The server part is not included in the price. The price includes porting to VR glasses, as well as development on PC and mobile devices. This cost comes in the case of the brand developing its own game platform with the possibility of user interaction, blockchain integration, transactions, 24\7 real-time actions within the system. If we are talking about the integration of the brand into the ready-made METAVERSE platform, the cost of the project is several times lower.
The NFT project is implemented by creating visual 3D images, which the brand then sells on relevant marketplaces or in the metaverse. NFTs can be digital 3D goods of brand products.
Price range: from $500 to $50,000. This is a complex project that takes into account both the content and the placement of the collection on marketplaces or metaverse platforms. The price is highly dependent on the number of NFTs.
Gamification has a very wide range of implementation for business. This includes the development of interactive loyalty programs, and the creation of gaming activities on websites during the process of buying/selling goods, and involving the consumer in additional gaming contact with the brand through a separate game in a mobile application or on a PC. As a rule, business gamification does not include the possibility of network interaction in the middle of the game, complex gameplay logic and blockchain (because all these components already form a full-fledged metaverse, not a game).
Price range: from $5,000 to $50,000. This is a complex project taking into account both programming and 3D content. The cheapest way is simply to play on the website, or directly in the retail network or at thematic events. The project will be more expensive if you need to develop complex gameplay, game logic and create a lot of content for the game. The most expensive are games with adaptation for all smart devices, PCs and integration into the game of transactions with Big Data collection.
Very important attention in 3D marketing projects should be paid to CONTENT.
Content is what the consumer interacts with. Content is what forms the added value of a brand in the concept of a 3D marketing campaign. That is why it is very important that the content is interesting to the brand’s target audience, that it is useful and has the ability to keep in touch with the audience.
Also, I would like to separately pay attention to Big Data
So, if you are making an augmented reality label for your chocolate brand, you should measure the effectiveness of the campaign in parameters such as:
- Number of unique AR content activations;
- The amount of time one consumer spent viewing content;
- The number of times the consumer returned to view the content;
- The number of sales in retail chains of the product.
Each tool has a list of its evaluation parameters and it is very important to follow this in the context of analyzing the effectiveness of using 3D marketing.
So, the creation of such a project is a complex constructor with many factors, all of which must be taken into account when launching a campaign.