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donderdag 24 november 2011

A Brand New PlaygroundHow can we use games as a branding and marketing tool?


#GITC


Content1. What’s positioning all about?

2. Why consider context when developing concepts?

3. How can we use games as a marketing tool?

4. Where can I find more information?

This presentation is available at Slideshare and on my blog


1/4: What’s positioning?1.Be Real (istic) & SMART 2.Be (and remain) Remarkable 3.Remain Relevant 4.Behave Righteously 5.Build Relationships


1/4: What’s positioning?1.Be Real (istic) & SMART • Your first game will not be Call of Duty 5 • State your goal, audience and concept • Envision what you want to achieve within 3 years • Define what you should do in your first year to achieve your goals • Plan and Execute accordingly


1/4: What’s positioning?2.Be (and remain) Remarkable • Do what you LOVE • Know your competition and competing concepts • Do things differently than your competition • Stand OUT in the crowd, don’t copy others successes • Excell in ONE thing (visuals, sound, interface, platform, reliable,...)


1/4: What’s positioning?3.Remain Relevant • Be in touch with your target audience • Blog about what you’re doing (check www.gamingandbranding.com) • Beta-test with your audience • Iterate, retest with them, adjust, etc. until 100% satisfaction • After release: STAY IN TOUCH!


http://www.gamingandbranding.com


1/4: What’s positioning?4.Behave Righteously • Never go for the quick buck ($) • Brands and products become successful because of passion • Money will come after proven success


1/4: What’s positioning?5.Build Relationships • Consumers build your brand, marketing just reenforces it • Build your network with relevant contacts • Keep your relationships involved and up to date of what you do • Use your Blog, Link it to Linkedin using Twitter, visit events, drink coffee, have beers, swap business cards...


1/4: What’s positioning?Starting from the objective, the target group and the brand essence (or challenge) you can start to develop a remarkable, relevant and distinguished concept


2/4: Why Consider Context?


Peaks of Frustration create Epic Experiences

2/4: What’s in a game?


3/4: How can We?Lack of time forces me to show just a few examples


3/4: How can We?1. Product

2. Price

3. Place

4. Personnel (staff)

5. Promotion

1. Product placement

2. In-game advertising

3. Branded content

4. Visually adapted game

5. Advergame


3/4: How can We?1/5: Virtual (in-game) Product use


2/5: A game that influences the Price (and builds up a CRM dBase)

Objective: increase store traffic

Target: young minded consumers

Essence: being comfortable during uncomfortable situations

3/4: How can We?


2/5: Define the Brand Essence in a tag cloud

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3/4: How can We?


2/3: How can We?2/5: A game that influences the Price (and builds up a CRM dBase)

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Price (and builds up a CRM


2/5: Play a game like Pong for Discount

3/4: How can We?


2/5: Make it work?

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3/4: How can We?


3/4: How can We?


3/5: New distribution Places

3/4: How can We?


4/5: Games to train Staff (Personnel)

Objective: learn new brand values and way to work

Target: all bank employees (retail)

Essence: learn how to profile consumers quicker and build trust

3/4: How can We?


2/3: How can We?4/5: Games to train Staff (Personnel)


4/5: Games to train Staff (Personnel)

3/4: How can We?


5/5: Games to Promote your organization or brand (Gamevertising)

1. Product placement

3/4: How can We?



2. In-game advertising

3/4: How can We?



3. Branded content

3/4: How can We?


3/4: How can We?



4. Visually adapted games

3/4: How can We?



5. Advergame

Just pay attention to advertising... ;-)

3/4: How can We?


4/4: Where = More Info?Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl

Twitter: @BartHufen

Slideshare: BartHufen


http://www.brandnewplayground.com




http://www.brandnewgame.nl


Did you like it?

Game over?


Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl

Twitter: @BartHufen

Game over?








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