In a modern, fast-paced world, people typically spend only a few seconds to decide whether or not they are interested in a product. Marketing executives have the difficult task of finding ways to attract the attention of potential customers. In today’s highly saturated media environment it is really hard to get noticed. So is there a magic pill? Maybe!
The general public is hungry for sensation; it is drawn to anything out of the ordinary. I hope you agree when I say that 3D printing fits this profile perfectly. Anything published on this subject is met with huge interest. At the same time, the 3D-printing community reacts at lightning speed to any new product on the market, be it a movie or a game. Here is fertile soil in which to plant promotional seeds.
Social media works perfectly for everyone,- you don’t have to be connected to 3D printing at all, and still use it to stand out from the crowd. On the other hand, an unknown 3D designer or ‘maker’ can publish his or her creation on a social site and become known to a much wider audience.
The new Pokémon Go game provides a number of great examples. While it was still only available in the US, 3D-printing enthusiasts around the world created dozens of miniature Pokémons. And who wouldn’t want to hold a cute little Pokémon in their hands after catching its virtual twin?
One designer came up with a 3D-printed phone cover with a targeting tool for catching Pokémons and became a mini-celebrity. Initially, his profile on myminifactory.com had about 10,000 views. When someone liked his design idea and placed a picture on Twitter, the previously unknown designer accumulated nearly 75,000 views within 2 days! By the end of that week about 180,000 people visited his page on the 3D-printing community website. For this type of niche community it is a huge success.
So has anyone thought of using 3D printing as a clever marketing tool? Doing so raises the question of who promotes whom: those in the 3D-printing community who make innovative designs can become the talk of the town, while the producer of a new product who places a 3D-printed replica on a popular social site stands to increase sales. Both sides reap the benefits.