19. BEST PRACTICES WEBINAR
!
In order to make a lasting impression on your readers,
there are a few principles you need to keep in mind
when creating your campaign concept.
!
SO BEFORE DIVING IN ...
Georgia Diaconescu
Interactive Print Consultant
20. BEST PRACTICES WEBINAR
!
The campaign should reďŹect and focus on
your MAIN OBJECTIVES!!
!
Always focus on the TARGET USER GROUP &
keep in mind what they LIKE.
!
Focus on providing an OUTSTANDING
USER EXPERIENCE.
25. BEST PRACTICES WEBINAR
RELEVANT
Relevant content
for your target audience
INFORMATIVE
Offer extra
information!
ENTERTAINING
Let people interact
with content
EXCLUSIVE
Behind-the-scenes
information
INTERACTIVE
Present information
in an entertaining way
59. BEST PRACTICES WEBINAR
PREPARING PAGES
â˘
Flat surface (magazine page)
â˘
High resolution, low size page
(5MB)
â˘
SufďŹcient size & image detail
â˘
No borders or clutter
â˘
Avoid glossy paper
60. BEST PRACTICES WEBINAR
THE PAGE SHOULD NOT CONTAIN
!
â˘
Large portion of blank area
â˘
Mainly body text or only text
â˘
Graphics that look the same
in any orientation
(circles,hexagons, etc.)
â˘
plain text
similar images
Graphics with patterns
â˘
insufďŹcient details
Look too similar to other
pages in the same campaign
the same in any
orientation
pattern
61. BEST PRACTICES WEBINAR
If you are not sure whether the pages are optimal for the Layar
Creator ..
!
STEP 1 - Create a campaign in the Creator
STEP 2 - Upload the pages in the campaign
(Layar will provide some initial feedback on Page quality)
STEP 3 - Place some dummy buttons on each page
STEP 4 - Scan each page to see if buttons are displayed correctly
!
DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!
64. BEST PRACTICES WEBINAR
RESERVE SPACE for instructions, preferably one dedicated page.
!
EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What
is Interactive Print ?
!
Make people curious about it & give them a reason to engage!
!
!
65. BEST PRACTICES WEBINAR
!
!
INSTRUCT HOW TO DISCOVER DIGITAL CONTENT!
!
⢠How should readers scan the page?
⢠What should they look for? (Call-to-action)
⢠Where on the page? (e.g.: upper corner)
!
Mention the app is available on Android and iPhone.
66. BEST PRACTICES WEBINAR
HOW-TO INSTRUCTIONS
!
⢠CLEAR STEPS
!
⢠CUSTOMIZE IT
!
⢠make sure it ATTRACTS ATTENTION.
!
⢠Place it RIGHT BEFORE the editorial
content. Preferably on the right side.
67. BEST PRACTICES WEBINAR
HOW-TO INSTRUCTIONS
Here are some other options you can consider :
We strongly recommend you to add a QR code
to your instructions, allowing readers to scan it
and immediately download Layar.
70. BEST PRACTICES WEBINAR
LAYAR STYLEGUIDE
⢠VISIBLE & INFORMATIVE
!
⢠SPECIFIC about what type of content
users can expect.
!
⢠Highlights the KEY MESSAGE revealed by
the digital content, using VERBS *
*e.g.: Watch the trailer with Layar,
Listen to XX with Layar, etc.
71. BEST PRACTICES WEBINAR
LAYAR STYLEGUIDE
!
⢠AVOID unclear calls-to-action
like âView with Layarâ; they will
most likely not attract readers.
!
⢠Include a note on WHERE they
can ďŹnd the "How to use Layarâ
instructions.
!
⢠Place calls-to-action on EVERY
SINGLE PAGE that contains
digital content.
78. BEST PRACTICES WEBINAR
CUSTOM BUTTONS
Make use of the print
content.
!
Button should clearly
indicates what users
can do.
Actual Print
What you see with Layar
For instance, a play
icon for a video
button image
81. BEST PRACTICES WEBINAR
CUSTOM BUTTONS
Balancing digital content: EDITORIAL vs ADVERTISING
More of an AESTHETIC CHOICE
Place buttons where it makes the most sense!
!
Should look NATURAL in context with the print content
Better ON THE VISUALLY BUSY PART of the page and NOT on
blank spaces
83. BEST PRACTICES WEBINAR
TEST & FINALIZE CAMPAIGN
Thorough CAMPAIGN TESTING is critical.
GREAT USER EXPERIENCE is THE key to success !
!
WHAT TO DO?
!
â˘
â˘
â˘
â˘
â˘
!
!
Check both technical and aesthetic aspects.
Test your campaign as much as possible.
Check campaign with iPhone and Android devices.
Use the latest Layar App version.
Test your campaign using printed pages!
85. BEST PRACTICES WEBINAR
HOW TO TEST?
!
DOUBLE CHECK THE QUALITY OF THE PAGES
!
⢠Are user instructions in your publication clear enough ?
⢠Are Interactive Print buttons placed at the right place ?
⢠Are the buttons correctly displayed?
⢠Does each button function correctly? Are links functional?
⢠Do videos play as expected?
⢠Does the campaign offer good user experience?
87. BEST PRACTICES WEBINAR
PRIOR COMMUNICATION
!
!
BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in
mind that you need to communicate to your readers the fact that
your publication has been augmented with digital content.
!
RAISING READERSâ AWARENESS via PR, promotions, social media
before hand makes a tremendous difference!
89. BEST PRACTICES WEBINAR
!STATISTICS OVERVIEW
!
The Layar Creator gives you the opportunity to visualize your
statistics in real time (updated every hour):
!
Campaign statistics
Total page views
Page statistics
Total interactions
Button statistics
Total unique users
!
These numbers are also displayed on TIMELINES, to give you a
better overview on the PEAK DAYS of your campaign, READING
HABITS of your readers, as well as WHERE ARE THEY FROM.
!