With the advent of the Internet and in particular social media, competition across all industries is becoming increasingly cutthroat. Threats to your business are no longer just local; they can be global too. The role of marketers is to get your brand known, become and remain the chosen name within your sector. The problem is that new and innovative ways of achieving this are constantly required with consumers being bombarded with advertising on an almost constant basis.
Both social media printers and photo booths can be used as part of innovative marketing campaigns, but first, it is crucial to understand the marketing campaigns themselves.
Retargeted marketing campaigns with recipients sometimes receiving adverts for random items that they may have searched for on Google are starting to have little impact. Consumers are becoming immune even to products and services in which they have an interest. As such, marketers are looking for new alternatives, methods that are less intrusive and receive higher levels of engagement. This is where experiential marketing comes into the equation.
Experiential marketing relies upon voluntary participation which receives far less hostility from those taking part with the information gathered more meaningful, and the data garnered, more accurate. As a result, marketers can determine what their consumers want and can focus on new methods of delivering the desired outcomes.
User-Generated Content (UGC)
As the name would suggest, UGC is generated by users who relay the experiences to others. It helps to build and retain brand loyalty as is one of the most trusted forms of marketing, as well as being free! Indeed, 93% of consumers believe that UGC is influential when they make a buying decision and 83% of consumers trust peers more than the brand themselves.
Social media is one of the leading marketing tools that are used by organisations of all sizes with professional influencers, by their very nature, influencing their followers buying decisions. Micro-influencers make up a small area of this, focusing on niche markets or specific audiences. They typically have less than 25,000 followers and achieve 22.2 times more conversations than average consumers when they make recommendations.
At Im:pressius, we combine all of these techniques to give our clients the results that they demand.
What are Social Media Printers?
Social media printers are portable printers that are used by organisations to promote their business at trade shows and corporate events. They allow guests at the event to download their selfies that have posted on social media sites such as Facebook, Instagram, LINE, and WeChat. Of course, they must follow or tag the brand to qualify for a free print-out! The prints can be branded and printed in under a minute giving the attendee something to take away.
What’s the Purpose?
The objective, from an organisations point of view, is to capture data and increase engagement. Just as the Polaroid camera was always a big fascination at events in the past, social media printers now have the same impact and give marketers the ability to turn attendees into micro-influencers voluntarily. Essentially, they combine experiential marketing, UGC and micro-influencers together to build your business. Is it estimated that each picture printed through a social media printer carries a media and data value of MYR 105, so event organizers and venue operators alike will see an instant ROI from their rental.
Social media printers have unlimited potential for promotional items such as coupons, personalized packaging, invitations to special events or just anything that you want to personalise and promote using your micro-influencer. It is anticipated in the near future, printers will have the capacity to be able to offer “face filters” powered by augmented reality and “print by WhatsApp” options too, widening their scope further.
What are “Social” Photo Booths?
Photo booths are what usually associate as being the places where we get passport photos. They generally have quite mundane uses with the images used for official documents. They have progressed a lot in the digital age, where a picture can be selected and replicated, rather than receiving, four or more, different and often unflattering photos.
Modern Uses for Photo Booths
Nowadays, “social” photo booths are becoming increasingly common, sort of a retro version of the selfie. You and your friends can gather in the booth to capture the moment with some modern booths having the facility to add a background or use filters. Some have the capacity to download the images later, when of course; they can be shared on social media.
Organizers frequently rent photo booths for social events such as weddings or trade shows. In the case of the latter, the primary purpose is to encourage user engagement similar to what you would do using social media. The retro feel is something that creates a novelty value and is a different method of promoting your products and appeals to marketers as it grabs interest and is a form of experiential marketing.
Photo booths certainly have potential, especially when it comes to experiential marketing, although the fact that they are stationary limits their impact when compared to images produced on mobile devices. Further possible advancements may be limited although a professional marketer could perhaps use this to their advantage placing heavy emphasis on the retro theme. It is highly unlikely that they will replace social media printers, or offer serious competition, but they still have a role to play.
Social Media Printer Vs Photo Booths
Images that are captured on mobile devices and uploaded to social media printers can be shared on the top social media sites such as Facebook, Instagram, and WeChat. When the images are shared, it will promote your brand with those sharing the image becoming micro-influencers. It becomes UGC and has been voluntarily uploaded, encapsulating all the objectives of modern marketers.
Social photo booths have limited scope with social media and create little online buzz. The impact is low and mostly ineffective, certainly in the medium to long-term.
Fans & Follower Acquisitions
Social media printers allow you to generate more fans and followers on social media. It will help to spark conversations, interactions and generally increase brand awareness. In fact, this is one of their significant benefits and has an instant appeal for marketers. Sadly, photo booths have no capacity for being able to offer this facility, so again, their impact is somewhat limited.
Collection of Data
Data collection is a vital tool for marketers and something that they use to target specific groups and reach out to their target audience. The Im:pressius allows for the collection of email addresses, phone numbers, demographics, and social media IDs, all valuable information that can be used in targeted marketing campaigns. With a social photo booth, the collection of this data beyond email addresses is far more laborious and likely to be met by resistance.
Competitions are a great way of engaging with your audience and increase awareness. Social media allows you to extend games to a global market and therefore increase interest and participation. Photo booths give you the opportunity to provide coupons, vouchers, and invitations to those in attendance, but there are few other options beyond this.
Methods of Printing
As those attending your event are in control of the images that they produce, they can decide if, when and how they print images. With Im:pressius, they can be printed via browsers, emails, social media or a range of other apps. It increases usability and is less intimidating for users. Photo booths are one dimensional; the images are available from one camera, from a fixed position. Users may be forced to queue to have their photo taken, immediately reducing their appeal.
The presentation of the printouts is vital when it comes to maximising their impact. Impressius’ social media printer produces photo stickers that are free from smudges. They can be presented in frames, wallets, using magnets, or another method that you will feel will effectively portrait your brand’s image.
Photobooths almost always come with 4×6 or 5×7 postcard-sized prints which still sometimes come in strip format. Although Impressius also offers these larger formats for clients who require it, they are less convenient for guests to carry (it definitely doesn’t fit in a wallet or pocket) and prone to smudge or crease.
* Im:pressius Vs Standard Photobooths