17. 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
18. BEST PRACTICES WEBINAR
The campaign should reflect 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.
23. 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
57. BEST PRACTICES WEBINAR
PREPARING PAGES
•
Flat surface (magazine page)
•
High resolution, low size page
(5MB)
•
Sufficient size & image detail
•
No borders or clutter
•
Avoid glossy paper
58. BEST PRACTICES WEBINAR
THE PAGE SHOULD NOT CONTAIN
•
Large portion of blank area
•
Mainly body text or only text
•
Graphics that look the same
in any orientation
(circles,hexagons, etc.)
•
plain text
similar images
Graphics with patterns
•
insufficient details
Look too similar to other
pages in the same campaign
the same in any
orientation
pattern
59. 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!
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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!
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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.
64. 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.
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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.
68. 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.
69. BEST PRACTICES WEBINAR
LAYAR STYLEGUIDE
• AVOID unclear calls-to-action
like “View with Layar”; they will
most likely not attract readers.
• Include a note on WHERE they
can find the "How to use Layar”
instructions.
• Place calls-to-action on EVERY
SINGLE PAGE that contains
digital content.
76. 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
79. 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
81. BEST PRACTICES WEBINAR
TEST & FINALIZE CAMPAIGN
Thorough CAMPAIGN TESTING is critical.
GREAT USER EXPERIENCE is THE key to success !
WHAT TO DO?
•
•
•
•
•
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!
82. BEST PRACTICES WEBINAR
TIP!
If possible, DO A TEST with a small group of colleagues,
who were not involved in the project!
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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?
85. 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 READERS’ AWARENESS via PR, promotions, social media
before hand makes a tremendous difference!
87. 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.
89. BEST PRACTICES WEBINAR
FIRST CAMPAIGN TIMELINE
Create
campaign
concept
CAMPAIGN
TIMELINE
Prepare campaign
pages,
custom button designs
one week
Test & make final
adjustments to
the print version
1-2 weeks
Create campaign &
improve it based
on feedback
Test and
finalize the
campaign
one week
3-5 days
half week
PRINT
PRODUCTION
TIMELINE
Gathering
ideas for
Print
Final decision
on Print content
Draft version
of pages ready
Final version of
the pages ready
(go to the printer)
Internal
distribution
Public
distribution